WE ARE

Desire

This phase consists of meetings, focus groups, and brainstorming sessions. An open conversation with the management.

This is the time for questions: our ultimate goal is not to just acquire all the relevant information about the history, the concept, the target audience, and brand touchpoints. We want to dig deeper and explore the vision and desires of the management, and understand their goals. And once they are identified, we make them our own.

This phase represents the foundation of the creative process and will help define the business’s positioning, its expressed strengths, and bring out those that are yet to be expressed. This process allows us to get deeply involved in the daily operations of the business and the people who work there every day: we are much more than an external agency, we are part of our client’s team.

Environment

In the process of defining the strategy for the hotel, we immerse ourselves in a thorough analysis, temporarily setting aside the internal perspective of the management. Instead, we focus on how the hotel is positioned in the minds of potential guests. We pose a series of crucial questions: Are they aware of the hotel? Have they ever had the opportunity to visit it? Have they heard about the hotel somewhere, and if so, in what context?
To obtain answers to these questions, we carefully examine the geographical and cultural context in which the hotel operates. We seek to identify strengths that may not have been recognized by the management but could be essential in telling the story of the establishment to guests. To do this, we delve into researching anecdotes and historical events, exploring historical archives, and interviewing local people.
This in-depth study enables us to clearly identify and communicate the authentic strengths of the hotel, as well as highlight any potentially overlooked ones. Furthermore, we understand that the relative importance of these strengths may vary depending on the period and industry trends. In this way, we create a conceptual map that allows us to position ourselves and identify our current strengths, as well as uncover any hidden strengths (if present) and the gap between our current situation and our goals.

This analysis is not solely based on internal perspective but also involves the analysis of direct and indirect competitors, the history of the hotel, and the geographical and cultural context in which it operates. In the context phase, we thoroughly examine the geographical and cultural context in which the business operates.
This analysis goes beyond mere geographical location and involves evaluating competition and market dynamics. It is important to identify the unique strengths of the facility compared to competitors, which can include elements such as location, architectural features, offered experiences, surrounding culture, and more. This understanding helps define the unique positioning of the facility in the luxury hospitality industry context. The goal of this phase is to determine the gap between what is desired and the current situation of the facility, creating a snapshot between the current situation, the management’s vision, and the desired outcome.
Once all this information is collected, we are ready to create a narrative strategy that takes into account current trends, the global landscape, and internal business objectives. This storytelling will effectively convey the identity and unique value of the hotel, allowing it to stand out in a competitive market.

Narrative

Effectively communicating the unique positioning of the establishment through the creation of an engaging “brand story” is crucial for building an emotional connection with the audience. This “brand story” goes beyond merely presenting the features and offerings of the hotel; it focuses on conveying its essence, its history, and the reason why it should be the preferred choice of potential guests.
An engaging “brand story” emphasizes the distinctive character of the hotel, highlighting what makes it unique and memorable. This narrative is not just a sequence of data and numbers but a compelling story that excites and engages people on a deep level. In this way, the hotel ceases to be just a physical place and becomes an experience, a place where the emotions and desires of guests intertwine with its identity.

Creating this emotional connection is essential because guests’ decisions are not solely based on rational considerations. People choose a hotel not only based on price or amenities but also based on the emotions the hotel evokes in them. An engaging “brand story” can make guests feel involved, eager to be part of the story that the hotel is telling.
This emotional connection can lead to greater guest loyalty, as they identify with the hotel and are more likely to return in the future. Furthermore, it can lead to the creation of a community of hotel supporters who share the story and promote the establishment among friends, family, and on social media.

In summary, effectively communicating the unique positioning of the establishment through an engaging “brand story” is a powerful strategy that goes beyond mere advertising. It creates an emotional connection with the audience, inspires loyalty and advocacy, and sets the hotel apart in the competitive world of hospitality.

Implementation

In the implementation phase, storytelling takes on a visual form. Touchpoints represent all the concrete moments when the customer comes into contact with the brand. In this phase, we consistently apply the creative strategy to all touchpoints. In other words, we ensure that the essence of the strategy is conveyed consistently across all communication channels and at all moments when the company interacts with its audience. In fact, your guest’s journey begins well before they actually visit your location, especially if they are new guests.

Perhaps they’ve seen an advertisement for your restaurant, heard about you from a friend, or seen a picture of your delicious dishes on social media. There are thousands of ways someone can experience your brand, both inside and outside your location, online and offline. How can you turn a touchpoint into a memorable experience?

Our team develops the most creative solutions, from collaterals to concrete actions your staff can take with guests, to a meaningful online experience consistent with your brand strategy. The visual identity and visual touchpoints of your business can greatly influence how someone perceives and engages with your brand; therefore, every visual interaction someone has with your brand is an opportunity to tell your story.

Consulting

Our team serves as an image consultant for establishments. We provide ongoing support to ensure that your facility maintains its unique positioning and appeal in the luxury hospitality industry. This may involve advice on updates, improvements, long-term marketing strategies, and adapting to changing market demands. Continuous consulting is essential for sustaining long-term success for the facilities.

This comprehensive approach aims to create a distinctive brand identity in the luxury hospitality sector, built on a deep understanding of customer desires, a clear grasp of the market context, engaging storytelling, and high-quality graphic implementation. Ongoing consulting ensures that the facilities maintain their prominent position in the industry.