Major travel companies are increasingly adopting bland, forgettable branding strategies, prioritizing uniformity and risk avoidance over memorable experiences. This isn’t a design flaw; it’s a growing trend where brands systematically remove personality in favor of neutrality—a phenomenon dubbed “blanding.”
The Rise of Bland Branding
Recent examples, such as Lufthansa Group’s latest rebrand, illustrate this perfectly. The updated identity is functional, accessible, and entirely unremarkable. While it meets all technical requirements, it fails to create any lasting impression on travelers. This approach isn’t about poor design; it’s a deliberate choice to avoid controversy, appeal to the broadest audience possible, and ensure seamless integration across multiple platforms.
The core problem is that this strategy works. Bland brands offend no one, require minimal internal debate, and are easy to scale globally. However, in an industry built on aspiration and experience, this lack of distinction is a critical weakness.
Why This Matters
The shift towards blandness is driven by several factors:
- Data-Driven Marketing: Algorithms favor neutral messaging that doesn’t trigger negative reactions or alienate potential customers.
- Global Expansion: Brands operating in multiple markets often strip away cultural specificity to avoid misunderstandings or offense.
- Risk Aversion: In a volatile world, companies are less willing to take creative risks that could damage their reputation.
This trend is particularly alarming because travel is about discovery, emotion, and memorable moments. By erasing personality, brands undermine the very value they’re supposed to deliver.
The Future of Travel Branding
The irony is that many travel companies claim to prioritize differentiation. Yet, their branding decisions suggest the opposite: a race to the middle where no one stands out.
To counter this, brands must recognize that memorability comes from taking risks, embracing individuality, and fostering genuine connections with their audience. Blandness may be safe, but it’s also a fast track to irrelevance.
In conclusion, the trend of bland branding in travel is a symptom of broader corporate pressures to minimize risk and maximize reach. However, as consumers increasingly seek authentic experiences, the brands that dare to be different will ultimately win out.
