← Quora archive  ·  2012 Sep 27, 2012 12:21 PM PDT

Question

What are some good hotel names?

Answer

You seem to be coming up with names that mean a lot to you and your co-founders rather than to your customer. That's the wrong approach. Of course you shouldn't pick a name that you absolutely hate, but apply our own aesthetics as a filter, not a searchlight.

Start outside-in.

Make up 2-3 typical customer profiles/personas (Indian or Westerner or Middle-Eastern Sheikhs? English-speaking? Educated? Attitudes? Male/Female? Traveling with/without spouse? Will it be larger groups? Convention/conference parties?).

Then think up names that suggest functional comfort and convenience, a touch of luxury (you didn't say how upscale...) to that person but in the Indian context. I don't agree with Radhika's answer that you should use Greek god/goddess names. They will be familiar to foreigners, but not particularly meaningful or comforting in the Indian context. A "Hotel Athena" in Delhi would just be aesthetically jarring ("Apollo" is about the only Greek name that will work harmoniously in an Indian context).

On the other hand, your Sanskrit names are (to be blunt) awful choices, even if you cater exclusively to an Indian business crowd.They are obscure and somewhat unpronounceable. They seem rather self-indulgent. Avoid. More familiar ones might work well if you mostly expect an Indian crowd (unlikely if you are going upscale and in Delhi... you will almost certainly attract a mixed foreign/desi crowd if you succeed).

If you want Indian names, go with obvious and familiar Indian names/words that are not yet commodities. There is a reason so many hotels are called Ashoka, Taj, Shalimar, Leela, Maurya, Everest etc. Familiar, Indian, but not strange. You may also want to consider names with the root "Delhi" (unless you plan to start a chain) or things related to Delhi that are near your location (like "Red Fort Hotel" or "Qutb Minar Hotel"). Association with trusted local words gets you some borrowed trust, and also helps grab the attention of people who are shopping by location.

Finally, also consider names that highlight some valuable differentiating aspect of the hotel, like a view ("River View" or "Yamuna View" or "Sunset View") or a location attribute (Delhi is mostly flat, but things along the lines of "Hill Top Hotel").

Above all, resist the urge to be led by creativity and aesthetics. Names are primarily functional things, roots for association and positioning of mental concepts in the mental models that customers naturally will use to understand your brand. "Familiar and boring with a touch of color/character" is what you want. Make the name too alien to the customers and only the ones looking for risky adventures will bite. Make it too familiar and boring, and only the bargain-hunters will bit. You want to strike a balance.