The Creation of Iconic Luxury Hotels

Objective

Create a brand that each hotel could sit under without  detracting from their brand. The overarching brand will enable the hotel to take advantage of a bigger platform and enhance its awareness and business processes.

Deliverables

• Created a name and a brand that was recognisable and understood globally and sat comfortably next to the likes of The Dorchester Collection and Oetker Collection (its comp set)
• Allowed the hotels to utilise the brand and enable economies of scale such as purchasing agreements that delivered healthy savings
• Enabled hotels access to opportunities that would normally be out of reach due to budget restraints
• Allowed for increased training budgets to grow and develop the team
• Enabled key stakeholders to implement brand standards to ensure seamless experiences
• Enhanced profitability
• Enabled Iconic Luxury Hotels to build brand profile
• Increased overall asset value