We all know that a freshly renovated hotel is the most direct way to increase your property's ADR. However, science has given us an additional landscape to consider, color psychology. Color psychology is the study of how colors influence human behavior and emotions. It explores the psychological and emotional effects that different colors have on people's perceptions, moods, and behaviors. Color psychology is widely used in various domains, including marketing, branding, interior design, and art, to evoke certain feelings, convey messages, and affect decision-making processes.

So, as a hotelier, how can you use color psychology to your advantage? If you have independent properties, you have a lot more control over your choice of colors. In addition to picking colors that look beautiful, consider the following:

Calming and Wellness

• Blue: Evokes feelings of calm and serenity. Widely used in healthcare, spa, and wellness industries.
• Green: Symbolizes nature and tranquility. Used in products and spaces related to health, wellness, and relaxation.
• Violet: Often associated with balance and spiritual wellness. Seen in yoga and meditation spaces.

Richness and Luxury

• Purple/Violet: Traditionally associated with royalty, luxury, and sophistication. Used in high-end product marketing.
• Black: Conveys elegance, power, and sophistication. Common in luxury brand marketing.
• Gold: Symbolizes wealth and opulence. Often used to give products a luxurious feel.

Food Marketing

• Red: Stimulates appetite and grabs attention. Often used by fast-food chains and restaurants to invoke hunger and a sense of urgency.
• Yellow: Evokes happiness and is eye-catching. Used to create a friendly and welcoming atmosphere.
• Orange: A combination of red's appetite stimulation and yellow's cheerfulness. Common in casual dining and snack foods.
• Green: Associated with health and freshness. Increasingly used to market organic or natural food products.

Using color psychology to your advantage both in the design of your property and marketing can be an effective tool to give you an advantage over competitors, and increase return rates of guests. Best of all, it costs nothing extra if you are implementing it during a refresh.