How to come up with a hotel name: principles and examples of successful hotel naming. How to come up with a hotel name

The term: mini-hotel or mini-hotel - appeared in our country relatively recently. Previously, market players, in fact, worked at their own peril and risk. Today, at the legislative level, establishments with 5-15 rooms are considered mini-hotels. The most developed mini-hotel market is in Moscow, Sochi and St. Petersburg. According to the President of the Russian Hotel Association Gennady Lamshin, in the near future inexpensive mini-hotels and hostels will open throughout Russia.

From the point of view of "paperwork", opening a hotel business is not difficult. No licenses are required to carry out this activity. In fact, all that is needed is to register a business with the tax service (IP or LLC), prepare the premises and coordinate the facility with the SES and the fire inspectorate. Mini-hotels operate on a simplified taxation system at a rate of 6% of revenue or 15% of profit. There is no income tax, property tax and VAT under the simplified tax system. All you need is a cash register. So there are positive aspects here, although there are still many unofficial players on the market who work without registering a business.

There are two main options for starting a hotel business in a mini-format:

• rental of premises (house or large apartment) and its conversion into a mini-hotel (hostel);
• construction of a completely new building.

Let's analyze each option in more detail.

The first way is cheaper. A four or five-room apartment or a separate room is rented, bunk beds are installed in the rooms, light cosmetic repairs are made and guests can be received. Due to the lack of space, it is pointless to make expensive rooms. The demand for them is not so frequent: most customers are always looking for something cheaper. Therefore, for the assortment it is more expedient to make one suite or junior suite. The remaining areas can be made multi-seat, as businessman Roman Sabirzhanov from Moscow did: on fifteen square meters, the entrepreneur has bunk beds (10-14 beds). Each place is rented for 600 rubles per day. There is always demand. This option is almost twice as profitable as a separate luxury room of 20-30 sq.m.

The only drawback is the high cost of renting the premises. Rent 200 - 300 sq. m. of living space in the province will cost up to 150 thousand rubles a month. In Moscow, about 400 thousand rubles. However, such costs are more than paid off with proper occupancy of the hotel.

A more expensive option is the construction of a turnkey mini-hotel. A building with 10 rooms + a cafe for final finishing will cost 11,000,000 rubles:

It is not necessary to build a building according to a hotel project. You can build an ordinary cottage for 300-400 sq.m. and make 15-20 mini-rooms in it. The option of buying a residential building and converting it into a hostel is a fairly common practice. The only thing that is needed in this case (except for redevelopment) is to transfer the object under the type of permitted use in order to avoid problems with regulatory authorities in the future.

The advantage of the format is that the property will be your property: there will be no such significant item of fixed costs as renting a room.

If finances allow, then you can attach a sauna or a bathhouse to such a hotel, make a billiard room, a gym, etc. This will increase business income, although it will add additional worries with the maintenance of this service.

A few tips for the design and arrangement of the hotel. “If you are targeting business class (the most common option), then there is no point in investing in unusual design solutions,” say the participants of the professional hoteliers forum (prohotel.ru). - Do everything practical: a minimum of beauty - a maximum of benefit. Create a full range of services for guests, including self-service. Install free internet, make a separate room with an iron and ironing board, offer free tea in the morning - the client will appreciate it.” Here is what Olga Popova, a user of the prohotel.ru forum, says:

“Expensive finishes and furniture are also useless,” says user Irida, who is building a mini-hotel with her husband:

Market prospects

According to the majority of market players, the hotel business in Russia still has room to grow. Yes, Moscow and St. Petersburg are already oversaturated with supply. More than 600 hotels and hostels are open in the cultural capital. During the season there is enough work for everyone, but out of season you have to fight for each client. In the provinces, on the contrary, the market is still far from saturation, and the opening of hotels here is the most justified and profitable.

How to name a mini-hotel

Are you having difficulty finding the name of your hotel? Especially for you - a selection of classic names of hotels and hostels:

• Business trip
• Silence
• kind guest
• Good night
• nochenka
• Meeting
• Sweet home
• Teremok
• Nest
• Northern lights
• White Nights
• Den
• Mystery
• From dusk to dawn
• Tourist
• Like at home
• day
• Wanderer
• Visit
• By name: Svetlana, Elena, Diana, etc.

