Repositioning global hotel brands for a new era
Repositioning global hotel brands for a new era
Demonstrates our deep understanding of the complex challenges facing hotels and travel brands, and our ability to find their unique DNA.
Deliverables
- Brand strategy
- Audience psychographics
- Tone of voice
- Brand book
- Brand narrative
- Team alignment
Business Problem
There is a continuous need to differentiate hospitality brands in meaningful ways and help them carve out their own unique spaces in an increasingly cluttered sector. Many worldwide hotel groups like Hyatt and Marriott, along with boutique hotel chains, seek us out because of our expertise in hospitality and our unique discovery tools, especially as they seek to adapt to new generations, new behaviors and ever-evolving guest expectations.
Idea
For nearly a decade, we’ve been working extensively with a number of U.S. and global hospitality brands to help them discover, or re-discover, their essential emotional connection with leisure and business travelers. We then help them build their offering and communications from this deeper understanding. This is why one of our hotel clients refers to us as “The Mayo Clinic of Hospitality”.
The L'Institut team helped us articulate a truly ownable and differentiated brand purpose—one that aligned key stakeholders and gave us a clear sense of direction. Their process didn’t just clarify who we are; it unified us around why we exist.
Impact
Sheraton has seen a resurgence and owner groups are enthusiastically hailing the new positioning. According to one owner group in Toronto, it’s “what our guests have been waiting over a decade to see from us — a statement about what we stand for in this new era.”
Individual properties within the Luxury Collection, Autograph Collection, and Tribute Portfolio reported a sustained increase in bookings following the implementation of the new brand standards.
In response to their new Mindfulness positioning, JW Marriott has successfully begun to pivot, with new renovations underway and a significant increase in interest from franchisees and owner groups.
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