Chasing Trends vs. Owning Territory
Hospitality is built on consistency. Guests come back because they know what to expect, not because you changed the lobby playlist.
Yet when it comes to marketing, too many brands trade that consistency for whatever’s trending... or worse yet, what others are doing.
The strongest hospitality brands command attention rather than competing for it. They build something deeper, they built territory—a distinct, trusted space in people’s minds.
The Problem with Playing Catch-Up
In hospitality, timing is everything. A guest checks in once. A moment to impress passes fast.
The same goes for marketing.
Every time a new platform, meme, or hashtag takes off, brands rush to “join the conversation.” But conversations move faster than you can post, and by the time you’ve jumped in, the moment’s gone.
Chasing trends makes you reactive, but building territory makes you remembered.
Territory is what keeps a brand relevant long after the noise fades. It’s the emotional space your brand occupies in the mind of your audience.
How to Build Territory
Find your truth. What do you believe about your industry that others don’t? That’s your edge and your anchor.
Show up where your audience listens, not just where everyone posts. You don’t need to be everywhere. You need to be impactful somewhere.
Build a brand people recognize before they even see your logo. When your message, tone, and design feel unmistakably you, you’ve created something special.
Proof It Works
According to Edelman, 74% of consumers report actively avoiding advertising, highlighting that consistent, meaningful messaging carries more weight in building trust than repeated discounts or promotions. That’s what territory does, it builds familiarity and authority at the same time.
So next time your team asks, “Should we hop on this trend?” Ask instead, “Does this belong in our territory?” If not, let it scroll by.
