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B R A N D

S T R A T E G Y

Brand Management The Transformation Model March, 2018 C O N F I D E N T I A L


Background For the last few years the company has evolved from being a wholesaler to incorporating a hotel portfolio with concepts that met their already existing customers’ needs. These hotels, albeit successful, lack a brand focus which is fundamental to align their target positioning with their attributes and programs to effectively focus on the guest experience. Being the sole owner of the 360 customer experience, the company faces a clear opportunity in its hotel division: to mature by reshaping its brand portfolio so that each brand’s promise is adjusted and aligned with its delivery and hence ensuring effective diversification that ultimately results in the generation of more revenues.

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THE TRANSFORMATION

MODEL BRAND STRUCTURE POSITIONING GOALS SERVICE CULTURE BRAND SERVICE AREAS CORPORATE STRUCTURE MANUALIZATION PROCESS MAIN CONCLUSIONS

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From pure hotel operation to Experience – Driven Hospitality


The Journey 1.Brand evaluation process

2.Customer journey per Brand

3.Brand structure

4.Service culture changes

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Using Culture to transform your business The Hospitality industry is understood as the culture of service that is ruled by values in which all the members identify themselves and share as a way of living. Considering work as a livelihood and every encounter with a guest, as an opportunity to surprise and connect emotionally. The transformation model starts from the exercise of studying who we are, what we do and where we are going. Far from just understanding, as in the past, the mission, vision and values, we want to create a solid structure that links us to what we aspire to become C O N F I D E N T I A L


POSITIONING GOALS Clarify your vision for the next success business period. Create a stronger structure to compete in the luxury and lifestyle categories. Create a service culture that is present in everything you do. Encourage your teams to deliver the Blue Diamond Group experience through a unique brand personality. Identify the opportunities you have by owning the Customer Journey. Create a compelling and distinctive narrative for the each brand, using every touchpoint as the greater opportunity. Create a structure that shares your goals from global vision to country implementation and hotel performance. Understand what the target client wants and create experiences that are meaningful and memorable. Develop products with a holistic vision to be recognized, successful and respected by your partners. Assess and improve current attributes and create greater brand distinction with the introduction of new signature features.

A solid Hotel Division with Brand Performance in mind

Ensure all your business plans are created with a Brand focus and delivered with the customer in mind. Execute services and attributes that will draw attention to each product.

C O N F I D E N T I A L


Brand Structure

STRATEGIC BRAND PURPOSE

Find each brand’s main goal in its own category.

EXPERIENCE BRAND ATTRIBUTES & PROGRAMS

BRAND POSITIONING

Find what makes your brand unique and different. Focus all your efforts on your storytelling.

Prepare your brand to deliver the experience through signature attributes and distinguishing programs.

UNIQUE BRAND ELEMENTS

Realize what your brand is, what it takes to stand out, to be competitive and to be considered.

C O N F I D E N T I A L

BRAND DELIVERY

BRAND PROMISE

Understanding the storytelling of each of the brands and where they should be located within the portfolio


Drive awareness of hotel division and moderate brand confusion within the portfolio REVISING THE BLUE DIAMOND BRAND Reposition BLUE DIAMOND not as a Hotels & Resort Brand but a Hotel Group Operator. Response to choice driver only for investors or partners while focusing client preferences on individual brand narrative. Find the opportunity to respond to Luxury Segment with a strong Luxury Brand. Develop a hierarchy of expectations within the luxury category, ensuring all base-line elements are automatically considered, allowing ROYALTON Brand´s distinctive features upsurge. Create products that reflect consumer lifestyle adjusting particular features of each destination. Understand the consumer´s entire lifestyle in order to better address all of their needs and desires.

C O N F I D E N T I A L


Assess your segments, interpret and address the key drivers among the target THE EVOLUTION OF THE MARKET LUXURY OVERVIEW •

A well established category with a handful of international main players.

Expectations are high in this category, upon checking in guests feel entitled to VIP treatment and extreme attention to detail throughout their stay.

Key brands with prolonged market presence stay firmly at the front of mind for the consumer. To enter this territory, find your own tone of voice to stay relevant. Present Luxury in a very organic and respectful way.

LIFESTYLE OVERVIEW •

Time has change, and lifestyle brands are changing too. It is not about indulgence, excess or ostentation. Hotels are places to connect with all interpretations of Culture.

Competitors are investing heavily in their properties with a more sophisticated approach and with art in mind.

The voice to connect with target client must remain tuned with intelligence and sophistication.

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Revising Brand Architecture within Blue Diamond hotel group

PSYCHOGRAPHIC PROFILE

MIDSCALE

UPSCALE

LUXURY

DEMOGRAPHIC PROFILE

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Developing the Service Culture with Company Values and history for Blue Diamond Hotel Group

As a Hotel Group Operator, Blue Diamond must create the company pillars where all the story and essence is considered.

SERVICE CULTURE

All values will be integrated within four main pillars in order to apply core company philosophy. Service with a sense of anticipation, caring for a sustainable environment, property relevance, together with an special taste for gastronomy trends will orchestrate this foundation.

