The same holds true in the lodging business, an industry that’s chock-full of venerable brand names easily recited by the vast majority of Americas.

Hilton, Marriott, Holiday Inn and Sheraton, are just a few. And to each person, these brand names stand not only for a place to get a good night’s sleep, but represent the customer’s overall perception of quality and the services and amenities the brand has to offer.

A good brand carries with it priceless value that attracts buyers, while a brand that’s quality is sub par or allowed to lapse could spell danger for its owners. If you’re not sure what I mean just think Edsel or Crystal Pepsi. Not a pretty picture, is it?

With the promise of increased visibility, more robust sales and top of mind consumer consciousness, one company is forging ahead with the hopeful creation of a brand that’ll resonate with the consumer mindset.

The National Trust of Historic Preservation is hoping to tout it Historic Hotels of America (HHA) as a full-fledged brand and is now ramping up a variety of programs designed to capture the public’s imagination.

"Obviously there is an awful lot of choices in the marketplace for the consumer. More and more they go to the Internet to find distinctive and independent properties on par with the established brands,” said Thierry Roch, Executive Director of National Trust Historic Hotels of America. "We feel that as far as distinctive brands, we are second to none.” The burgeoning brand is in the midst of a multi-pronged plan to increase its visibility, including the recent addition of a GDS code – HE for historic experience. They are also running a co-op advertising program to further get inside the heads of travel agents. The association hopes to market the hotels as historical alternatives to cookie cutter hotel chains.

Roch believes now is the perfect time to start leveraging HHA as a brand because trends pinpoint millions of people yearn for a different type of lodging experience now offered at non distinctive chains. Since September 2001, nationalism and a desire to connect with American history is also on the rise.

According to the Travel Industry Association of America, 93 million Americans include an historic activity when traveling, opening the door for HHA to convince travel buyers to extend that sense of history to their lodging experience.

"We feel there is some comfort and value in going somewhere that has been there throughout the ups and downs of the industry’s history. Our common denominator is one of history and not of price point or property type,” Roch said, who explained these differentiating factors would give them a distinct edge over competitors. "We are able to target customers in all price-points that want to visit a community rich with American history.

All hotels in the group are more than 50 years old and must be on – or eligible – to be on the National Register of Historic Places. Hotels in the group include such well-known properties as the Waldorf=Astoria, The Lenox and the Biltmore.

At Starwood Hotels and Resorts Worldwide, the company is on an aggressive campaign to rejuvenate its Sheraton brand, whose "S” crested logo is recognized by 93% of Americans, according to the company’s commissioned studies.

The brand’s quality scores were on the downslide by the time Starwood bought the chain in 1998, a result of detached ownership and an aging property base. Loyal customers abandoned the brand, and rooms riddled with problems small and large quickly turned off new customers.

The new owners didn’t want to have another Pan Am on its hands, so Starwood executives created an action plan to reinvent the flagging brand. To date more than $1 billion has been spent on a variety of initiates directly designed to hone in on, and alleviate old nagging issues while reinventing the typical property’s look for modern day traveler.

According to Norman MacLeod, Executive Vice President of Sheraton Hotels and Resorts, the "S” has incredible top-of-mind awareness.

"Our logo is one of the key images. We learned we need to focus on that logo and build from that,” he said, explaining the importance of leveraging consumer awareness of the crested "S.”

The "S” is now prominently featured in all current print and television advertising.

During the last three years Starwood also announced a variety of Sheraton initiatives, including a new build prototype, upgraded bedding dubbed "Sheraton Sleeper,” new rooms designs that reflect local markets, hundreds of millions in renovations and stricter brand standards.

Article by Glenn Hausmann, Editor in Chief, Hotel Interactive.com. Reprinted with Permission.