Brand New: a new hotel, a new brand CS Partners Pte Ltd, “Project Plaza”, 9 October 2007

Contents Credentials Cases Issues and trends Our proposal Next steps

Credentials

Cases

Issues and trends

Our proposal

Next steps

Partner Piers Schmidt is one of the consulting industry's most creative, inspiring and entrepreneurial thinkers. A challenger of conventions and a true innovator of solutions, he has led and operationalised brand-led transformation programmes for some of the world's leading corporations. Piers now specialises in the travel and hospitality sectors where his expertise has been tapped by some of the industry’s top names.

Associate Bruce Hutchison is one of the most diversely experienced hospitality executives in the world today. Having led operations and marketing from Africa to New York, Bruce has closed, renovated and opened many hotels and defined and launched many new products and brands. He has managed crises from coups to crashed planes and still finds time to stir up a magnificent risotto nero.

Hospitality & leisure credentials Armani Hotels & Resorts British Airways British Airways Holidays Conrad Hotels Comores Islands De Vere Hotels & Resorts Dorchester Collection Hilton Hotels Corporation Hilton International Hospitality Property Fund Kerzner International One&Only Resorts oneworld Southern Sun Hotels Sun International Quintessentially Ltd World Leisure Holidays

Case 1 - One&Only Resorts

Background Part of Kerzner International (formerly Sun International) Destination resorts with casinos Pure gaming Small portfolio of luxury resorts Destination resorts already major consumer & industry brands Sun City Mohegan Sun Atlantis (Bahamas and Palm Island, Dubai)

Part of Kerzner International (formerly Sun International)

Destination resorts with casinos

Pure gaming

Small portfolio of luxury resorts

Destination resorts already major consumer & industry brands

Sun City

Mohegan Sun

Atlantis (Bahamas and Palm Island, Dubai)

Wish you were here!

The luxury resorts 5 five star properties Mauritius (2), Maldives, Dubai, Bahamas $206m of revenues under management Compete directly with Four Seasons, Banyan Tree, Aman, Rosewood etc. A strategic initiative Unify and raise the profile of the portfolio Accelerate development with a proprietary brand

5 five star properties

Mauritius (2), Maldives, Dubai, Bahamas

$206m of revenues under management

Compete directly with Four Seasons, Banyan Tree, Aman, Rosewood etc.

A strategic initiative

Unify and raise the profile of the portfolio

Accelerate development with a proprietary brand

A luxury brand New brand

The Challenge How to combine five hotels – some of the world’s most beautiful and seemingly individual resorts – into a single luxury brand

The process Discovery Definition Design and development Launch Delivery

Discovery

Definition

Design and development

Launch

Delivery

Stage One – Discovery Product immersion – visiting the resorts and 16 competitors in Mauritius, Dubai, Maldives, Bahamas 57 face-to-face interviews with senior management and staff across the company 10 telephone interviews with wholesale & retail trade 10 depth interviews with luxury opinion formers 4 focus groups with international leisure travellers Communications audit (incl. competitors)

Product immersion – visiting the resorts and 16 competitors in Mauritius, Dubai, Maldives, Bahamas

57 face-to-face interviews with senior management and staff across the company

10 telephone interviews with wholesale & retail trade

10 depth interviews with luxury opinion formers

4 focus groups with international leisure travellers

Communications audit (incl. competitors)

Kanuhura Sun Resort & Spa Maldives

A nutty problem

Kernel Shell

The DNA lives in the kernel DNA DNA DNA DNA DNA

The kernel up close Excellence & Distinctiveness Kerzner DNA Genuine Hospitality Design Sense of Place Life & Energy

Brand Promise Singular resorts and unique experiences

Name – Blue Sky thinking

Excellence & Distinctiveness Genuine Hospitality Design Sense of Place Life & Energy Branding: Excellence & Distinctiveness

Excellence “ The One” Genuine Hospitality Design Sense of Place Life & Energy Branding: Excellence & Distinctiveness

Distinctiveness “ The Only” Genuine Hospitality Design Sense of Place Life & Energy Branding: Excellence & Distinctiveness

Distinctiveness “ The One, the Only” Excellence Genuine Hospitality Design Sense of Place Life & Energy Branding: Excellence & Distinctiveness

One&Only