Company Pillars

Each of the Company Core Pillars will have their own interpretation as a Unique element for each Brand that connect with its Brand Positioning and gives importance to every service value perform through the Service Culture

Taking the Unique Elements of each Brand will ensure the creation of a strong Service Culture based on no more than four Service Values that are performed in every guest encounter through the specific behaviors.

Unique Elements

Service Values


Developing the Service Culture with Company Values and history for Planet Hollywood Resorts

With a dominance on the Entertainment segment, Planet Hollywood’s company Pillars will help to create the Unique Elements for Planet Hollywood Resorts based on a strong heritage of enlightening fun. With a focus on innovation through a superior level of entertainment, friendliness of its enthusiastic staff, great care for sustainable local culture and appreciation of a singular Lifestyle.

Company Pillars

SERVICE CULTURE Each of the Company Core Pillars will have their own interpretation as a Unique element for each Brand that connect with its Brand Positioning and gives importance to every service value perform through the Service Culture

Taking the Unique Elements of each Brand will ensure the creation of a strong Service Culture based on no more than four Service Values that are performed in every guest encounter through the specific behaviors.

Unique Elements

Service Values


Understanding the territory of a Lifestyle enlightening entertainment

venue

MAIN CONSIDERATIONS FOR PLANET HOLLYWOOD RESORTS ENLIGHTENING FUN ELITE ENTERTAINMENT SENSITIVE SOPHISTICATED AMERICAN STYLE INTERNATIONAL BRAND CACHET CONTEMPORARY LUXURY DESTINATION‘S CULTURAL INMMERSION DIFFERENTIATING PARTY CONCEPT UPSCALE PERFORMANCES MUSIC & STYLE DRIVEN ASPIRATIONAL BUT APPROACHABLE CELEBRATING PROPERTIES TRENDY BRAND FASHIONABLE & FOREFRONT OF INNOVATION SOCIAL EPICENTER MIXING GUESTS WITH LOCALS WELLBEING CONCISENESS INNOVATIVE REINTERPRETATION OF FOOD & DRINKS

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Where Planet Hollywood Resorts territory is within other Lifestyle Brands

POSITIONING STATEMENT FOCUS A Planet Hollywood Resort must be conceived as a VENUE with an atmosphere of sophistication and innovative entertainment with friendly service where EVERYTHING happens. Driven by a complete entertainment experience, the essence of Planet Hollywood and its heritage of daring and surprising fun, takes the authority of positioning itself as the place to be and be seen. Located in the heart of idyllic destinations, it takes the spirit of the local character and creates a new way to enjoy the day and night. Awakening every sense, Planet Hollywood is not in the hot spot of the destination, it’s the hot spot itself.

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THE SUGGESTED

STRUCTURE CORPORATE STRUCTURE HOTEL STRUCTURE

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CORPORATE STRUCTURE GLOBAL CORPORATE OPERATIONS & CORPORATE TEAMS

SERVICE AREAS

SENIOR BRAND DEVELOPMENT

SENIOR BRAND STRATEGY

FOOD & BEVERAGE

BRAND MARKETING DESIGN TEAM SPA & WELLNESS

SOCIAL MEDIA PR & COMMUNICATION

OPENING TEAM & PROJECT MANAGEMENT

BRAND MANAGEMENT PLANET HOLLYWOOD

BRAND MANAGEMENT BLUE DIAMOND

REGIONAL/COUNTRY OPERATIONAL TEAMS PERFORMANCE 6 TOOLS

MARKETING SERVICES

INNOVATION

Organizational chart proposal According to the magnitude of this project, the structure and organizational procedures are explained on the chart above C O N F I D E N T I A L

PLANET HOLLYWOOD HOTELS & RESORTS

BLUE DIAMOND HOTELS & RESORTS


SERVICE AREAS With direct report to the Operations Director, these service areas will work closely with the Brand Management team for brand development purposes whilst providing hands-on support to the hotels in their operational day-to-day: • SPA & WELLNESS • ENTERTAINMENT • FOOD & BEVERAGE • PERFORMANCE

All marketing Services must be focus on each Brand narrative, campaigns and content to continuously improve brand awareness • MARKETING SERVICES • DESIGN TEAM • SOCIAL MEDIA • PR & COMMUNICATION • INNOVATION

• OPENING TEAM & PROJECT MANAGEMENT

C O N F I D E N T I A L


HOTEL STRUCTURE BLUE DIAMOND BRANDS

The Hotel structure incorporates an Experience Director, as Service Director with a focus on Brand delivery

GENERAL MANAGER

EXPERIENCE DIRECTOR

GUEST SERVICES CONCIERGE

DOOR SERVICES EXPERIENCE

TELEPHONE SERVICES

VIP LOUNGE SERVICES

ENTERTAINMENT

GUEST SATISFACCION

TOOLS, STANDARDIZATION & REPUTATION

COMMUNITY MANAGEMENT

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HOTEL STRUCTURE PLANET HOLLYWOOD RESORTS

The Hotel structure unites an Experience Director in charge of the Brand delivery and Guest service areas with an Entertainment Director in charge of all calendar of events and activities while presenting a great local immersion.

