Become the brand to add value to guest experience

I read your News Analysis on hotel brand identity (DW 6 May) and found I was in complete agreement with the central point about the role of designers in developing that identity.

But one point that was touched on, which could be developed further, is the way in which designers can add value to the experience of customers and the level of services. These are the real things that underpin brand identity.

It’s not just a matter of adding things on; they have to become part of the brand, as Anne Konopelski rightly alludes to in her piece.

Ann Clarke

Design director

Claremont Group

Cheshire WA3 6QU