7 Elements of Hotel Brands Built to Endure

Colin Nagy, head of strategy at Fred & Farid, a global advertising agency, writes this opinion column for Skift on hospitality, innovation, and business travel. “On Experience” dissects customer-centric experiences and innovation across hospitality, aviation, and beyond. 

For any brand, building something to last is a serious challenge. It is even harder in hospitality because the business has many moving parts: daily customer interaction and  other variables such as talent, financing and real estate concerns.

For a hotel to truly stand the test of time, it must have enduring appeal, a deep sense of its audience, a reluctance to cave to fleeting trends and integrity.

Around the world, hotels like the Peninsula Hong Kong, Raffles Grand Hotel d'Ankor in Siem Reap, Sofitel Legend Metropole Hanoi, the Taj Mahal Palace, Mumbai and Claridge’s in London have stood up to the factors of time, rough economies, and even war and terror,