Since 1996, HotelExecutive has been a top online resource for hotel professionals, offering the Hotel Business Review magazine and Hotel Newswire service. It delivers best practices in hotel management and operations from industry experts. The platform also features the most extensive news release distribution for hotel industry updates, including openings, acquisitions, and executive appointments.
HotelExecutive faced a branding challenge: how to merge the time-honored traditions of hospitality with the expectations of modern hoteliers. Their objective was clear - creating a brand that would resonate with conservative and progressive hospitality professionals.
The team at Lure Agency, a hospitality branding agency, crafted a well-defined brand story for HotelExecutive, a tale of “Welcoming You Forward.” Keeping the core values of innovation, accountability, inclusivity, and impact in mind, a voice of authority was established. This voice wasn’t just about providing information; it aimed to invite an informed conversation. With the brand pillars emphasizing the protection of hospitality, collaboration, and actionable insights, the goal was to provide a space where hotel professionals would feel valued and engaged. The new visual identity, marked by a black-and-white palette, was designed to evoke trust and sophistication, underlined by the choice of Helvetica Neue as the primary font.
With this revamped brand, HotelExecutive repositioned itself as the go-to forum for C-Level hotel executives and supporting professionals. It promised valuable, unbiased insights away from the pay-to-play model, ensuring that every interaction was worth the time and built towards a collaborative future. By combining traditional hospitality values with a forward-thinking approach, HotelExecutive saw itself as a news source and the evolving heart of the hospitality industry.