Perspective: High Profiles

For most guests, it's what's inside the hotel that matters

Hotel advertising has a curious duality to it. Consider this: While a property’s marketers unfailingly boast about the hotel’s interior amenities— the room size, the service, the food, and spa and health club—print advertising usually eschews these things in favor of showing the hotel’s exterior. What guest really cares about the facade? Actually, that’s just the beginning. As these ads for New York’s Park Sheraton of 1954 and the Omni Dallas of 2011 demonstrate, marketers also clearly believe it’s essential to use a rendering instead of a photo and (holy of holies) to show the property at night too.

@UpperEastRob Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.