Brief business plan for a mini-hotel

Let's calculate the profitability of a mini-hotel (hostel) for 10 rooms with a maximum capacity of 50 people per day.

Input data:

• room - 200 sq. meters with a rent of 100 thousand rubles per month;
• capacity - 50 people;
• the population of the city is 600 thousand inhabitants.

Initial investment:

• redevelopment and repair of the premises - 1,000,000 rubles;
• furniture, bedding, appliances - 600 thousand rubles;
• rent deposit for 2 months - 200 thousand rubles;
• other organizational expenses - 100 thousand rubles.

TOTAL: 1,900 thousand rubles

Business profitability:

Hotel accommodation services will be among the lowest in the city. This is due to the fact that most of the hostel rooms will be made in the studio format and not the entire room will be rented out, but only a separate bed. The average price of accommodation per day, thus, will be only 700 rubles. Due to the low price, a high hotel occupancy rate is predicted, by an average of 60%. The minimum number of clients per day is 30 people. Hence the income per day - 21,000 rubles. Per month - 630,000 rubles. Additional income (paid breakfast, laundry, etc.) will not be taken into account.

Monthly Fixed Costs:

• rent of premises - 100 thousand rubles;
• utility bills - 60 thousand rubles;
• salary (4 people) - 90 thousand rubles;
• insurance deductions - 30 thousand rubles;
• consumables (powders, towels, etc.) - 20 thousand rubles;
• other expenses - 50 thousand rubles.

TOTAL: 350 thousand rubles.

Thus, the monthly profit of the mini-hotel before tax will be 280,000 rubles. After taxes (STS, 15% of profit), net profit will be 238,000 rubles. With such calculations, the return on investment in the business will come after 8 months of work.

If you are in the opening stage of a hotel or are starting to sell a hotel that will open its doors in a few months, then perhaps one of the issues that needs to be addressed is the name. I never thought this question was difficult until I was asked to recommend a hotel name. Because the name strongly affects the further loading, I had to think and put together all the possible advantages and disadvantages, risks and prepare some theoretical justification for finding the name of the hotel.

So, the requirements for the name of the hotel, as an element of marketing:

• 1. The name of the hotel must be unique, i.e. avoid confusion with other accommodation bases in the region. Therefore, make a list of all hotels in the direction and do not repeat yourself. Also, the uniqueness of the name will simplify the procedure for registering an enterprise and a trademark. In Sevastopol, for example, there is a hotel "Sevastopol" and a boarding house "Sevastopol" (in Omega). There was some naming confusion before the Sevastopol Hotel became the Best Western Hotel Sevastopol.

• 2. It must be euphonious for 100% of the current and future target audience. There are many funny examples of how a name in a foreign language sounds stupid or abusive in Russian and vice versa.

• 3. If the target audience is 80% homogeneous, then you can play on the feelings, affections or preferences of this target audience. For example, the name can appeal to national feelings, be pleasant and familiar, like the name of the capital of their homeland ...

• 4. The name of the hotel should attract attention. It should not be lost in the information flow, at least for a moment occupy the attention of a person. This will make it memorable and arouse interest. Agree, the name of the hotel "Happy Pushkin" in St. Petersburg is intriguing. If the name is remembered, then this already gives a significant chance to attract a guest.

• 5. It should sound proud, status. A person should not feel shame when naming the hotel where he stayed. Names such as "Dubki", "Anna", "Teremok", "Katyusha", "At Yasha" initially complicate their promotion. How to answer the question "Where are you staying?" - “In Dubki” or “In Anna”, I would prefer to say that I don’t remember. But at the same time, it should not sound arrogant, overestimating the expectations of guests. If the guest was going to the Prestige Hotel Royal Marine Club, which turned out to be an ordinary renamed building of the Soviet tourist complex, then this contrast will not be in favor of the hotel. In terms of the image component of the name, it is better to understate than to promise more than it is.

• 6.Because the name of the hotel will then be applied to different media in the form of a logo; it should initially carry the prerequisites for the development of the original logo. Here it is difficult to formulate what requirements should be put forward to the name in this case, but it is necessary to check all the options that arise for the possibility of creating an original logo.

