The purpose of this study is to identify the cultural characteristics of tourists who had the experience of accommodation in 5‐star hotels in Istanbul and to determine the effects of these characteristics on personalizing of the hotel brand and the perception of its performance. According to the results of this research, culture directly affects brand personality and brand performance. However, the effect of culture on brand performance is relatively greater. In addition, brand personality and brand performance affect brand loyalty directly, whereas culture does not have a direct effect on brand loyalty.