Looks Aren't Everything

Everyone's loath to admit they prefer flash to functionality, but it can be of detriment to a brand (or a person) to lack flair, even if they are selling a superior product. Take Ritz-Carlton: It's not a brand that's ever going to give guests an elevated heart rate, given the woody, chintz-filled rooms and Eustace Tilley doormen. The hotel tends to do most of the details--things like breakfast or procuring dry cleaning--exceedingly well, but guests are so focused on the lack of monochromatic cube-shaped furniture that the hotel gets their ho-hum reputation nonetheless.

Of course, RC hotels in big markets are still full up most of the time, so it's not 100% detrimental to their bottom line, but it's relevant enough that they are repositioning the brand to make it more "relevant" to the locale and less cookie-cutter. Which is nothing but good for everyone, to be sure. Still, if you focus to much on style, it's easy to forget that the substance was there all along. Even if the substance wears a top hat to bring the dry cleaning to your room.