• 7. It is desirable that the name sound the same in the national language and in English. Then, for example, it will be possible to have one logo for all languages, without thinking about whether to translate the name or transliterate it.

• 8. The name can be part of the positioning if it reveals the theme of the hotel. Those. if the hotel has a theme and it can be displayed in the title, then it is better to do so than to reveal the positioning in further communication. So, for example, the Black and White Hotel, with its name, speaks of the specifics of interior design - black and white tones.

• 9. Also, the positioning of the hotel is well revealed by generally accepted decoding of typical hotels, such as Resort, Palace, SPA, Garden Hotel, Beach Hotel, Aparthotel, Boutique Hotel. If your hotel has such an identifier in addition to the name, then your product is understandable to an international audience. Only the hotel should really correspond to the international concept. For example, Aparthotel Americano in Odessa, in my opinion, perfectly and harmoniously conveys both the spirit and type of the hotel. In addition to generally accepted international classifications, local types appear: Congress-Park, Royal Hotel, Hostel and Gallery ... Maybe someday they will become generally accepted, but until this happens, I cannot recommend my readers to use unofficial transcripts or come up with their own.

• 10. The name must be the brainchild of a person who will be responsible for the operation of the hotel in the long term. Those. there must be a personal connection between the manager (owner) and the name of the hotel, so that he loves the hotel and its name as his child. This is very important, because it is this person who will invest his energy in business development. Therefore, do not impose your opinion on the owner, even if you have the authority to do so. But it is not enough to give birth and love the name of your hotel, you also need to fully understand the meaning and significance of this name, know the historical plots and semantic associations associated with it. This will prevent unpleasant misunderstandings. It is even better that the name be chosen from the cultural layer that its author lives in, otherwise the guests whom the name will attract may be disappointed by the discrepancy between the spirit of the name and the spirit of the hotel. And one more thing: this paragraph of the recommendation is appropriate only with the condition of using other recommendations. Otherwise, it may turn out that the owner will call the hotel after himself.

• 11. Location is very important for a hotel. If the place is the pride of the hotel, or vice versa, it is difficult to find, if there are already hundreds of small hotels around, or vice versa, your hotel is one of the few, then you can stand out by choosing a name that identifies the hotel with the city, street, landmark, metro station. Hotels in St. Petersburg are full of such names or additions to the names: Vasilyevsky, Nevsky, Moscow Gates.

• 12. There is an opinion that one should look for names starting with "a" in order to get ahead of the lists formed alphabetically. I don’t know of any modern room sales resource for which this would be important, but just in case, you can give such a recommendation ... you never know, some project decides to quote its partners and will not find anything more original than doing it on alphabet.

• 13. If it is possible to work for some time without a name or with the name “No Name”, then it would be ideal to ask guests about the name or choose it yourself by carefully considering the reactions of guests to various aspects of the hotel. This approach allows you to relax about the task of finding a name and come up with it one evening while drinking a cocktail with your guests.

In conclusion, it must be said: the correct name is not a guarantee of success, but it can shorten the road to it. Create coherent concepts that weave together design, service, location, owner values, target audience needs, and give them concise, unique names that create a favorable image. Better yet, do not risk choosing the name yourself, hire specialists :) And good luck!

Fashion is clearly not enough space on hangers. Big names have long migrated from labels to dishes, appliances and even hotels!

La Maison Champ Elysees, Paris

The hotel, the interiors of which were developed by Maison Martin Margiela, fully fits into the concept of a fashion house - invisible white. 17 suites of La Maison Champ Elysees seem to dissolve the guests in the snow-white walls.


Everywhere there are secret codes for members of the almost religious brotherhood of Margiela worshipers - fake fireplaces, bedside lamps made from bottles, the famous four stitches. The cost of a night in the MMM hotel starts from 228 euros, but you can touch the legend of Belgian minimalism for 48 euros. On Sundays from 12 to 3 at La Maison Champ Elysees they serve a great brunch.

Maison Moschino, Milan


The interiors of Maison Moschino reflect all the irony of the fashion house - a dress-bed, huge cupcakes-pillows. Surprisingly, in all this madness it is quite easy to live.


