Mark Simpson explains that professional hosts should develop a 'property avatar'—a consistent persona/identity for each property—alongside guest and staff avatars. He argues that when multiple properties share the same brand, decor, and promotional elements, word-of-mouth referrals become specific to the brand name, helping growth and market recognition.
This is what's going to happen, especially as they grow, especially as every professional company, now Hosts tries to grow, is that you've got to make sure that, yes, you've got your guest avatar. We talk about your ideal guest, the guest that you want to walk through your doors. Yeah. But as you grow, you're going to have a property avatar as well, just like you're going to have a staff avatar and whatever avatar that you have. But that property avatar is key because when you get, say, five properties and they all fit the same brand, they all fit your same E Force, they've got the same, you know, decor, they've got the same promotional things are going around. When I go home and I speak to a friend of mine who says, yeah, I'm going to Liverpool, I'll go, oh, you should go. And stay with boom, insert name. Instead of going, oh, you should go. And I stayed at this Airbnb. And that is the key, in my opinion, to market in our growth. It's what people say about you when you're not in the room. And that is a big part of it for this crowd, for this professional host crowd.
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