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Lacroix lbm hospitality

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Lacroix LBM is a Branding strategy consulting agency, based in Dubai. …

Lacroix LBM is a Branding strategy consulting agency, based in Dubai.

We assist international & regional groups in the strategic management of their brand portfolio (by developing branding strategies, operational marketing and associated services training).

We accompany private investors, funds and investment banks in Merger & Acquisition operations.

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  • 1. Luxury Hospitality Consulting Services Corporate Strategy Development & Feasibility Asset Management Operational Advisory
  • 2. Brand8< From strategy to operation we can boost together the power of your organization… With more than 17 years insight from worldwide luxury hotels management experiences from operations to a corporate level, we are specialized in: 1/ The guidance of developers, investors & investment banks, international hospitality groups, and hotel owners to achieve their investments and ambitions goals in the luxury hospitality business. 2/ The creation of unique competitive advantages in order of making every high-value customer feel special. Like well established traditional hospitality consulting agencies, we provide from market !"#$%&" )#'*+ !&'(" ,+"*-./ surveys and feasibility studies, to operational on site advisories BUT with our unique !012 3%2.#%45-6* strategic know-how, industry knowledge and innovative mindset to create differentiated projects. 1#%&" 1789 :+$"#-2%*; Corporate Strategy Development & Feasibility Asset Management Operational Advisory
  • 3. Corporate Office • • Corporate strategy Brand portfolio management Our Capabilities • Brand Identity & Strategy & • Brand standards setting & evaluation Investors • Standards Operating Procedures development • Development opportunities identification • Market Analysis • Feasibility studies • Repositioning of a property • Hotel Management company selection & negotiation • Business Unit strategy Business Unit • Benchmarking • Asset Management & Operational Advisory • Operational Marketing assessment & management • Sales assessment & advisory • Advertising & PR Strategy • Internet Strategy • Distribution strategy assessment • Consumer trends evolutions Guest • Online buzz & User generated content analysis • Consumer Insight Corporate Strategy Development & Feasibility Asset Management Operational Advisory
  • 4. Corporate Strategy As any other industry, a worldwide hospitality group or an independent hotel should have a clear vision of the advantages to be developed and reinforced when entering a market, or to avoid the emergence of stronger competitors. With an experienced external point of view, we are working as close partners to facilitate the systemization and allocation of all the resources of powerful projects, to develop : - the organization’s internal strong points to achieve a viable and unique situation - the anticipation of potential contextual changes and actions by rivals. Our area of expertise : • Vision and mission ( creation and optimization) • Branding strategy • Brand portfolio management • Merger & Acquisition Development & Feasibility We Identify the strengths and weaknesses of any project location in relation to the market in general and its suitability for the use proposed. We define /optimized an accurate positioning in the context of the future market evolutions. Market appraisal: General socio-economic information on the project location, City economic indicators, Historic operating performance, Specific assessment of the hotel : Quality of the property, immediate environment , (leisure, culture, business, car parks etc..) Existing and future supply as well as demand characteristics, evaluation of market acceptance and penetration, Key competitors (Impact of the brand), competitive advantages, Competitive Hotel Properties map Implications for hotel development : Define pre program and hotel offers : building story Projected (hotel adapted to operator brand standards) Coherency with potential operators network Key figures, comprehensive financial appraisal, Synthesis & Recommendations : SWOT Key levers of differentiation VS market Corporate Strategy Development & Feasibility Asset Management Operational Advisory
  • 5. Asset Management M&A advisory and Strategy : We maximize the value of any project ( for existing hotel property or portfolio, or any acquisition of a new project or creation), by a 360 reviewing of the project's credentials to create a broad investment strategy : asset portfolio development strategy, product positioning, best mixed-use, marketing, sales, pricing and leasing strategy. Owner’s investment monitoring: We monitor the asset, the capital expenditure, the budgeting process, the hospitality investment environment & the competitor market, ongoing financial performance, evaluate the sales and marketing process. We can assist you to negotiate and administer contracts & advise on performances management issues. Hotel Operator selection : We Negotiate and deliver the best commercial terms with the right partners to ensure the best results. Hotel Operational Advisory Marketing Support : Feasibility studies => Property positioning guidance Branding and concept development Space planning, designing, building and delivering a hotel Operational marketing strategy Recommendations on reservation system and pricing structures. Financial Support : Setting pre-opening budget, financial forecasting Product & Services operational support : Set standards of product and services, implementation of operating guidelines Pre-opening programme, management of operational and development schedule Manning and support of key executives recruitment. Corporate Strategy Development & Feasibility Asset Management Operational Advisory
  • 6. Our Philosophy… Corporate Strategy Development & Feasibility Asset Management Operational Advisory
  • 7. A brand is not only… ALogo A Product An Identity “Abrand is more than a name or a logo – it is a promise and a contract with every customer with whom you are dealing. And if people feel that the offering does not live up to what they expect from the brand, they will decide to stop buying” - Richard Branson Corporate Strategy Development & Feasibility Asset Management Operational Advisory
  • 8. And luxury is more than ever a matter of relationship… In the luxury market, consumers are looking for exclusivity and brands with a strong identity that set them apart from competitors : top-end brands need to focus on delivering an elite and unique experience. The Brand = The Product = The Service The Brand Experience Corporate Strategy Development & Feasibility Asset Management Operational Advisory
  • 9. Our partnership & achievements: -Repositioning of a 5 star iconic hotel in South America as a true palace to increase its ADR by 40 %, and restructuration of the operational organization. -Defining strategic repositioning of Individual hotels and networks for Merge & Acquisition projects -International benchmark analysis (price and distribution) for the repositioning of an iconic 5 star hotel in Egypt . - 5 star hotels Middle East analysis. (Key networks and development opportunities) -Concept & design brief for a lounge bar in Abu Dhabi. -Standard definition for 5 star residence in Dubai. -Repositioning analysis of a 5 star hotel in Lebanon. -Creating the Identity concept for F&B outlets of 5 star hotels in Abu Dhabi & Bahrain Corporate Strategy Development & Feasibility Asset Management Operational Advisory
  • 10. The Team Stephane-Jean Lacroix Brand and Marketing expert Dubai Phone : +971 50 55 41 530 / Mail : s.lacroix@lacroixlbm.com Thomas Montgrandi Marketing Analyst Dubai Phone : +971 50 15 20 121/ Mail : t.montgrandi@lacroixlbm.com Corporate Strategy Development & Feasibility Asset Management Operational Advisory