The Lexicon
Hospitality, defined.
lexicon (n.) — the working vocabulary of a trade.
Ours is hospitality: the words that decide whether a hotel, restaurant or spa works — defined plainly, by the people who do the work.
C
-
No. 06
Channel mix n.
The share of a hotel’s bookings that each sales channel delivers — its own website, online travel agents, travel partners, group sales and the phone — judged on what each booking earns after its cost. Demand -
No. 07
Comp set n.
The small group of hotels a property genuinely competes with for the same guests — used to benchmark its product, prices and performance, and to test a new project against the market rather than against taste. Design
P
-
No. 02
Positioning n.
The decision about who a hospitality business serves, what it charges and why a guest chooses it over the place next door — settled before the name, the identity or the space. Brand -
No. 03
Pre-opening marketing n.
The plan that builds demand for a hotel, restaurant or spa before it opens — so that opening night isn’t the first time anyone hears of it. Demand
Naming
nounHospitality branding
The process of finding a name for a hotel, restaurant, spa or product that fits its positioning, can be owned, and still works on a sign, a menu and a booking confirmation.