• In conversation with Conner Hutchison, Head of Brand & Communications at 7H

    In an industry built on service, brand has often been treated as the finishing touch – the logo on the napkin or the tone of a guest email. But today, branding in hospitality has evolved far beyond aesthetics. It defines how teams behave, how guests feel, and how loyalty is built.

    At 7H, Conner believes that ‘brand has become the new service standard – a living, operational force that shapes every moment of the guest journey. From strategy and design to culture and communication, the company’s approach demonstrates how a clear brand purpose doesn’t just enhance guest perception, it drives performance.’

    We sat down with Conner to explore how branding is reshaping hospitality management, and why meaning has become as important as management.

     

    Q1. How do you define “brand” in a hospitality context today?

    Conner: For me, brand isn’t a marketing department deliverable, it’s a promise that lives in every interaction. In hospitality, that means your brand is experienced at check-in, in how staff greet guests, and even in how you respond when something goes wrong. It’s not just what we say; it’s what we do.

    At 7H, we see brand as an internal compass. It gives our teams clarity on who we are and how we serve, whether it’s a luxury resort or a lifestyle concept. When everyone understands the “why” behind the service, consistency and authenticity naturally follow.

     

    Q2. What’s changed most about how guests connect with hospitality brands?

    Conner: Guests today are incredibly brand-aware, but not in the traditional sense. They’re not only comparing rates or amenities; they’re asking, “Do I feel aligned with this brand?”

    The post-pandemic traveller values story, substance, and meaning. They want to understand what a hotel stands for; sustainability, community, creativity and they want that to come through in how they’re treated. The strongest brands make guests feel seen, not sold to.

     

    Q3. Many would say service is what defines hospitality not branding. How do the two connect?

    Conner: Service and brand are now inseparable. The brand sets the tone; service delivers on it. If your brand promises warmth, curiosity, or belonging, but your service feels mechanical, the entire experience breaks down.

    At 7H, we focus on brand-led service, ensuring every team member understands how brand values translate into behaviours. It’s not just about meeting standards; it’s about embodying identity. That’s what creates memorable stays and lasting loyalty.

     

    Q4. What advice would you give to independent hotels or management groups trying to strengthen their brand?

    Conner: Start from the inside out. Don’t rush to design or marketing before you’ve articulated your purpose and personality. Ask: what emotions do we want to leave with our guests? What kind of stories do we want them to tell? From there, communicate relentlessly – with your team first. When internal culture and external messaging align, brand strength follows naturally. And in hospitality, that alignment is everything.

     

    Closing

    As hospitality continues to evolve, brand has become more than a logo or a slogan, it’s the invisible thread that connects people, purpose, and performance. In the words of Conner, “Our guests might not always remember the exact details of their stay, but they’ll always remember how our brand made them feel.”