Drawing on social exchange theory (SET), this study aims to investigate the impact of hotel brand experience (HBE) on developing customer citizenship behaviors (CCBs). A total number of (500) valid questionnaires were collected using convenience sampling to test the measurement model and hypotheses using SmartPLS 4.0.8.2. The results show that hotel brand experience dimensions have a significant impact on CCB, except for hotel location. Hotel staff competence, Hotel website, and social media, guest-to-guest experience, and hotel stay affected CCB, respectively. Thus, these findings help both academics and hotel managers. For academia, the research extends the growing literature that is concerned with experience branding. Moreover, researchers are encouraged to explore other variables that impact CCB directly or indirectly by mediating other variables. For hotel managers, these results will help them when they are tailoring their branding strategies, and the result will guide them to focus their effort on critical dimensions of their hotels' experiences.