Competitor brand promise

Park Hotels of India has the trademarked slogan, “Stay Inspired.” This also serves as the company’s brand promise, as Park hotels are noted for their design aesthetic. Their website interweaves images of inspiring views, sense-oriented images of hotel locations and breath-taking photos of their decor and locales.

Courtyard by Marriott uses the slogan, “It’s a New Stay.” The essence of Courtyard’s brand promise is that the hotel is designed for the frequent business traveler and provides— at a good value—the amenities that are needed, but not the extras that are unimportant to the road warrior.

The McCormick brand promise

Description of the brand: The McCormick will offer “the best of both worlds,” as it will possess a boutique-like feel in a prime downtown location. It will boast modern amenities, including a fitness center, outdoor pool, a spa— and immediate access to a vibrant and interesting set of neighborhoods to explore. Its 291 guest rooms and public areas will be luxuriously furnished and finished, mixing a sense of the past with contemporary comforts.

Brand promise before AIO analysis: "An independently managed hotel that provides guests with extraordinary personalized service in an atmosphere of historic grandeur with modern facilities."

Brand promise after AIO analysis: "Taste the Real Baltimore: The McCormick Hotel". This brand promise plays off the spice factory history, conveying that only the McCormick can provide an authentic Baltimore experience in a boutique environment that leverages the property's history. The use of "taste" can broadly signify the guest's sampling of Baltimore's best food and culture.