Project Year: 2012
Project Budget: 80.000 GBP
Involvement: Brand Strategy
It requires something special for a hotel-chain to stand out and shine in an otherwise crowded marketplace. Customers are forces to base their choices on price, as there are very few other differentiators aiding in the customers’ purchase decisions. The downside is that hotels are forced to lower their prices to stay competitive.
A strategy was developed to move Elite Hotels from ‘5-Star Hotels (ad discount prices)’ to ‘Luxury Experiences’. The fact that a hotel is more than just a place to spend the night, has made Elite Hotels realise that customers might choose one their hotels, not for it’s location or the price of a room, but for the experiences the hotel has to offer; world class golf, spa pampering, gourmet dining, romantic getaways, Champagne tasting and fashionable business facilities.