How to Build a Brand as a PMC
Skift's Rafat Ali shares the two keys to hospitality: mastering your finances and building a unique brand.
According to Skift founder Rafat Ali, the two most important elements for building a hospitality business in 2025 are: mastering your finances and building a unique brand.
Before running a business, it’s essential to understand what a brand is. A brand is not a logo, a name, or a tagline. It’s a promise you make and consistently deliver on. Your brand is what travelers say about you when you’re not in the room.
Why Branding Is Crucial for Property Managers
In a crowded market, your brand is what sets you apart. When properties look alike and prices are comparable, travelers choose the company they trust, remember, and feel connected to.
Strong brands command higher rates, attract better properties, generate more direct bookings, and create loyalty that no algorithm can replicate.
Start With Your “Why”
Before designing any visual element, answer the fundamental question: why does your business exist beyond just profit?
The best hospitality brands are built on a clear purpose that resonates with both travelers and property owners.
Define Your Brand Personality
Is your brand premium and refined? Warm and approachable? Bold and adventurous? Its personality should feel authentic — true to who you really are, not an aspirational fiction.
This personality must be consistent across every touchpoint: your website content, social media tone, email communications, the style inside your properties, and even how your team answers the phone.
Thoughtful Visual Identity
Your logo, color palette, typography, and photographic style work together to create instant recognition. Invest in professional photography that tells a story. Create brand guidelines that ensure consistency as you grow.
Content That Connects
The best brand builders in short-term rentals don’t just list properties — they tell stories. They share hidden gems from their destinations, showcase the people behind the properties, and create content that makes future travelers feel something.
Build Your Community
A brand isn’t built in isolation. Get involved in your local community, collaborate with complementary businesses, and create partnerships that amplify your visibility.
Consistency Is Everything
The gap between your brand promise and your operational reality is your biggest risk. Every interaction either builds or erodes your brand.
Measure and Evolve
Track your brand health through satisfaction surveys, review analysis, direct booking rate, and repeat guest rate. Building a brand takes time, intention, and consistency. But for property managers aiming for long-term success, it’s the most valuable investment you can make.
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About the author
Nikki Mattei
Fractional CMO and Sustainability Specialist
I've been in the STR industry since 2017 when I moved from the UK to Italy. We were owners of a conscious luxury rental in Le Marche for 7 years. I've been in marketing for over 35 years with the pas
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