To be globally successful, hospitality and hotel destination brands must be authentically localised. The secret? Understanding how to harness cultural intelligence to create emotionally resonant experiences.

In the evolving world of modern hospitality, global branding can be difficult to get right. Today’s guests – and residents, of hotel-branded residences – are seeking a very particular mix.

On one hand, an experience consistent with the global brand promise; if you’re accustomed to, say, quiet elegance in NYC, a mood of youthful spontaneity in Madrid is going to be an unwelcome surprise.

But on the other hand, people want to feel like they’re truly away. They don’t want bland uniformity. They want to experience authenticity – a flavour of the culture, traditions and character of the destination they’ve chosen to visit. After all, we don’t travel for a product but a place. The whole point is the unfamiliar; you don’t want to feel like you could be anywhere.

People are seeking immersive local experiences

As part of this search for authenticity, formulaic sightseeing has been overtaken by something fresher and more interesting: immersive, culturally resonant travel experiences. Modern travellers prioritise “authentic, local experiences over traditional sightseeing,”¹ with the global travel experiences market estimated at US$1 trillion.²

Today’s travellers “crave the unrepeatable: places that excite, environments that surprise, and experiences rooted in individuality. Nearly three-quarters say they won’t pay for luxury accommodation that feels generic.”³ A significant 89% of luxury travellers want to see more local charm reflected in hotels, and over 90% seek experiences that immerse them in history and culture, favouring heritage-rich stays.

An evolution global hospitality brands cannot ignore

With people now seeking authentic experiences when they travel, there are several key factors for hospitality brands to consider. How to balance global consistency with local relevance; how to understand local culture beyond the surface; how to build strong, critic-proof credibility. Guests will pick up on inauthenticity immediately – and the most vocal will post disparagingly on social media, complete with sarcastic hashtags.

So how does a mighty multinational, with an HQ thousands of miles from its dazzling array of destinations, get this mix – global brand promise, authentic local flavour – right?

Raise your CQ

Alongside smart, evidence-based international business thinking, a brand needs cultural intelligence (CQ). CQ is the ability to understand, interpret and respond effectively to different cultures. In hospitality, it means understanding local values, customs, behaviours, aesthetics, food, art, history and social norms.

It means developing genuine insights to inform how a brand is positioned locally, defining its story and shaping its expressions in a way that feels authentic to the destination. Crucially, these insights must be applied across every touchpoint, from design and programming to service, partnerships and experiences.

At Saentys, our brand strategy is built on cultural intelligence. And we know it works – because we see it in our clients’ success.

Brands that get it right

For gold-standard hotel destination branding, take a look at Fairmont Residences La Hacienda on the Costa Del Sol. Here, everything from the cortijo-inspired architecture to the open kitchen and Andalusian market cuisine of its flagship restaurant have been lovingly created to reflect and celebrate local culture and heritage. Why? Because Fairmont understands the importance this authenticity plays in its audience’s decision-making and emotional connection. Or SLS Madrid Infantas Residences – indulgent, playful and gorgeously historic proof that globe-straddling brands can create beautiful local spaces with the right strategy.

Today, the strongest international hospitality brands understand how to reveal what makes a place impossible to replicate, while infusing each stay with the spirit of the brand itself. Amplify what makes the place special, and celebrate the difference in ways your audience finds impossible to resist. And the only comments on social media will be: #dreamtrip #thankyou #sametimenextyear

¹ https://skift.com/2024/11/15/how-authentic-experiences-shape-the-new-tourism-economy/
² https://www.mckinsey.com/industries/travel/our-insights/the-evolving-role-of-experiences-in-travel