The challenge of our client was to disrupt the existing model of hotel chains (“hotels not acting like hotels”) and therefore rely on a different – subtle – marketing (“acts of unmarketing”)
Our client's hotels were at a turning point, as they aimed to turn into a global brand and rapidly develop in new markets – China & the Middle East – while cultivating and promoting their atypical identity.
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A macro overview of the specificities of Chinese and Middle Eastern luxury travelers and local competitive landscapes
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Strategic & operational recommendations for brand positioning, concept & experience
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Communication guidelines to differentiate the hotel experience
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Localization of the brand communication materials, including the brand book, corporate video, service guidelines
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Workshops with the client's local teams and communication & PR agencies
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Interviews of edition top management and hotel directors
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Benchmark on the local competitive environments
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Cultural decoding
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Focus groups of wealthy business & leisure travelers