REPORT FROM THE U.S.—The guest experience in a boutique hotel often comprises a storytelling element, and that story begins with the hotel’s name, according to sources.
“It’s about differentiation. How are you going to name this property so that it has some differentiation from all the clutter that’s out in the marketplace right now?” said Todd Leach, group account director for Dedica Group, which specializes in creative brand solutions for the hospitality sector.
By Alicia Hoisington
Copy Editor / Reporter