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TV Expert Interviews / Customer Experience / Jun 26, 2023 / Posted by Marissa Freeman / 24

The Power of Hospitality in Building a Strong Brand (video)

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Creating an Unforgettable Customer Experience in the Hospitality Industry

Have you ever wondered what makes a brand stand out in the hospitality industry? According to Marissa Freeman, Chief Marketing Officer of Union Square Hospitality Group, it’s not just about the product or service – it’s about what people buy into. In a recent podcast episode, Freeman shared her insights on branding and customer experience in the hospitality industry.

Freeman defined a brand as an entity’s purpose that gives people a reason to join. She emphasized that every interaction a business has with a customer contributes to their perception of the brand. From the music in a restaurant to the loyalty app, it all shapes the customer journey. Freeman also highlighted the importance of ensuring that brand values overlap with any partnership.

Hospitality is another key factor in creating a positive customer experience. Freeman shared that their company subscribes to “writing the next great chapter,” which means making people feel welcome, seen, important, and as though they belong. It’s not just about making things right, but creating an experience that customers will tell others about. Freeman also talked about the two startups she is running and how they apply the teachings of Danny Meyer’s book, “Setting the Table.”

Freeman also discussed the challenge of maintaining control of a brand while scaling a startup quickly. She emphasized the importance of hiring the right people and training them to understand what excellence looks like. Union Square Hospitality Group’s philosophy is the virtuous cycle, which starts with taking care of employees first, leading to happy customers, suppliers, and investors.

In the end, Freeman stressed the significance of hospitality in creating a positive customer experience and building a successful brand. It’s all about understanding the emotions and needs of customers, creating simple and easy experiences, and meeting individual needs. Whether it’s B2B or B2C marketing, it’s all about people. So, the next time you’re in the hospitality industry, remember that every interaction matters, and strive to create an unforgettable experience for your customers.

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John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.

About Author

As the Chief Marketing Officer of Union Square Hospitality Group (USHG), Marissa Freeman leads our marketing and communications group. Marissa joined USHG in 2021, bringing equal parts client and agency-side executive experience, in consumer and B2B. An accomplished, globally recognized business and creative leader, Marissa combines impactful strategies with thoughtful branding to improve business performance and drive profitable growth. As part of the leadership team that brought USHG out of the pandemic, Marissa has built an industry-leading team of innovative marketers and hospitalitarians. Before joining USHG, Marissa was the chief brand officer at Hewlett Packard, where she was responsible for navigating the historic split of HP into two Fortune 50 brands. She then spearheaded the worldwide launch of the new HPE corporate brand, recognized as the highest new entry of all time in Interbrand’s Best Global Brands. In the years post-launch, Marissa’s work firmly established HPE as a leader in the emerging edge computing category and carved out a profitable niche for the company alongside the major cloud players.

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