Vibes can be enough - nurture them!

I’m currently sitting in the lobby of our favourite Hoxton hotel, trying to write the equivalent of an ‘editors letter’ for this month's newsletter, and I’m struggling. Not because we don’t have anything to say, but because the vibes here are immaculate and creating a constant distraction. Let me set the scene.

Behind me is a family of travellers waiting to check into their room. They have all opted to get a coffee, except for the mum who is smashing a Negroni and flicking through a magazine. As younger people than I would say, she’s giving 'my-time energy’. Shout-out to that lady! Good vibes.

In front of me is a furry blonde Dachshund (sausage dog) called Prudence, who is absolutely holding court in the hotel whilst her mum orders a takeaway coffee from the bar. I’ve spent a solid 10 minutes grinning like an idiot at her floppy ears and the way she trots over to various staff members for attention. They have all obliged Prudence, which is 100% the correct thing to do. We’re all collectively better for the presence of Prudence. Great vibes.

The playlist so far has been nothing but soul music, both old and new. Perfect. It’s also, and this cant be overstated enough, at the perfect volume. It’s not white noise. It’s not blasting me in the face. It’s bopping along nicely, giving an upbeat energy to the entire space. Top-shelf vibes.

The staff, who are kindly bringing me a coffee and sparkling water as we speak (bless them), are casually chatting with guests and giving them their time. There is no stiff ‘can I offering you a drink, Sir’, but rather, ‘Hiya! How’s your Sunday going?’. Their tonality matches the vibes in the room. They are as comfortable as the guests are. Casual without being complacent. Brill vibes.

Between the music, adorable furry guests, happy staff and the gentle buzz of travellers and Londoners alike, all using the hotel the way that best suits them, this hotel has got me enjoying my Sunday, and by extension, their brand. I’m now contemplating a cheeky vino at the bar later and potentially a trip to their new Edinburgh property in the near future. It’s passive marketing at its finest.

All this is to say that vibes are important. Just because they are not quantifiable, does not mean they are not essential. They are your strongest (and often cheapest) tool you have to create an emotional connection with your audience and emotional connections are committed connections.

So it’s time we all did our own vibe-check. The smallest gestures or details can have a huge impact.

If all else fails, buy a Dachshund and call it Prudence - it works wonders. Trust me.