'A brand is more than just a logo or a tagline'
With a career dedicated to redefining both brand standards and brand strategy, Philipp Mirow is a driving force in hospitality.
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By Jennifer Glatt | Mint Pillow
With a career dedicated to redefining both brand standards and brand strategy, Philipp Mirow is a driving force in hospitality. He played a pivotal role in elevating Choice Hotels’ luxury offerings as the director of upscale brands and founded Meridian Thinking, a consultancy that bridges hotel-centric creativity and strategic growth. Here, he shares why a brand is more than a logo, what trends he’s watching and how to bring genuine hospitality to life. Hint: “It’s all in the delivery.” -Jennifer Glatt
How can owners/operators utilize brand management to position their hotels for success?
A brand is more than just a logo or a tagline—it’s about consistently delivering on a promise that resonates with guests and stakeholders. Strong brand management ensures that every touchpoint, from service culture to design and marketing, reinforces a clear, compelling narrative. For owners and operators, successful brand management starts with aligning their property with guest expectations and market demand. A well-managed brand doesn’t just create recognition—it drives preference and profitability.
How can hotels work within brand standards to elevate their property?
Brand standards provide a foundation for quality and consistency, but they shouldn’t be seen as a barrier to creativity. The most successful hotels use them as a springboard to enhance their individuality. Whether it’s localized F&B offerings, culturally inspired service rituals or thoughtful room amenities, owners and operators can create a unique sense of place while staying true to brand guidelines. Elevate the guest journey by integrating experiences that go beyond the expected, like hyper-local partnerships that immerse guests in the destination. Many modern brand standards allow for local interpretation. By leaning into materials, colors and artwork that reflect the area’s heritage, properties can maintain consistency while feeling truly one-of-a-kind.
It’s all in the delivery. The best hotels go beyond scripted interactions and empower their teams to bring genuine hospitality to life in a way that aligns with the brand’s DNA. Authentic interactions will always win over those that feel canned.
What are some of the biggest headaches your clients come to you with?
Hotel owners and operators often face challenges in balancing brand expectations with operational and commercial realities. Many worry about properties feeling "cookie-cutter" within a larger brand. I help them find ways to maintain uniqueness while leveraging the strength of a brand. Many hotels struggle with making their restaurants, bars or retail spaces profitable. Through concept refinement and operational efficiencies, we help reposition these outlets for success. Particularly for independent hotels, standing out in a crowded market can be a challenge. I help them craft a clear value proposition and guest experience that resonates with their ideal travelers. At Meridian Thinking, our approach is always tailored—hotels are not one-size-fits-all, and neither are their solutions.
Are there any shifts or trends you’re keeping an eye on?
More travelers are looking for hotels with personality, and this has led to continued growth in soft brands and lifestyle properties. I’m curious to see the role of OTAs as curators, as well as collection brands emerging in more price-conscious chain scales. Guests expect increasingly tailored experiences; hotels that leverage AI for personalized recommendations, messaging and service delivery will stand out. With social groups more diverse than ever, the way people interact with each other is increasingly nuanced. They are seeking more inclusive spaces, connecting passively with others and forming more intimate bonds with individuals [who] share their niche values and interests. As hoteliers, we need to adapt our spaces to this changing way of connecting. The hospitality landscape is evolving, and those who embrace these changes strategically will thrive.
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