When economic headwinds pick up—talks of recession, inflation, and tightened investment—it’s tempting to delay brand investments and marketing initiatives. But savvy hospitality brands know: this is precisely the moment to lean in.

Now is the time to sharpen your brand. A strong brand isn’t just a nice-to-have; it’s a strategic asset. When everything feels uncertain, a clear and compelling brand gives people a reason to choose you.

It's the difference between “Let's book the cheapest room” and “I don't care what it costs, I want to stay there.”

Here are five ways to future-proof your brand for resilience, relevance, and long-term return:

1. Know your guests better

When was the last time you really checked in with your audience—not just through data, but through conversation and observation? Guest needs and motivations are shifting fast in this economy.

Beyond Demographics: What emotional needs drive your guests’ decisions now? Are they seeking security, connection, escape, or status?

Value Recalibration: During uncertainty, guests’ definition of “value” often shifts. This doesn't always mean “cheaper”—sometimes it means “more meaningful.”

Behavioral Shifts: How are their travel patterns changing? Are they taking shorter, more frequent trips? Seeking multi-purpose destinations? Blending business with leisure in “bleisure” travel to maximize their spending?

2. Reflect a True Sense of Place

What makes your property of its location—not just in it?

Today’s traveler craves authenticity. Your property’s design, storytelling, and programming should reflect its unique locale—not clichés.

At The Logan Hotel in Philadelphia, we steered clear of overused Benjamin Franklin references.

Instead, we named the meeting rooms after presidential estates like Monticello, Peacefield and Monticello, then collaborated with local artists to create original artwork for each.

From top to bottom: Quills of Monticello, Chris Nelke. Crest, Dawn Kramlich. I Can Not Tell A Lie, Chris Nelke. Images courtesy of The Logan Hotel

At Hotel Commonwealth in Boston, guests can book specialty suites—one a love letter to the Red Sox, the other to Boston University. These aren’t just rooms; they’re stories worth sharing on social media and with friends back home.

These examples demonstrate that strong place-making comes through:

Local Storytelling: Weave the authentic character and history of your location into every aspect of your brand experience.

Sensory Place-Making: How can your property’s scents, sounds, and tastes reflect your unique location in ways that chain competitors cannot replicate?

Visual Language: Develop design elements that subtly reference local architecture, landscapes, or cultural motifs without resorting to clichés.

The BU Terrier Suite and Red Sox Suite at Hotel Commonwealth

3. Spark Genuine Human Connection

In times like these, people crave meaning, joy, and togetherness. Forward-thinking hotels design experiences that foster lasting memories. For example:

A ropes course that bonds a leadership team
A French pastry class for a family getaway
A sunrise hike and meditation for reconnecting siblings

Hotel Saranac exemplifies this approach with its Great Hall lobby bar design that naturally encourages lingering and conversation. The space was intentionally designed with a layout that facilitates interaction, making it a space where meaningful connections form.

When your experiences foster real connection, you become more than a place to stay—you become part of your guests' lives.

Instagram photos courtesy Hotel Saranac and Lake Placid Arts

4. Embed Yourself in the Community

Open your doors to the community. Host live music at sunset. Feature student fashion shows. Offer talks with local makers and thinkers. The more people see themselves in your brand, the more they’ll rally behind it.

At Lottie, the French-inspired patisserie we designed for The Vinoy, locals pop in for a box of delectable macarons to take to dinner parties. It’s not just a guest amenity—it’s a neighborhood favorite.

Properties that maintained strong community ties during previous economic downturns reported recovering faster and more completely than those that retreated from local engagement. Your community becomes your most loyal advocates when times are tough.

Instagram photos of Lottie at The Vinoy courtesy @jilldogioia and @jessprzybocki

5. Give back with purpose

The most beloved hospitality brands give as much as they get. Community investment isn’t just good citizenship—it’s good business:

Skills-Based Contributions: Leverage your team’s expertise to support local initiatives.

Space Sharing: Offer your facilities for community events, especially during low-occupancy periods.

Sustainable Practices: Implement and communicate environmental initiatives that benefit the local ecosystem.

Hotels that maintained their community giving programs during previous economic challenges reported higher guest satisfaction scores and stronger local market share than competitors who cut these programs.

Bonus:

Build an Unstoppable Brand

Every brand has a truth. Be brave enough to find it—and courageous enough to express it, consistently and authentically, across every touchpoint.

Build a brand that's not just recession-proof—but beloved, resilient, and built to last.

Let’s talk.

How smart design can help hospitality brands thrive—even in a turbulent economy.