GENERAL MANAGER

EXPERIENCE DIRECTOR

GUEST EXPERIENCE AREAS

BRAND DELIVERY

ENTERTAINMENT DIRECTOR

ENTERTAINMENT

LOCAL IMMERSION

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AGENCY

STRATEGY - SUPPORT BUSINESS UNIT

BUSINESS UNIT

OUTLET

Definition of the brand and its environment

Brand vision including promise description and delivery per attribute

Testing phase – delivery. Includes the innovation hemispgeres, brand news and basic positioning factors

Brand manuals inventory Includes: -Operations -Concepts -Design -Identity

Service and product brand manuals. Excel document to PDF book – auditable model Includes: -Categorisation Minimums and maximums -Guidelines

Specific manual per program, atribute, concept, identity, uniforms and style.

Developmen t of a business case per manual that includes implementtio n exercises of the brad’s maximum scenario.

Each attribute goes through an application categorisatio n according to the agreed ratios. -Category -Compset -Revenue potenta -KPIs -NPS -Goals

Operations manuals are linked to the Standard Operational Procedures using the brand models and applied to each property or business unit. Application of the standards in each point of sale.

AUDIT

SOP – HOTEL LEVEL

BUSINESS CASE PER MANUAL

SERVICE AND PRODUCT STARDARDS MANUALS

MANUAL GRILL

BRAND VISION

The execution of the standards, manuals and all operational procedures, comes after the brand revision in order to align the message in all stages.

BRAND ARCHITECTURE

and audit

TESTING PHASE – PILOTS- H1 – BASIC ELEMENTS

implementation

SPECIFIC MANUAL – PROGRAM EXPRESSION

example of manualization,

CATEGORISATION

Workflow

Service and Product standards are reviewed by mystery guests, brand managers or selfaudits to ensure they are met.


COMMUNICATION

REVIEW ONLINE CHANNELS SOCIAL MEDIA

C O N F I D E N T I A L


You know how you feel about your business, and you know how you want your business to appear to others. But that doesn’t necessarily equate to how others experience or perceive it.


Key findings Online channels

Social media

To add personality to the brands by defining a tone for each one of them.

To use engaging hashtags and promote guest interaction by asking questions.

To ensure that translations are professionally done so that texts flow in each language whilst conveying the message intended; gramma, spelling, use of capital letters

To open separate accounts for the brand and the brand properties

To avoid overusing words such as “luxury”, “free” and exchange them for “high-end”, “complimentary”, etc.

To verify that only one account per hotel or brand is open

To ensure that texts convey how the brands’ offerings align with the customers’ needs and values.

To ensure that all comments are replied to

To produce subtle yet sales oriented copies, evoking emotions to engage with the customer and highlighting benefits rather than simply describing.

To avoid overusing adjectives that do not add value to the content whilst promoting the use of verbs as the main driver. C O N F I D E N T I A L


MAIN

CONCLUSIONS

C O N F I D E N T I A L


MAIN CONCLUSIONS In order to better focus on the luxury segment and the all inclusive experience within a sophistication and attention to detail context, the Royalton Resorts brand should own this territory and unify the different products related to this market in different segments, becoming the mother brand. To follow, you will find the different products per market, which share the same pillars; bringing to life the Unique Elements related to each product.

ROYALTON LUXURY RESORTS ROYALTON HIDEAWAY COLLECTION ROYALTON CHIC LIFESTYLE RESORTS

UNIQUE ELEMENTS

UNIQUE ELEMENTS

UNIQUE ELEMENTS

C O N F I D E N T I A L


MAIN CONCLUSIONS In the up-scale segments family oriented resorts have the opportunity to position themselves as leaders in the All-Inclusive experience as a signature of all its different products. With a strong focus on demographic segmentation with solid brand concepts within a service, facilities and gastronomic offer experience; this brand has the opportunity to compete in different scenarios that connect itself with the main trends and evolution of hospitality experience.

MEMORIES 1 Themed Park Resort

MEMORIES 2 Spa & Wellness

MEMORIES 3 Family Programs

UNIQUE ELEMENTS

UNIQUE ELEMENTS

UNIQUE ELEMENTS

C O N F I D E N T I A L


MAIN CONCLUSIONS Caribbean inclusive. Positioning itself as a family experience with a Caribbean character, owning the Cuban territory empowering this brand to evolve from being a basic hospitality concept to becoming a complete resort experience that allows the guest to live a full immersion in the destination inside and outside the properties. An immense cultural knowledge enables these resorts to offer a differentiating element versus their competitors, their integration with the local culture, sustainability and positioning through art, make these properties totally unique.

STARFISH CARIBBEAN INCLUSIVE

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UNIQUE ELEMENTS

C O N F I D E N T I A L


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