The Rise of Boring Branding in the Travel Industry
Recently, Lufthansa Group launched a new brand identity. While some may think this is a good move, it actually highlights a bigger issue in the travel industry: the trend of boring branding. This article explores why many travel brands are becoming bland and what it means for travelers.
Understanding ‘Blanding’ in Travel Branding
So, what is ‘blanding’? It’s a term used to describe the trend of brands removing their unique character. Instead of standing out, brands are opting for safe, neutral identities. This shift is happening at a time when travel companies say they want to be different. But, in many cases, they are doing the exact opposite.
Blanding in Comparison to Fashion
If this sounds familiar, it’s because the travel industry is following a path that luxury fashion took a few years ago. Around the late 2010s, famous fashion brands like Burberry and Balenciaga dropped their unique logos for simple, easy-to-read designs. The idea was to make them fit better on digital platforms and in stores worldwide. However, these changes led to a loss of what made these brands special. They became less recognizable and lacked cultural depth.
The Impact of Boring Branding on Travel
Many travel brands are currently making the same mistakes. They are losing the emotional connections that once made them memorable. Instead of being easily recognized, they now blend into a sea of similar-looking brands.
Why Blanding Happens
Blanding isn’t about poor taste; it’s often a result of fear and bureaucracy. Travel companies are cautious because they operate in high-stakes environments. Airlines need to prioritize safety, while hotels must cater to various owners and franchises. This leads to branding that focuses more on internal agreement than on creative expression.
How Air France Stands Out
Air France provides a great example of how a brand can evolve instead of losing its identity. The airline sticks to its French roots with a unique visual style. This includes elegant typography and careful photography that reflects its culture. Air France manages to stay modern while still feeling distinct. They know what to keep and what to change, avoiding the trap of becoming bland.
The Value of Culturally Specific Branding
Air France’s approach shows that modern branding doesn’t have to erase identity. It can focus on what truly matters, allowing brands to remain relevant without sacrificing their uniqueness.
The Commercial Consequences of Boring Branding
The problems with bland branding go beyond just looks; they have real financial impacts. Here are a couple of key issues:
Increased Decision Fatigue: When brands look alike, travelers often choose based on price or loyalty points, making brand identity secondary.
Weakening Premium Positioning: Luxury brands rely on subtle signals of quality. When brands become bland, they lose what makes them feel special, and premium offerings start to seem like just expensive options.
The Comfort of Blanding
Boring branding often makes brand managers feel safe. Neutral designs can reduce risks, making it easier to get approval from legal teams and franchise partners. But this comfort does not equate to strength. In trying to please everyone, these brands fail to give anyone a reason to care.
What Travelers Really Want
Travelers don’t want brands stuck in the past or overly focused on heritage. Instead, they appreciate brands that make clear choices about who they are and what they stand for. In a world full of options, brands that lose their unique edges risk becoming interchangeable.
“In a world of infinite choices, brands that erase their edges do not become timeless; they become interchangeable.”
In conclusion, the trend of boring branding in the travel industry has important lessons to learn from the past. By embracing their unique identities, travel brands can create meaningful connections with their customers, leading to a more engaging and recognizable experience.
