IHG acquired Regent Hotels and Resorts, looking to redefine and expand the brand. This was the first five-star luxury brand within their portfolio. We needed to help define the experience, design and guidelines for both the internal teams and hotel owners. This included both hotel and resort definition.

Luxury is an interesting space. We did extensive site visits and luxury trend definition to set the foundation. Knowing what influenced their guests helped when defining the experience, design and services as a team. After gaining alignment team-wide, we worked to create detailed guidelines.