We’re all about you. Your strategy, your sales, your success. We never stop being about you. Here's what that means in practice.
Some properties are impossible to pigeonhole, and like it that way. After all, when you’re in the business of redefining historic landmarks as hip, upscale destination resorts, you don’t want to carry anyone’s preconceptions of what a hotel should be.
Sometimes the fame of a property overwhelms its parent brand to the extent that even the operator ceases to think about the big picture being painted for potential guests. Multiply that by 11 properties and you get a sense of how deeply the identity of Noble House Hotels & Resorts was buried beneath its superstar properties. The key challenge was to create a new center of gravity, around which the "planets" or properties would wish to rotate – enthusiasm was a must.
When a high-end resort hospitality chain has as much guest loyalty in the bank as RockResorts, it can seem distracting to focus on “minor” issues like whether or not all properties are using the same logo, brand-compliant colors, "green" papers and printing. Without these things, though, a brand’s credibility with consumers suffers, making it appear haphazard and environmentally careless in its public persona. Lack of focus can cost the brand a lot of money too, not just in lost engagements, but in printing and production inefficiencies.
Having recently acquired an underperforming luxury hotel in Orange County, Calif., Fairmont Hotels & Resorts needed an immediate shot in the arm in the form of increased traffic and publicity for its grand opening. With the vast untapped potential of Los Angeles and San Diego within an hour’s drive, a key challenge faced by the client was the general assumption that Orange County was homogenous and uninteresting.
Hotels and resorts are always looking for unique ways to cross-sell amenities and cross-promote other properties within their brand with low-cost, but high-impact marketing vehicles.
So, when your international hotel chain’s brand identity is always refined, cosmopolitan and understatedly luxurious, how do you adapt to the glitz and over-the-top hype that is Las Vegas, without being overwhelmed by it? That was the challenge of the Mandarin Oriental opening in Las Vegas. How to be tasteful in the neon capital of the world? How to symbolize, at a glance, that this property was unique, tranquil and beautiful?