Words and their meaning in marketing

I recently learned that the marketing people read/hear "Family owned and operated" as not being up to muster to be in a chain, or being cut from a chain (re hotels). That is about as low as you can go, imo.
How can you reword this? What do you say on your website that you feel portrays being ABOVE a chain, or corporate hotel (even though you are a B&B)? If you are not select registry.
Shall we make our own four diamond brand? We can boast and brag and noone would really know what it means, or we can give it to our innRewards family here to be part of the "elite inns of innrewards" type thing.
Your thoughts?

I guess we are dealing with the masses and how they think and how we think are two diff things. Independently owned has a bad vibe too.
A B&B innmate here on the forum has a locally owned/independent they get quite a bit of business from, it is called "The Wedgewood" aka "The Wedgie." People go there and end up with them as they flee the wedgie.

More and more I see 'locally owned and operated' instead of family owned ... and then the words 'we give you the level of personalized service you deserve'
(or expect instead of deserve)
I like these words ... I want personalized service.
I never thought of family owned as being negative but it does seem to be phasing out. I assume (hope?) that my hosts at a b&b are on site because I am most comfortable with that and wonder about local. So I always search for that reassurance that someone is on site. I know - some of you are not on site - but I travel alone and it's my preference.
I also see mention of generations, years in business, and returning guests or customers who come back again and again

seashanty said:

More and more I see 'locally owned and operated' instead of family owned ... and then the words 'we give you the level of personalized service you deserve'
(or expect instead of deserve)
I like these words ... I want personalized service.
I never thought of family owned as being negative but it does seem to be phasing out. I assume (hope?) that my hosts at a b&b are on site because I am most comfortable with that and wonder about local. So I always search for that reassurance that someone is on site. I know - some of you are not on site - but I travel alone and it's my preference.
I also see mention of generations, years in business, and returning guests or customers who come back again and again.

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seashanty said:

I also see mention of generations, years in business, and returning guests or customers who come back again and again

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Yes they say that because it typically means older places, out dated.
I have been saying those same things, and now I think I need to stop, I need to make it so we don't sound like a dilapidated old place.
Because you see it doesn't mean it is drawing paying guests. I just want to clarify, it could be cutting off their nose to spite their face, scenarios.
And for all of us, we can't sit stagnate and think what we did in the beginning is still worth the same, sometimes we need to rethink it, even if it is just how we say it, and share it.

Food for thought...I realize there are those here in all phases and all variety of lodging styles, so take these comments an apply however you want. We all do what we do, but we can always learn and be better.

seashanty said:

More and more I see 'locally owned and operated' instead of family owned ... and then the words 'we give you the level of personalized service you deserve'
(or expect instead of deserve)
I like these words ... I want personalized service.
I never thought of family owned as being negative but it does seem to be phasing out. I assume (hope?) that my hosts at a b&b are on site because I am most comfortable with that and wonder about local. So I always search for that reassurance that someone is on site. I know - some of you are not on site - but I travel alone and it's my preference.
I also see mention of generations, years in business, and returning guests or customers who come back again and again.

Click to expand...

seashanty said:

... and then the words 'we give you the level of personalized service you deserve'
(or expect instead of deserve)
I like these words ... I want personalized service.

Click to expand...

and to me that reads hovering.
I could tell from my guests this morning they were millennials and did not want personal service. They wanted to be left alone. When I asked her nickname (as she had a longer name) I almost felt like I was intruding.
Yes, we have to be mind readers in this biz!

seashanty said:

More and more I see 'locally owned and operated' instead of family owned ... and then the words 'we give you the level of personalized service you deserve'
(or expect instead of deserve)
I like these words ... I want personalized service.
I never thought of family owned as being negative but it does seem to be phasing out. I assume (hope?) that my hosts at a b&b are on site because I am most comfortable with that and wonder about local. So I always search for that reassurance that someone is on site. I know - some of you are not on site - but I travel alone and it's my preference.
I also see mention of generations, years in business, and returning guests or customers who come back again and again.

