Concept Development
The process we go through to develop a concept borrows heavily from magazine publishing; as a niche-oriented business that tends to evoke deep loyalty from subscribers, magazines do for readers exactly what our hotels hope to do for their guests.
For example, we used New Yorker to create the Hotel Rex, Wired magazine to characterize the Hotel Avante, and Yachting to represent the Waters Edge Hotel.
Each time we create a hotel, we identify a magazine that defines both the product's characteristics and the aspirations of our target customers. We then select five words that describe both the essence of the magazine and how we expect our target customers might describe themselves. These five words provide our development team with a common language for describing the property's personality, regardless of whether they are discussing interior design, the type of staff to hire, or promotional plans.
As amateur psychologists, this process helps us tap into a property's ideal psychographic customer base. It enables us to identify and appeal to those guests who will become our biggest cheerleaders and most loyal customers while at the same time creating a distinct, memorable, and successful experience-based business.
While our concept development services begin with this type of psychographic profiling for new or conversion properties, our services do not end there. We also evaluate properties' abilities to live up to its established profile using our proprietary Experience Report Card and conduct identity refreshments when necessary.
Prior Experience
To learn more about our Concept Development Services, please contact Christian Strobel
