Your LOGO isn’t a BRAND — and no one cares about your throw pillows

Why the STR and Hotel Industry in the U.S. Has a Branding Problem (And How It's Costing You Bookings)

Let’s get one thing straight:
Most STR brands in the U.S. aren’t brands. They’re just names slapped on generic experiences.

We’ve got “Coastal Retreats,” “Mountain Escapes,” and “Modern Stays” blending together like Airbnb oatmeal. Add a generic logo, a stock photo header, and a “We strive to make your stay unforgettable” tagline — and congrats, you’ve just joined the club of indistinguishable hosts.

But here's the truth no one wants to hear:

If your guest can’t remember your name 10 seconds after checking out, you don’t have a brand.
If you’re relying on OTAs to drive 90% of your bookings, you don’t have a brand.
If your differentiator is a coffee station and “modern decor”, you don’t have a brand.

You have a listing.

The problem:

In hospitality, branding gets mistaken for aesthetics.
But branding isn’t what it looks like. It’s what it feels like. It’s how people talk about you when you’re not in the room (or their inbox).

Apple didn’t become Apple by choosing the right shade of gray. And you won’t become bookable year-round by copying the same 12 Airbnb design trends.

The strategy shift:

1. Define the promise, not the product: Are you selling a house with a hot tub? Or are you selling a weekend that makes someone feel like a legend?

2. Treat your guest like a customer — not a transaction: Brands build loyalty. Listings build churn.

3. Speak a language your audience actually uses: If you say “nestled” or “cozy” one more time, I’m sending a cease and desist.

4. Branding isn’t expensive. Confusion is: You don’t need a $50k rebrand. You need consistency, clarity, and a damn good story.

Want more direct bookings?

Build a brand people actually want to come back to — not just a “nice place to stay.”

Your towels can be white. Your brand shouldn’t be.