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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.
Why might these things be? As it turns out, each of these hotels had its own reasons for these visual presentations, but both are grounded in thinking that goes far beyond literal amenities and into the realm of the psychological.
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