Brand Naming: 7 Proven Strategies for Travel Businesses

If there’s one thing the travel and hospitality industry knows, it’s that standing out is a non-negotiable. In 2025, the market is crowded, competitive, and evolving faster than ever. The pressure is on. But here’s the truth: a great brand name is the cornerstone of any travel business worth its salt. It’s more than just a word—it's the first impression, the invitation, the experience before the experience. And when done right? It sticks in the minds of travelers and turns casual guests into loyal fans.

Let’s dive into why brand naming matters so much in this space—and how you can nail it.

The Power of a Name: More Than Just a Label

A name in travel and hospitality does heavy lifting. It’s not just something that’s easy to say or remember (although that helps). A brand name communicates the essence of your business. It tells a story, sets the mood, and offers a sneak peek into what guests can expect. In an industry where experiences reign supreme, a well-thought-out name has the potential to spark an emotional connection long before someone books their flight.

According to Deloitte “Travelers are increasingly seeking experiences that align with their personal values and preferences.” 

A well-chosen name can evoke emotions, set expectations, and create a lasting impression, making it a pivotal element in attracting and retaining customers.

As brands like Four Seasons and Airbnb have shown, it’s not just about luxury or convenience—it’s about conveying a feeling, an invitation to step into a world that aligns with your values. So how do you find that perfect name?

Start with Strategy: Name It Right from the Start

Before diving into name ideas, take a step back. You need a brand strategy that’s as solid as the foundation of your hotel’s best suite. Why? Because the right name flows from clear positioning, understanding your target audience, and aligning with your core values. Without these, you’re just picking a word from a hat and hoping for the best.

• Market Positioning: Where does your brand sit in the market? Are you the luxurious escape in the mountains or the adventurous eco-resort? Define that before you think of any names.
• Target Audience: Who are you speaking to? High-end business travelers? Backpacking wanderers? Digital nomads? The name needs to resonate with them, not just be cute or clever.
• Brand Values: What does your brand stand for? Whether it's sustainability, cultural authenticity, or seamless service, let your values shine through.

Once you’ve got that clarity, it’s time to craft a name that speaks to all of these elements.

Successful Brand Names in Travel & Hospitality: The Good, the Great, and the Memorable

Here are a few names that have earned their place in the spotlight—and why they work.

• Aman Resorts: Simple. Elegant. Globally recognizable. The name “Aman” means “peace” in Sanskrit, which perfectly reflects the brand's ethos of providing serene and luxurious getaways. It’s not just a name—it’s an experience in two syllables.
• Airbnb: A modern classic. It takes a once-nerdy name (Air Bed & Breakfast) and distills it into something slick, relatable, and deeply human. It’s warm and inviting—exactly what you want when you’re booking a stay with a stranger.
• Selina: This co-living travel brand targeted at digital nomads blends simplicity with the promise of community. The name has a personal touch, appealing directly to the millennial and Gen Z crowd who crave both a home and a lifestyle while on the road.

Types of Brand Names: The Good, the Bad, and the Creative

When naming a brand in travel, there’s more than one approach to consider. Here’s a quick breakdown:

• Descriptive Names: Think Best Western or Budget. These names do exactly what they say on the tin—but they risk being forgettable. It’s functional, but not always fun.
• Arbitrary Names: Kayak—names that don’t mean anything on the surface but become iconic because of the brand that builds around them. They’re open-ended, which gives you room to grow and evolve.
• Founder-Based Names: Marriott, Kempinski, Ritz-Carlton. If you’ve got a strong founder story, this can be a solid option. It humanizes the brand and often connects with travelers who value legacy and authenticity.
• Fabricated Names: Expedia, Trivago. These names are made-up words that become synonymous with their service. The key here is finding something that’s catchy and easy to brand, even if it doesn’t mean much upfront.

The key takeaway: pick a name that feels right for your brand’s vision and tone. A name that reflects who you are today—and who you want to be tomorrow.

Naming Trends in 2025: What’s Hot and What’s Not

In 2025, it’s all about staying current. Here’s what’s shaping the travel industry’s naming landscape:

• Geographic Influence: With wanderlust high, many brands are taking inspiration from specific locations to evoke a sense of place. Think Seychelles Sands Resort or Kyoto Suites. The destination becomes part of the promise.
• Cultural Touchstones: Brands like Zenith Kyoto or Nomad Escapes are tapping into the global traveler’s desire for authenticity and immersive experiences. Culturally rich names appeal to today’s curious, experience-seeking traveler.
• Sustainability and Wellness: The eco-conscious market is booming, and names like EcoStay or GreenGetaway speak directly to travelers who prioritize sustainability. These names aren’t just trendy—they align with real consumer values.

88% of consumers will be loyal to brands that support environmental issues (Forbes)

• Short & Snappy: With the rise of digital media, shorter names that are easy to say and remember are winning the game. Think Cava or Flite—names that are perfect for hashtags and social media.

The Process of Naming: From Brainstorm to Trademark

So, how do you get from idea to brand name? Here’s the step-by-step:

• Research: First, dive into competitor names, customer preferences, and market gaps. What’s working in the market? What’s missing?
• Brainstorming: Bring your team together and throw out ideas. The goal is to come up with a list of possibilities that tick the boxes for your strategy, audience, and vibe.
• Testing: This is where the rubber meets the road. Run focus groups, surveys, or even A/B test options to see what resonates most with your audience.
• Refinement: Once you’ve zeroed in on a name, refine it. Does it align with your brand ethos? Is it memorable? Can it be pronounced across markets?
• Securing Your Name: The legal stuff isn’t glamorous, but it’s essential. Trademark your name, check for domain availability, and make sure no one else is using it.

Don’t Forget About Legal: Trademark & Domain Checks

In the rush to find the perfect name, don’t skip over the legal stuff. Trademark your name to protect your brand’s identity—and ensure it’s available online by securing a matching domain name. It’s a nightmare if someone else has already taken your brand’s name and web address. Better safe than sorry.

Wrapping It Up: Name It Right, Make It Stick

Your brand name is your first opportunity to make a lasting impression. It’s the very foundation of your brand’s identity. So take the time to choose one that reflects your values, speaks to your audience, and sets you up for success in a crowded market.

At The Travel Foundry, we specialize in helping travel and hospitality brands develop distinctive, compelling names that stand out in the crowded marketplace. Ready to take your brand to the next level? Contact us today or drop us a line at hello@thetravelfoundry.com to learn how we can help you create a powerful brand identity that resonates with your audience and drives results.