How Your Hotel's Brand Shapes Your Guests' Experience: Insights from Omar of Studio Circa

Recently, our CEO and Founder Jasmine had the pleasure of chatting with Omar Boubess, the founder of Studio Circa, on Industry Chats. They dove into a fascinating conversation about how a hotel’s brand directly influences the guest experience—and why it matters more than ever.

Omar leads Studio Circa, an agency specializing in branding, strategy, concept development, and web design for the hospitality and restaurant sectors. The studio’s mission is simple yet powerful: to seamlessly blend storytelling with conversion, combining creativity with purpose. Omar brings a unique, artistic eye to brand identity, helping businesses in the hospitality industry craft unforgettable experiences and narratives for their guests.

It’s easy to overlook how much branding affects our experience as guests. But thankfully, professionals like Omar are focused on this crucial element. While technology undoubtedly plays a huge role in modern hospitality, it’s essential to remember that branding and the emotional component should always come first. You need to tell your brand’s story before guests can be wowed by the tech you offer. The details matter: from imagery and fonts to the models you feature in your photos. “Technology can enhance the brand, but it can never replace it.”

So, how do you begin to define your hotel’s brand? Start by asking one simple question: What makes our property unique? Guests are naturally drawn to things they can connect with—whether it’s an image that resonates with them, a color that evokes a certain feeling, or a particular aesthetic that speaks to their preferences. Even more importantly, the values and ethos your property lives by is what guests will cling on to. If you have a team on-site that’s dedicated to delivering exceptional guest service, it’s crucial to communicate that warmth and care long before guests step foot on your property. Let them experience the essence of your brand from the moment they first encounter it—whether that's through your website, social media, or marketing materials.

If a complete brand overhaul feels overwhelming, start small. Consider the emotions your guests feel when they first arrive at your property. Does your team offer personalized recommendations, whether for a fun night out or a relaxing spa experience? Are guests greeted with warmth and calm, or energy and enthusiasm? The emotions your guests experience are lasting, so start by focusing on cultivating the right feelings and build from there.

Ultimately, the hospitality industry is all about connections. If your brand doesn’t reflect that core value, you’re missing out on a tremendous opportunity to engage and resonate with your guests.

About Studio Circa 

Studio Circa is a specialized brand studio exclusively focused on crafting distinctive identities for hospitality concepts. With over 25 hospitality brands developed in the past three years across Canada, USA, Europe, Middle East and Asia - they've partnered with independent restaurants, bars, and boutique hotels, as well as established hospitality groups seeking to elevate their presence (A5 Hospitality, Damas Group, Novatuno Hospitality, EAT Group).

Their portfolio includes award-winning establishments, including two restaurants recognized in Canada's Top 100 and a bar featured in Canada's Top 50. What sets Studio Circa's approach apart is their commitment to developing rich, narrative-driven brand foundations that foster emotional connections with guests. Each concept they create extends beyond visual identity into a fully realized brand universe, thoughtfully executed across both print and digital touchpoints. To learn more, visit www.studio-circa.com/. 

About Affixify

Affixify is a technology due diligence platform designed specifically for hoteliers. Our platform helps hotel professionals quickly and efficiently compare a wide range of technology vendors to find the best solutions for their unique needs. With an unbiased approach and a comprehensive database of hotel technology platforms, Affixify ensures that hoteliers can make informed decisions and select the right technology to drive their business forward. We understand that no single solution fits all, and we’re here to help you find the perfect tech fit for your hotel. To learn more, get in touch with us at www.getaffixify.com