Click to expand...

Like that phrasing

Family owned is so deceiving... you could say the same for Walmart and Cargill, never mind Ford, VW and Comcast.
I hate those ads for SCJohnson, a family company... what, the rest of us don't have families? Are you trying to tell us that you are right-wing and think that Anne Coulter is a left-wing nut job? What do you mean by that?

I don't always buy in to what the marketing crowd says and as a motel with only 8 rooms I think folks know I'm not a chain no matter what I say in advertising. Sure there are some independent hotels whose standards are not high enough to carry the flag of one of the nice chains, but that's different from the folks on this forum that just happen to be smaller properties.
My pitch is that we're mom and pop, if something is wrong, doesn't please the guest, well it's my failure, can't blame it on someone up the corporate ladder, let me know of my failure and I'll fix it, hopefully most guests see me as a friend and make me aware of any problems.
YES, I like the idea of "the elite inns of innrewards" or something along that line, we should each be promoting the entire group on our websites, either by way of InnRewards or a similar site or a common page on each of our sites listing the other members, surely our guests travel other places and would appreciate a recommendation of other properties, we could also share each others Facebook posts. I've always believed that we get more done as a team.

seashanty said:

More and more I see 'locally owned and operated' instead of family owned ... and then the words 'we give you the level of personalized service you deserve'
(or expect instead of deserve)
I like these words ... I want personalized service.
I never thought of family owned as being negative but it does seem to be phasing out. I assume (hope?) that my hosts at a b&b are on site because I am most comfortable with that and wonder about local. So I always search for that reassurance that someone is on site. I know - some of you are not on site - but I travel alone and it's my preference.
I also see mention of generations, years in business, and returning guests or customers who come back again and again.

Click to expand...

seashanty said:

More and more I see 'locally owned and operated' instead of family owned ... and then the words 'we give you the level of personalized service you deserve'
(or expect instead of deserve)
I like these words ... I want personalized service.
I never thought of family owned as being negative but it does seem to be phasing out. I assume (hope?) that my hosts at a b&b are on site because I am most comfortable with that and wonder about local. So I always search for that reassurance that someone is on site. I know - some of you are not on site - but I travel alone and it's my preference.
I also see mention of generations, years in business, and returning guests or customers who come back again and again

Click to expand...

Ok, when I read family-owned on a small b&b property I think I'm going to be eating with kids and watching TV in the den with the rest of the family. It strikes wrong with me.
Locally owned is a whole other kettle of fish.
Now, if it's a larger property I don't think the same thing.
So, it has to do with the perception of what a place could possibly be. It behooves us as owners of intimate properties to make it clear there is a defined space for the guests vs the owners.
I've tried staying places where the common areas are for the host family and the guests and it's uncomfortable for me. So it's best to make that clear.

No matter how it is worded some will think it means something different than what it does, unless we define what it means. Of course it may be defined within our website, which they would need to read!

Morticia said:

seashanty said:

More and more I see 'locally owned and operated' instead of family owned ... and then the words 'we give you the level of personalized service you deserve'
(or expect instead of deserve)
I like these words ... I want personalized service.
I never thought of family owned as being negative but it does seem to be phasing out. I assume (hope?) that my hosts at a b&b are on site because I am most comfortable with that and wonder about local. So I always search for that reassurance that someone is on site. I know - some of you are not on site - but I travel alone and it's my preference.
I also see mention of generations, years in business, and returning guests or customers who come back again and again.

Click to expand...

seashanty said:

More and more I see 'locally owned and operated' instead of family owned ... and then the words 'we give you the level of personalized service you deserve'
(or expect instead of deserve)
I like these words ... I want personalized service.
I never thought of family owned as being negative but it does seem to be phasing out. I assume (hope?) that my hosts at a b&b are on site because I am most comfortable with that and wonder about local. So I always search for that reassurance that someone is on site. I know - some of you are not on site - but I travel alone and it's my preference.
I also see mention of generations, years in business, and returning guests or customers who come back again and again

Click to expand...

