LOCALIZE & DIFFERENTIATE HOTELS’ POSITIONING IN CHINA & THE MIDDLE EAST
Context
The challenge of our client was to disrupt the existing model of hotel chains (“hotels not acting like hotels”) and therefore rely on a different – subtle – marketing (“acts of unmarketing”)
Our client's hotels were at a turning point, as they aimed to turn into a global brand and rapidly develop in new markets – China & the Middle East – while cultivating and promoting their atypical identity.
Our client's hotels were at a turning point, as they aimed to turn into a global brand and rapidly develop in new markets – China & the Middle East – while cultivating and promoting their atypical identity.
Outcome
A macro overview of the specificities of Chinese and Middle Eastern luxury travelers and local competitive landscapesStrategic & operational recommendations for brand positioning, concept & experienceCommunication guidelines to differentiate the hotel experience Localization of the brand communication materials, including the brand book, corporate video, service guidelinesWorkshops with the client's local teams and communication & PR agencies
Methodology
Interviews of edition top management and hotel directors Benchmark on the local competitive environments Cultural decoding Focus groups of wealthy business & leisure travelers