In addition to design, the hotel offers its own park, which is a huge plus in close Milan. In addition, accommodation here is quite inexpensive. Night at Maison Moschino from 126 euros.

Armani Hotel, Milan


The interiors of Armani hotels (there are only two of them - in Milan and Dubai) seem to be buttoned up. Strict, concise, with numbers adjusted to the centimeter. The one in Milan is perfect for a short stop in the golden triangle of Montenapoleone, Spiga and Manzoni streets.


Dubai's Armani Hotel will appeal to lovers of breathtaking views, it is located in the Burj Khalifa tower - the tallest building in the world. The cost of rooms in Dubai and Milan is synchronous, a night from 500 euros.

Armani Hotel, Via A. Manzoni, 31, 20121 Milano

The St. Regis, Florence


Giant for Florence, and indeed the Bottega Veneta suite at the St. Regis consists of a bedroom, a dining room and two toilets. Furniture, fabrics and accessories were all borrowed from the brand's collections. There is really a lot of leather (Bottega Beneta is famous for its intricately woven bags) and exclusive finishes (like New Zealand sheepskin carpets).


Of the undoubted advantages - a view of the Arno River, of the minuses - the space cost of 8000 euros per night.

Hotel Missoni, Edinburgh


In gloomy Gothic Edinburgh, as nowhere else, there is a lack of bright colors, which the Missoni family has more than compensated for by opening their third hotel here.
Italian passions are here at the service of English practicality - there is nothing superfluous in the rooms, only inspired zigzags and everything a traveler needs.


By the way, the Missoni hotel chain is one of the most budget options for staying in designer apartments. The cost of the night starts from 150 euros.

In large cities, there are a very large number of hotels and other places of stopping and rest for visitors. The competition is on the rise! And one of the effective ways to look worthy in this market is to give a bright and memorable name to your establishment! To do this, you can either hire a naming specialist, or try it yourself.

Basic rules to consider.

The name of a hotel can greatly affect the liquidity of its room stock. When choosing a place to stay on the sites of viewing and booking hotels, bright and original names attract attention. Those that stand out from the general flow. Of course, you are not limited in your choice, but some basic rules should still be applied in order to avoid common mistakes.

Initially, of course, you need to study competitors. No need to think about such typical names as "Comfort" or "Comfort". The main goal is to stand out from the crowd, to create a unique name.

Brevity, simplicity and euphony are the basis of quick memorization. A complex phrase, or the name will not be remembered immediately. When choosing options, think about how this or that name will sound, look, how difficult it will be to enter it into the search engine line on the Internet. Ideally, you should not use more than 2-3 words in the title.

The name of the hotel, first of all, should be focused on its target audience. An "economy class" hotel may well have a name in Russian. A hotel of a higher price category can already hope for a wealthy clientele and foreigners. Therefore, the name of such a hotel should sound good both in Russian and in English (“Hotel Astoria”), for example.

If your hotel is a fashion hotel, you need to express this status through its name, using the terms used in such cases. Such as: "Grand" or "Royal". This will immediately add prestige to the name. But keep in mind that the name of the hotel, of course, should correspond to the service of the guests in it.

For a small hotel, simple but sincere names are more suitable. "Bedtime Story" or simply "Sacvoyage".

When choosing a hotel name, it is very good to use the features it has. This could be a location, such as "Inside Courtyard," or a feature of the hotel's building design, such as "Cosy Pentagon." Hotels are well remembered, in the name of which there is the name of a famous literary or cartoon character. "Hotel Onegin", "Papa Carlo's House".

In general, the fantasy in the matter of the name of the hotel can be limitless! And if you choose correctly, guess it, then later it will definitely have a positive effect on the image of your hotel and on the demand for its rooms.

28.03.2018

The term mini-hotel or mini-hotel appeared in our country relatively recently. Previously, market players essentially worked at their own peril and risk. Today, at the legislative level, establishments with 5-15 rooms are considered mini-hotels. The most developed mini-hotel market is in Moscow, Sochi and St. Petersburg. According to the President of the Russian Hotel Association Gennady Lamshin, in the near future inexpensive mini-hotels and hostels will open throughout Russia.

