Heritage Hotels

Rebranding and Editorial

When the British hotel and restaurant company, Forte Group PLC, purchased the 48 properties of Heritage Hotels, they knew that the chain did not have a cohesive brand or marketing plan, but realized great potential if they evolved these properties into a luxury experience option for the sophisticated traveler.

Situational Analysis:

Data shows that a luxury traveler’s vacation is at least seven days long, and of those, three are spent at exclusive properties such as Leading Hotels of the World or Relais & Châteaux. The other days, the traveler is looking for unique properties  offering comfort, history, culture and a good story.  The Forte Group wanted the Heritage Hotel  Collection to fill that need.

Key Issues:

Although all the properties are unique and all are located in the United Kingdom, there was nothing uniting them so that a cohesive sales and marketing plan could be put into effect.

Solution:

We began by creating a unified brand expression for the collection. The strategy was to celebrate the uniqueness of each property while building a chain which could be marketed as a luxury option to all levels of the travel industry – travel agents, airlines, individuals. This strategy also helped the Forte Group manage expenses by standardizing many aspects of the properties from bed and bath linens to marketing materials.

Results:

Before the rebranding and repositioning, each property had been averaging around 65-69% occupancy. After a year, the occupancy rate increased across the chain to 84% with an increase in Average Daily Rate of 3.5%.

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