We are the Cayuga Collection of Sustainable Luxury Hotels and Lodges. But for quite a while now, we have been struggling with what we should call ourselves. Are we sustainable hotels and resorts? Eco Lodges or Eco Resorts? Spelled differently? Ecoresort or Ecologe? And then there is the part of luxury, high-end or five star. Can an eco lodge call itself luxury or five star? So what to do? And then there is the marketing part of things.
We need to be visible on the internet. We are small operations in remote destinations with very limited marketing budgets. How do guests find out about us? Most of them are referred by word of mouth from former guest. We have an extremely high guest satisfaction index and our guests do most of the marketing of our hotels and lodges themselves. Often still by traditional word of mouth, but also every time more by ” online and social word of mouth”.
What about Google, Bing, Yahoo and the other search engines. It happens to be that eco lodge is searched for much less than eco resort. We much rather call ourselves an eco lodge though. But the word “lodge” might be misleading as we provide a very high end, maybe even luxurious experience to our guests. So that would make us a luxury or five star eco lodge. This term has very low search traffic though.
And then there are the operations that are not necessarily lodges. They are small hotels or resorts with a very strong focus on sustainability. They are small so the word boutique makes sense, but that might be confusing because it has more of an urban connotation and we are mostly located in rural areas. How about an Inn that communicates small and intimate. Confused yet? We are!
We would love to hear from you and help us solve this name and positioning dilemma. As of now, we are the Cayuga Collection of Sustainable Hotels and Lodges. Does that make sense? Should we change this? Let us know your opinion. Send us a note to firstname.lastname@example.org.