Hospitality Branding
We create and develop premium and luxury hotel, restaurant and hospitality brands.
For new properties, we define the concept, position, name, identity and experience from the ground up.
For established ones, we reposition, rebrand and premiumise without throwing away what already works.
Our work starts with the business itself: the property, the offer, the market, the guests it wants to attract and the alternatives they can choose from. We use research, behavioural science and judgement to decide what the brand should be, then shape the property and experience around that decision.
A strong hospitality brand creates desire. It changes how the place is understood before a guest arrives, what they expect from it and why they choose it over somewhere else.
The Case For Distinctive Hospitality Branding
People will pay more for experiences they consider distinctive.
Research into luxury restaurants found that unique, social and functional value all contributed to willingness to pay a premium. Another study of Michelin-starred restaurants found that the factors examined explained 57% of the variation in willingness to pay more.
A study of 835 hotel customers found that perceived uniqueness had the strongest effect on willingness to pay a premium. Research in luxury hotels has also linked uniqueness and the pleasure of the experience with advocacy and willingness to pay more.
The experience matters too. Research with five-star hotel guests found a strong relationship between the hotel experience, loyalty and word of mouth.
The commercial case is clear. A distinctive brand increases desire, association, and willingness to pay a premium,