This is the group most likely to become a reserve. Thanks to the hotel's unique and original name, these users will have no problem finding a hotel in the top positions. In contrast, if the name is a generic word, the hotel runs the risk of not being diluted among the many other results that the word stands for, thus being able to compete with millions of other sites.

It all depends on the overall strategy

If the name of the hotel is a word that means something else, the problems begin. In addition to the original name, the hotel name may contain another word. If the hotel is clear that it will be promoted in some other defining characteristic, it will be part of its most basic strategy and it will be for everyone with it, then it is advisable to include it as part of the name.

From the point of view of "paperwork", opening a hotel business is not difficult. No licenses are required to carry out this activity. In fact, all that is needed is to register a business with a tax office (IP or LLC), prepare the premises and coordinate the facility with the SES and the fire inspectorate. Mini-hotels operate on a simplified taxation system at a rate of 6% of revenue or 15% of profit. There is no income tax, property tax and VAT under the simplified tax system. All you need is a cash register. So there are some advantages here as well. Although there are still many non-official players on the market who work without registering a business.

This other characteristic may refer to the destination, to some prominent installation, or to the name of the circuit, or to some characteristic. If yes, turn it on. If not, it's best not to, resisting the temptation to confuse what's desirable with what's feasible. Will the hotel bid for the word "Madrid" or "Barcelona"?

Hostel name examples

If he's not going to do it, it's not worth it to be part of the name. Written by Pablo Delgado and Cesar Lopez. Find out here if the brand is available. It's not 100% reliable. How long does it take? Maximum 12 months if there are no objections or claims. Expected 4 to 8 weeks in normal case.

What are the options for starting a hotel business in a mini-format? Perhaps, two main options can be distinguished: renting a room (a house or a large apartment) and converting it into a mini-hotel (hostel) or building a completely new building. Let's analyze each option in more detail.
The first way is more budgetary. A four or five-room apartment or a separate room is rented, bunk beds are installed in the rooms, light cosmetic repairs are made and guests can be received. Due to the lack of space, it is pointless to make expensive rooms. The demand for them is not so frequent, most customers are always looking for something cheaper. Therefore, it is more expedient to make one deluxe or junior deluxe room, so purely for the assortment. The rest of the squares can be made multi-seat, as did the entrepreneur Roman Sabirzhanov from Moscow. On fifteen square meters, the entrepreneur has bunk beds (10-14 beds). Each place is rented for 600 rubles per day. There is always demand. This option is almost twice as profitable as a separate luxury room of 20-30 m2.
The only negative is the high cost of renting the premises. Renting 200 - 300 m2 of living space in the provinces will cost at least 150 thousand rubles a month. In Moscow, at least 400 thousand. However, such costs are more than paid off with proper occupancy of the hotel.

Could you name the hotel in Bangkok the same as yours? What if he's in France? What about Almeria? You will need to register it in the area where you start to be a problem or an issue. Our recommendation is to register the mark in Europe and in two classes. How much does it cost? It varies if it is national, European or international.

In what cases it is necessary to change the name of the hotel

Yes, another thing is that it is free and has no opposition or suspension. You don't have many options. You may not use such mark for commercial purposes. In practice, this means that if the other company is aware that you can sue or ask for a "royalty" for using the mark.

A more expensive option is the construction of a turnkey mini-hotel. A building with 10 rooms + a cafe for final finishing will cost 11,000,000 rubles:

It is not necessary to build according to the hotel project. You can build an ordinary cottage for 300-400m2 and make 15-20 mini-rooms in it. By the way, the option of buying a residential building and converting it into a hostel is a fairly common practice. The only thing that is needed in this case (except for redevelopment) is to transfer the object under the type of permitted use. In order to avoid future problems with regulatory authorities.
The advantage of this format is that the property will be your property. That is, there will not be such a significant item of fixed costs as renting a room (as in the first option).
If there is “extra” money, then you can attach a sauna or a bathhouse to such a hotel, make a billiard room, a gym, etc. This will slightly increase the income of the business, although it will add additional worries with the maintenance of this service.
A few tips for the design and arrangement of the hotel. If you are targeting business class (the most common option), then there is no point in investing in unusual design solutions. This is the opinion of the participants of the professional forum of hoteliers (prohotel.ru). More often than not, it's throwing money away. Do everything practical, a minimum of beauty - a maximum of benefit. Create a full range of services for guests, including self-service. Install, make a separate room with an iron and ironing board, offer free tea in the morning - the client will appreciate it. Here is what Olga Popova, a user of the prohotel.ru forum, says:

We recommend that you negotiate with them anyway. This way, intermediaries stay with the clients who are looking for you. Spectacular hotels that are out of the ordinary and that can be located in places like the Arctic, in the jungle, some luxurious street in Paris hanging from a mountain, or even with rooms that are underwater. Any clear idea is valid for attracting eccentric tourists with gold cards in their wallets.

However, the scenery is impressive: you can often see the breathtaking glow of the borealis from here. Definitely a unique experience. A place that is more like a sanctuary and with the intention of leaving you speechless. All surroundings of the hotel are built from wood and natural materials. It has a very attractive restaurant with great views.

“Expensive finishes and furniture are also useless,” says the Irida user, who is building a mini-hotel with her husband:

Market prospects

According to the majority of market players, the hotel business in Russia still has room to grow. Yes, Moscow and St. Petersburg are already oversaturated with supply. More than 600 hotels and hostels are open in the cultural capital. During the season there is enough work for everyone, but outside the season you have to “fight” for each client. In the provinces, on the contrary, the market is still far from being saturated, and the opening of hotels here is the most justified and profitable.

How to name a mini-hotel

Are you having difficulty finding the name of your hotel? No problem. Especially for you - a selection of classic names of hotels and hostels:

• Business trip
• Silence
• kind guest
• Good night
• nochenka
• Meeting
• Sweet home
• Teremok
• Nest
• Northern lights
• White Nights
• Den
• Mystery
• From dusk to dawn
• Tourist
• Like at home
• day
• Wanderer
• Visit
• By name: Svetlana, Elena, Diana, etc.

Brief business plan for a mini-hotel

Let's calculate the profitability of a mini-hotel (hostel) for 10 rooms with a maximum capacity of 50 people per day.
Input data:

• Premises - 200 sq. meters with a rent of 100 thousand rubles per month.
• Capacity - 50 people
• City population - 600 thousand inhabitants

Initial investment:

• Re-planning and repair of the premises - 1000 thousand rubles.
• Furniture, bedding, appliances - 600 thousand rubles.
• Deposit for rent for 2 months - 200 thousand rubles.
• Other organizational expenses - 100 thousand rubles.

TOTAL: 1,900 thousand rubles

Business profitability:
Hotel accommodation services will be among the lowest in the city. This is due to the fact that most of the hostel rooms will be made in the studio format and not the entire room will be rented out, but only a separate bed. The average price of accommodation per day, thus, will be only 700 rubles. Due to the low price, a high hotel occupancy rate is predicted - by an average of 60%. That is, the minimum number of customers per day will be 30 people. Hence the income per day - 21,000 rubles. Per month - 630,000 rubles. Additional income (paid breakfast, laundry, etc.) will not be taken into account.
Monthly Fixed Costs:

It is very much asking the hotel to spend an unforgettable honeymoon. The white sandy beaches of the Indian Ocean and the blue and turquoise waters are spectacular. You can cruise and dive. It has amazing underwater rooms and is worth a stop and is the perfect place to relax and disconnect with the world for a few days. The hotel is located next to Krabi National Park, surrounded by gardens and behind the rocks; a truly jungle landscape, with monkeys, many butterflies, squirrels, lizards and many other animal species, as well as trees, shrubs and flowers.

• Room rental - 100 thousand rubles.
• Utility payments - 60 thousand rubles.
• Salary (4 people) - 90 thousand rubles.
• Insurance deductions - 30 thousand rubles.
• Consumables (powders, towels, etc.) - 20 thousand rubles.
• Other expenses - 50 thousand rubles.

TOTAL - 350 thousand rubles.
Thus, the monthly profit of the mini-hotel before tax will be 280,000 rubles. After taxes (STS, 15% of profit), net profit will be 238,000 rubles. With such calculations, the return on investment in the business will come after 8 months of work.