Hospitality

Repositioning a boutique hotel chain to accommodate growth and gain new audiences

Can a boutique hotel chain break through the sea of sameness to stand out for its unconventional approach to hospitality? 

The opportunity arose from discovering a new audience—one who desires a life that is extraordinary. For them, traditional hospitality experiences were not inspiring. 

Like their audience, this hospitality business did things differently and unapologetically—leisure, art, culture, fashion, design—with each hotel being distinct. 

We created a brand positioning that celebrated being anything but ordinary. It was used as a lens through which the hotel business could evaluate each customer’s journey and create moments of delight where they mattered most. Employees were onboarded and guided to deliver an on-brand experience with the help of a ‘Brand Spirit’ book. A ‘Brand Voice’ manual informed writers about the tone and message of the brand.

The new brand identity made them stand out from other similar hotels and the black-and-white colour palette focused the attention on the vibrant experience on offer.

Note: This project was completed during the tenure at my previous employer.