Why Most Hospitality Marketing Feels Generic – And How to Fix It
Walk down any high street, scroll through Instagram, or search for “restaurants near me” and you’ll start to notice a pattern. The same pastel aesthetics. The same vague taglines. The same overused buzzwords like “crafted” or “elevated”. It’s not that hospitality businesses aren’t trying, it’s that many are blending in when they should be standing out.
The truth is, too much hospitality marketing feels safe, surface-level, and, frankly, forgettable. And in an industry that thrives on experience, atmosphere, and personality, that’s a missed opportunity.
In this article, we’re breaking down why so much marketing in hospitality feels generic, and how you can avoid the trap by building a brand that’s clear, confident, and compelling.
The Problem: Playing It Safe
When launching a new venue or trying to attract more guests, it’s tempting to look at what’s already working and copy it. And while there’s value in taking inspiration, it often leads to watered-down branding and repetitive messaging.
The result? Another cocktail bar with “a twist”, another “cosy but vibrant” hotel, another “locally sourced, seasonal menu”. These phrases mean very little when they’re not backed by substance or originality.
Playing it safe might feel less risky, but in a saturated market, it's one of the fastest ways to be overlooked.
Visual Branding Without Voice
A common issue we see is beautifully designed hospitality brands with no clear tone of voice. The website might look great, the photos are polished, but when you read the copy, it says almost nothing.
Hospitality is all about atmosphere, yet many brands fail to translate the experience into language. What does your space feel like? What kind of service do you offer? Why do people love coming back? These are the stories your marketing should tell.
When you remove the personality, you remove the reason people should choose you over anyone else.
Misused Trends and Mixed Messages
It’s also easy to fall into the trap of chasing trends, whether that’s aesthetic choices, buzzwords, or hashtags—without asking whether they actually fit your brand.
Not every café needs to use Gen Z slang. Not every hotel needs to copy Soho House’s tone. And not every campaign needs to revolve around the latest viral sound.
Trying to appeal to everyone leads to messaging that feels unclear and inconsistent. The best hospitality brands know who they’re for, and speak directly to them.
So, What Does Good Hospitality Marketing Look Like?
Effective hospitality marketing feels confident, intentional, and aligned. It reflects what makes your venue different and gives your audience something to connect with.
Great brands:
Tell a story that’s true to the experience they offer
Use a tone of voice that feels human, not generic
Build consistent, recognisable visuals across every platform
Speak to their ideal audience, not everyone
Make it easy to understand what they offer, why it matters, and how to engage
This doesn’t mean you need to be loud or edgy. It just means being clear, consistent, and memorable.
Our Take: Let’s Make It Meaningful
At Ninety8 Media, we work with hospitality businesses who want more than just a logo and a few Instagram templates. We help you define your brand, craft your message, and build marketing that actually connects.
Because when your brand reflects the real experience you offer, people notice.
Want to Stand Out for the Right Reasons?
If you’re tired of blending in, we can help you clarify your message, sharpen your visuals, and build a hospitality brand that feels like you, and no one else.
Let’s make your brand unforgettable!
