If hotel management were football, your brand would be your crest – the reason your fans come to the stadium, what moves them, the pedigree of your club or the pride of a nation. It’s more than just a logo or tagline; it’s the reason guests choose your hotel – the “why” behind every booking. However, when the bank account takes a hit, especially during low seasons or when a new hotel is just at kick-off, it can be tempting to resort to quick tactics to fill rooms. After all, any money is good money, right?
But just like in a football match, these short-term offensive strategies leave a lot of holes and spaces in your defense. While they may provide immediate relief, they often compromise your brand’s integrity, resulting in long-term losses and missed opportunities in the future. When your short-term fixes are obliterating your brand and you’re down on the scoreboard, think of some legendary football comebacks and ask yourself: can your brand really make a comeback?
Match summary. Kick Off!
Brand 0 – 1 Short-term Gain | Sacrificing Brand Integrity for Quick Results
When revenue starts to drop, panic often sets in, and hotels drop rates with aggressive discounts or flash sales to attract bookings. On paper, it’s a win: the rooms are filled, and cash flow is “flowing”. But at what cost? These short-term tactics can confuse loyal guests and dilute your brand’s positioning. Guests who booked at high rates may feel cheated by sudden price bargains, while budget travelers may expect now last-minute low prices as the norm whenever booking your hotel again. This leaves your positioning and reputation in limbo.
So yeah, Short-term Gain scores the first goal.
Brand 0 – 2 Short-term Gain | Neglecting Brand Standards
Profit pressure can lead to operational cuts, especially during busy periods or times of financial burden. Leaders and team might focus on immediate adjustments, losing sight of the brand’s core values. Standards and guest experiences go down the hill – an untrained front desk agent, neglected room amenities, or slow service in the restaurant. These cracks may seem small, but they erode trust and make it difficult to restore the brand’s image later.
Another mistake, another goal for Short-term Gain.
Brand 0 – 3 Short-term Gain | Cutting Costs and Bleeding the Brand
Cost-cutting is a must in tough times (And we believe they work!), but it’s a double-edged sword. Reducing expenses aggressively can impact guest satisfaction and weaken the services that define your brand. From removing welcome amenities to reducing staffing levels, these decisions may save money today but risk long-term brand loyalty. Guests (especially your loyal ones) notice when quality drops, and their trust – along with your revenue – often follows.
We say it takes a year to build a solid hotel guest service reputation but a month to destroy it. Well, with this play, Short-term Gain takes the lead.
Min. 72’ | Brand’s Comeback Begins
It’s not over yet. The clock is ticking, but your brand has the tools to turn the tide. Here are three plays to get back in the game.
Brand 1 – 3 Short-term Gain | Align Revenue Tactics with Brand pillars
Quick-fix revenue strategies don’t have to come at the cost of dropping your brand value proposition. Instead of slashing prices, create offers that add value while staying true to your brand’s pillars. This approach protects your brand statements and delivers a memorable stay (with extra benefits), bringing guests back for more.
Your first comeback goal is on the board.
Brand 2 – 3 Short-term Gain | Reinforce Brand Standards
Consistency is the mother of excellence. Make your brand standards a non-negotiable part of daily operations. Conduct regular check-ups to ensure all team members understand and embody your brand core values. Keep communication clear and frequent, especially during low income or high-pressure times. When every service touchpoint reflects your brand’s standards, guests notice – and they’ll keep coming back.
The score tightens as Brand scores another goal. You are almost there.
Brand 3 – 3 Short-term Gain | Invest Strategically for Long-Term Wins
Heavy cost controlling can be compared to your finance team playing catenaccio. Just as Italy’s famous defensive strategy focuses on a strong, disciplined defense, your finance team meticulously manages expenses to keep your operations lean and efficient. Cost-cutting is often a great tactic to increase profit, but we must ensure that cutting the wrong expense doesn’t devalue service quality and damage the guest experience.
Always test-run cost-saving measures before implementing them to avoid damaging your reputation if they do not work.
With this strategy, Brand equalizes the score – it’s a whole new game.
Min. 93’ | Pushing for Victory
The tension is palpable, with both teams fighting for the win as the final moments unfold. The brand must deliver its strongest plays yet to tip the scales, turning momentum into an undeniable victory.
Brand 4 – 3 Short-term Gain | Elevating Guest Experiences for Loyalty
Guest loyalty is the ultimate long-term winning strategy. To truly gain the upper hand, brands need to shift focus from transactions to transformative experiences. Loyalty goes far beyond reward programs.
It’s about making every guest feel understood, valued, and part of a community. When guests see their relationship with your brand as more than just a purchase, they become ambassadors. Personal touches, thoughtful gestures, and authentic engagement show guests that they are valued, not just as customers but as individuals. These relationships solidify your brand’s place in their hearts, ensuring repeat visits and powerful word-of-mouth referrals.
In conclusion, branding is an ongoing match, and we believe that a brand strategy focused on service excellence and community engagement will lead to wins over time.
Make your brand your offensive playstyle, creating the legacy and pedigree that only great football teams have. A strong brand strategy is not only having a well-performing team on the pitch but also defining a style of play that fans will love and support.
About the author
Jacobo Priegue, Co-Founder of SODÅ, excelled in implementing data-driven strategies to optimize pricing and enhance operational efficiency. At SODÅ, Jacobo is dedicated to empowering independent hotels by providing advanced revenue management tools and expertise traditionally available only to large establishments. Jacobo’s vision is integral to SODÅ’s mission of transforming hotel management in Vietnam through innovative solutions tailored to the industry’s evolving needs.
About SODÅ | Hotel Management Platform
SODÅ was founded and established in Vietnam in 2023 by Alvaro Moreno and Jacobo Priegue, two proud hoteliers from Spain with over a decade of experience in Vietnam’s international hotel management scene. The company’s mission is to redefine the ways hotels are managed and their essence is simple: they make hotel management.
They offer hotel management services for pre-opening hotels that are preparing to open their doors, as well as for operating hotels that are looking to enhance their growth. Their clients include free-spirited hotels, emerging hotel groups, and visionary hotel developers.
Their commitment extends beyond business –SODÅ collaborates with teams to transform their establishments into world-class hospitality businesses. Ultimately, SODÅ’s goal is to elevate owners and teams to become maestros in hospitality, envisioning a world connected by authentic hospitality.
Jacobo Priegue
Co-Founder at SODÅ | Hotel Management Platform
Australian Hospitality Alumni Network Vietnam
