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Project Plaza Part1
 

Project Plaza Part1

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Project Plaza Part1 Project Plaza Part1 Presentation Transcript

  •  
  • 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
  • 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)
  • 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
  • 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
  • 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)
  •  
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  • Kanuhura Sun Resort & Spa Maldives
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  • 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