Positioning Strategies for Hotels and Resorts
PURPOSE
To craft distinctive positioning with unique and meaningful stories that embrace each brand, its characteristics and the essence of each destination. A positioning acts as the overarching strategy for a brand, guiding marketing communications, sales, operations, guest experience, talent recruitment and service training.
HOW
Define methodologies that incorporate the brand, the project’s challenges and the desired results.
Facilitate workshops to collect insights from stakeholders and strategies from investors. Stimulate creative ideas and amplify opportunities.
Identify target audiences and their motivations.
Bring the positioning to life with proof points and signature services.
Playful and avant-garde lobby design at SO/ AUCKLAND
SHOWCASE WORKS
Mondrian Seoul Itaewon
Mondrian is an upscale lifestyle brand that debuted in Asia as Mondrian Seoul Itaewon. This property is in a vibrant neighbourhood full of dining experiences from street food to celebrity chef restaurants. The area is an entertainment district with famous clubs, lounges and bars for residents and international visitors.
An immersive lifestyle destination curated with playful expression
for unexpected experience.
Supporting the hotel’s positioning statement, an extensive strategy transformed ambition into implementation. To find out more, please get in touch.
Fairmont Port Douglas Resort
Fairmont is a global luxury brand. It will debut in Australia as Fairmont Port Douglas Resort. Port Douglas is a holiday destination and a gateway to the world heritage listed Great Barrier Reef and Daintree Rainforest. Port Douglas earned a place on a top 100 list of the world’s most environmentally sound places to visit.
Reconnect with nature, loved ones and yourself in an iconic, sustainable and
secluded environment.
The hotel’s positioning statement addresses customers’ motivations, the location, design concept, market opportunities and the hotel’s vision. There is a wide range of creative ideas to for implementing the brand ethos. To find out more, please get in touch.
SO/AUCKLAND
SO/ is a global luxury lifestyle brand with a rebellious spirit. Each SO/ property magnifies the energy of the destination with playful twists. The brand offers innovative design, engaging experience, vibrant entertainment and services delivered by a team of creative talents.
The hotel positioning statement emphasises the destination and the property’s spirit, creating a personality in line with the brand’s DNA. The positioning inspires design and energises experiences throughout the guest journey.
Nature’s metropolis and urban hotspot to socialise and celebrate the enviable Auckland lifestyle.
To find out more about this living statement for SO/ AUCKLAND, please get in touch.
Hotel Yura Kyoto MGallery
MGallery is a premium brand with a collection of boutique hotels around the globe. Each hotel has a unique story and a range of signature programmes to provide memorable moments to guests.
Kyoto has a deep and glorious history spanning samurai and shogun eras to its current incarnation as a centre of style. The positioning statement weaves beautiful tales and traditions to create the Time Travel story, which is brought to life with thoughtful services. To find out more, please get in touch.
Experience the origin of Japan’s sense of beauty through the time travel and cultural crossroads from the end of the legendary Samurai era to the dawn of modern Japan.
GET IN TOUCH →
Note: the intellectual property and trademark of the hotel brands mentioned on this page belong to ACCOR. They are used as examples of work by Sirinate during her time with ACCOR.
