Vib? Venu? Why modern hotel names are often short, vague and misspelled
By Laura Powell, for CNN
6 minute read
10:29 PM EDT, Sun March 22, 2015
Jaz in the City —
The Jaz in the City brand from Germany's Steigenberger Hotel Group aims to offer "hip and happening hotels" that "move to the rhythm of today's curious global traveler." So why the odd spelling? It makes the name more trademarkable, say the pros.
Courtesy of Jaz in the City
Would a hotel by any other name offer sleep as sweet? —
Marketing experts say brands of the 21st century need to have handles that resonate in the online world. Spelling is often sacrificed in the quest for social media and texting brevity and an easily trademarked name.
Tune Hotel Kings Cross London —
Malaysia's Tune Hotels brand has more than 40 properties worldwide, including five in London. Some of the brand's execs, including the CEO, have backgrounds in the entertainment industry.
Courtesy Tune Hotels
W Bangkok —
W Hotels by Starwood was ahead of its time when it opened its first properties in pre-social media 1998. Its original target customer was a fashionable, high-energy individual -- someone who'd now likely be described as having a millennial psychographic.