Ok, when I read family-owned on a small b&b property I think I'm going to be eating with kids and watching TV in the den with the rest of the family. It strikes wrong with me.
Locally owned is a whole other kettle of fish.
Now, if it's a larger property I don't think the same thing.
So, it has to do with the perception of what a place could possibly be. It behooves us as owners of intimate properties to make it clear there is a defined space for the guests vs the owners.
I've tried staying places where the common areas are for the host family and the guests and it's uncomfortable for me. So it's best to make that clear.
.

Click to expand...

Morticia said:

seashanty said:

More and more I see 'locally owned and operated' instead of family owned ... and then the words 'we give you the level of personalized service you deserve'
(or expect instead of deserve)
I like these words ... I want personalized service.
I never thought of family owned as being negative but it does seem to be phasing out. I assume (hope?) that my hosts at a b&b are on site because I am most comfortable with that and wonder about local. So I always search for that reassurance that someone is on site. I know - some of you are not on site - but I travel alone and it's my preference.
I also see mention of generations, years in business, and returning guests or customers who come back again and again

Click to expand...

Ok, when I read family-owned on a small b&b property I think I'm going to be eating with kids and watching TV in the den with the rest of the family. It strikes wrong with me.
Locally owned is a whole other kettle of fish.
Now, if it's a larger property I don't think the same thing.
So, it has to do with the perception of what a place could possibly be. It behooves us as owners of intimate properties to make it clear there is a defined space for the guests vs the owners.
I've tried staying places where the common areas are for the host family and the guests and it's uncomfortable for me. So it's best to make that clear.

Click to expand...

Good points.

Since there are no magic words to use and you can't be all things to all people --- what is that method where you use some words on a page, different on another, and track the hits you get?
Who are you trying to attract?
My millenial children are aging just like everyone else. But they seek out trendy and new as long as it's comfortable. They all love great food and a fun atmosphere and no hassle (two are brand new parents - so now they add bringing babies to the mix and they want to nurse them at the table without anyone blinking an eye). They like making their own coffee and/or tea whenever they want and lots of it. They also are big on WATER and wine and drinks - I don't know how that can be factored in. They love to have a choice of activities near where they go and often pick all-inclusive resorts. They like going green and look for the recycling bin, are always connected so of course free wifi and a strong cell signal which we all have known for a long time. They get movies and sports in their rooms at night, a/c if it's hot and fireplaces when it's chill and fire pits and conversation pits and barbecues are all over their facebook pages. They use uber and lift. They get ideas and/or shop on facebook, instagram, etsy and twitter ... if a friend recommends you, they'll check out your place.
I could go on and on about my millenial kids.

JBloggs said:

Shall we make our own four diamond brand? …. or we can give it to our innRewards family here to be part of the "elite inns of innrewards" type thing.
Your thoughts?

Click to expand...

We have "Owned and operated by the Honda family"

Why is "Family owned and operated" (or other substitute) important? Why would, or should, a prospective guest care about that?
This strikes me as more towards the "It's about us" (the innkeepers and the inn, who and what we are and offer) end of the scale than the "It's about you" (the guest, and what their experience will be -- the benefit) end.
Can we re-cast our thinking, and our word-smithing, to approach this from a guest experience benefit perspective?

OnTheShore said:

Why is "Family owned and operated" (or other substitute) important? Why would, or should, a prospective guest care about that?
This strikes me as more towards the "It's about us" (the innkeepers and the inn, who and what we are and offer) end of the scale than the "It's about you" (the guest, and what their experience will be -- the benefit) end.
Can we re-cast our thinking, and our word-smithing, to approach this from a guest experience benefit perspective?.

Click to expand...

Why is "Family owned and operated" important.
Maybe it depends on the guest or age/attitude of the guest. As an old person, it is important to me, I'm going to see the same faces and expect the same quality from year to year, comfortable like an old shoe, but yes that's probably more important to a returning guest that was pleased with the property in the past. For a new guest it should mean that they have direct contact with the person in charge in the event of a need or problem, an individual that truly cares about their experience and isn't just working for a paycheck.

