Article - Luxury Hotels and a 'Sense of Place': The Branding Imperative - By Dr Suzanne Godfrey - 'Sense of place' has long been a buzz phrase. Linked to a range of disciplines from urban planning to sociology, nowadays it is increasingly being used in the hospitality industry. It captures the physical aspects, culture and history of a place, as well as its impact on the senses, which can trigger emotions. Over time, it can create feelings of familiarity, comfort and security, as well as a sense of belonging.