Reinventing a luxury hotel benchmark
Spearheading experience strategy for the relaunch of Regent Hotels
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.
Workshop Moderation
Stakeholder Management
Competitor Research
Experience Audit
Brand Strategy
Experience Strategy
Guest Experience Mapping
Touchpoint Creation
Service Design
Guideline Creation
Experience guidelines, illustrative example: Providing design, experience and service guidance for all existing and new locations.
Our impressive new positioning and brand identity will allow us to continue to take the brand to the world’s best destinations
Keith Barr - Former CEO IHG
Outcome
Results
Regent Hotels continues to expand globally, where they are doubling their current footprint. Our approach and guidelines created a standard for both hotels and resorts. Though each location should have its own style and interpretation of the approach, a standard ensures the guest experience and brand expression will be the same level worldwide.