OnTheShore said:

Why is "Family owned and operated" (or other substitute) important? Why would, or should, a prospective guest care about that?
This strikes me as more towards the "It's about us" (the innkeepers and the inn, who and what we are and offer) end of the scale than the "It's about you" (the guest, and what their experience will be -- the benefit) end.
Can we re-cast our thinking, and our word-smithing, to approach this from a guest experience benefit perspective?.

Click to expand...

OnTheShore said:

Why is "Family owned and operated" (or other substitute) important? Why would, or should, a prospective guest care about that?
This strikes me as more towards the "It's about us" (the innkeepers and the inn, who and what we are and offer) end of the scale than the "It's about you" (the guest, and what their experience will be -- the benefit) end.
Can we re-cast our thinking, and our word-smithing, to approach this from a guest experience benefit perspective?

Click to expand...

Because people work hard for their money and don't want it going to a corporate owned entity, or sending their money overseas. You may find it different in the Northeast, but in the South having an American flag flying and being owner operated means something. I do agree with the word-smithing. It is about the guest, that is what it is about. Spending your money locally vs overseas or corporate. And yes, we have to share who we are. Again, this is much diff to rentals - when they sleep under your roof. Much diff to motels. So we have to take it fwiw for each of us.
And btw I was told something yesterday to pass on...
No offence to Eastern Indians who are hoteliers, but they will say "American owned" on their independent hotels almost every time. There is a stigma involved. This is a fact from a trusted person who knows.

JimBoone said:

OnTheShore said:

Why is "Family owned and operated" (or other substitute) important? Why would, or should, a prospective guest care about that?
This strikes me as more towards the "It's about us" (the innkeepers and the inn, who and what we are and offer) end of the scale than the "It's about you" (the guest, and what their experience will be -- the benefit) end.
Can we re-cast our thinking, and our word-smithing, to approach this from a guest experience benefit perspective?.

Click to expand...

Why is "Family owned and operated" important.
Maybe it depends on the guest or age/attitude of the guest. As an old person, it is important to me, I'm going to see the same faces and expect the same quality from year to year, comfortable like an old shoe, but yes that's probably more important to a returning guest that was pleased with the property in the past. For a new guest it should mean that they have direct contact with the person in charge in the event of a need or problem, an individual that truly cares about their experience and isn't just working for a paycheck.
.

Click to expand...

JimBoone said:

Why is "Family owned and operated" important.
Maybe it depends on the guest or age/attitude of the guest. As an old person, it is important to me, I'm going to see the same faces and expect the same quality from year to year, comfortable like an old shoe, but yes that's probably more important to a returning guest that was pleased with the property in the past. For a new guest it should mean that they have direct contact with the person in charge in the event of a need or problem, an individual that truly cares about their experience and isn't just working for a paycheck.

Click to expand...

Correct!

I'm in the northeast (Massachusetts) and we've got the flag flying ... here and up and down the street. But I also like our flagpoles that look like ship masts.
The flag is on our lighthouse all summer which I love.
Here's our town common

See the trouble for me is family owned and run implies there will be a family potentially with small children there which I really don't want - tied in with the situation I have had before of kids answering the phone and everything being a bit sticky, and unprofessional.
perhaps "independently own and professionally run" - we personally emphasis we have 30 years or more hospitality experience between us and how we are able to make immediate changes if there is a problem. However it was interesting in a survey by (I think it was A R) said that people didn't trust owner run establishments to be professional they trusted an employed manager to deal with problems more effectively! Find that the height of irony!

seashanty said:

I'm in the northeast (Massachusetts) and we've got the flag flying ... here and up and down the street. But I also like our flagpoles that look like ship masts.
The flag is on our lighthouse all summer which I love.
Here's our town common

.

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Ipswich ?