BTO2017 | TEN - Ioana Alina Georgescu

Hotel Brands
Luxury or Lifestyle ?
© NH Hotel Group 2017

…Starting thoughts
social background
so, hotel positioning ?
inside nhow hotels

Social background
liquid targets
social sharing
destinations nowadays
© NH Hotel Group 2017SUMMER 2017 COLLECTION

CONCEPTS ARE EXPANDING
WEEKENDER
Social background – liquid targets

BUSINESS MAN

CORPORATE
CLIENTS

V.I.P. GUESTS

EVENT PLANNER

INFLUENCER

VIP GUESTS

EVENT PLANNERS

WEEKENDERS

BUSINESS WOMAN

INFLUENCERS

CORPORATE
CLIENT

BUSINESS
GUESTS

Social background – social sharing & UGC

Social background – destinations nowadays

Hotel positioning ?
industry business vs. brand criteria
potential mapping
NH Collection vs nhow hotels

Brands – repositioning success story
2013 Urban
Upper
upscale
Upscale Midscale
Leisure/Urban
Upper
upscale
Upscale

2017 - 2018 Urban
Upper
upscale
(lifestyle)
Upper upscale /
Luxury
Upscale Midscale
Leisure/Urban
Upper
upscale
Upscale
Brands – repositioning success story

Positioning ? – industry vs brand criteria
Luxury vs Lifestyle ?

Hospitality business criteria
destination / location
product architecture & design
service
NH Collection Venezia Palazzo Barocci - Italy

Brand criteria
relevant
different
memorable
nhow Berlin - Germany

Positioning – potential mapping
luxury/
lifestyleATTITUDE VS DESIGN STYLE
COMPLICITY
EXCLUSIVITY
INDUSTRIAL
ECLECTIC
EPHIMERE
FLASHY
ART CONCEPT
DISRUPTIVE
SOCIALLY ROOTED
QUALITY INTERPRETATION
TENDS TO FORMAL
HOLD BACK AND SUBTLE
SOFISTICATED SENSORIAL
INCLUSIVE
EXAGERATED
EXPRESSIVE
EASY GOING HIP AND COOL

Positioning – potential mapping
luxury/
lifestyleTONE OF VOICE VS SERVICE
ENTERTAINING
FIRST CLASS
PROVOCATIVE
FLIRTY
DIRECT
GLOWING GLAM
VISIONARY
COMMITED
CONNOISSEUR
WITTY
CLASSIC WARMTH
DETAIL ATTENTION
BY THE BOOK
BEHIND THE SCENE
INSTAWORTHY
EMPHATY
OPENNESS / SPONTANEOUS
SENSUAL ACTIVIST

 EXCLUSIVE LOCATIONS
 HISTORICAL CLASSIC OR CONTEMPORARY LANDMARKS
BUILDINGS
 REMARKABLE ELEGANT DÉCOR
 SERVICE BEYOND GUESTS’ EXPECTATIONS
 WORLD-FAMOUS GASTRONOMY WITH LOCAL TOUCH
HOTELS: 72 ROOMS: 11,398
NH Collection Grand Hotel Krasnapolsky – The Netherlands
NH Collection Royal Andino - Colombia
FEEL THE EXTRAORDINARY
Within the Upper-Upscale segment,
NH Collection renovated hotels are located in the
main capital cities of Europe and Latin America.
Unique, authentic, determined to go one step
beyond guests’ expectations.
NH Collection Firenze Porta Rossa - Italy
NH Collection – repositioning success story

Our presence in the world:
13 COUNTRIES. 69 HOTELS
NEW HOTELS COMING SOON
Amalfi · Amsterdam · Aranjuez · Avilés · Barcelona · Barranquilla · Berlin · Bilbao · Bogotá · Brussels · Buenos Aires · Burgos · Cáceres · Cartagena · Cologne Córdoba · Dresden · Eindhoven ·
Frankfurt · Florence · Genoa · Granada · Guadalajara · Hamburg · León (Mexico) · León (Spain) · Lisbon · Madrid · Medellín · Mexico City · Milan · Monterrey · Nuremberg · Olomouc · Oporto ·
Quito · Rome · San Sebastián · Santiago de Chile · Santiago de Compostela · Seville · Taormina · Turin Venice · Vienna · Vigo · Zaragoza
A Coruña · Antwerp · Barcelona · Bilbao · Frankfurt · Madrid · Marseille · Mérida · Monterrey · Santander · Santiago de Chile · Valencia
THE NETHERLANDS
4 HOTELS
GERMANY
7 HOTELS
CZECH REPUBLIC
1 HOTEL
AUSTRIA
1 HOTEL
BELGIUM
2 HOTEL
ITALY
10 HOTELS
PORTUGAL
2 HOTELS
SPAIN
22 HOTELS
MEXICO
7 HOTELS
COLOMBIA
8 HOTELS
ECUADOR
1 HOTEL
CHILE
1 HOTEL
ARGENTINA
3 HOTELS

Cultural heritageGastronomy Technology Art

NH Collection Venezia Palazzo Barocci - Italy

NH Collection Grand Hotel Convento di Amalfi - Italy

NH Collection Roma Palazzo Cinquecento - Italy

NH Collection Firenze Porta Rossa - Italy

NH Collection Venice Palazzo Barocci - Italy

NH Collection Rome Palazzo Cinquecento- Italy

 ICONIC IN EMERGING NEIGHBORHOODS
 CONTINUOUS DISRUPTION AND SENSE OF “WOW”
 AWAKENING YOUR SENSES
 MEETING & EVENTS FOCUS
HOTELS: 3 ROOMS: 828
nhow Rotterdam - he Netherlands
ELEVATE YOUR STAY
Every nhow hotel has its own personality:
a singular concept inspired by the city vibe. New forms of
architecture, design and technology by visionary architects and
interior designers of world renown: Matteo Thun, Rem
Koolhaas, Karim Rashid or Norman Foster. Each nhow hotel
becomes a distinctive landmark both for the guest and the
inhabitants of the city.
nhow Milan - Italy
nhow – the next challenge

nhow brand development pipeline:
Vienna
nhow Santiago Chile
(146 rooms)
1 Under negotiation (final stage)
3 Open: Milan, Berlin, Rotterdam
nhow Amsterdam RAI
(650 rooms)nhow London 250 City Road (190
rooms)
nhow Cartagena
de Indias
6 Under construction
Target destinations (leads) nhow Marseille
(150 rooms)
(ex Pullman)
nhow Lima
Venice
Paris
Hamburg
nhow Frankfurt
(375 rooms)
Rome
Barcelona
Madrid
Miami
Brussels
Munich
Vienna

nhow – creative platform – brand territories
© NH Hotel Group 2017© NH Hotel Group

nhow Milano - Italy

nhow Rotterdam - The Netherlands

Concept render - nhow Marseille - France

Concept render - nhow London - UK

Concept render - nhow Amsterdam RAI – The Netherlands

Concept render - nhow Frankfurt - Germany

Inside nhow
nhow creative platform
concept creation
visual references

nhow – creative platform

Concept
{ idea }
Elevate your
stay
How
{ how we do it }
Disruption
through a continuous
disruption, sense of
“wow” and change.
Where
{ location }
Change
nhow hotels are located in
key urban areas undergoing
transformation and change.
Essence
{ what we do }
Awakening of senses
both physical (sight, smell,
taste, touch) and intellectual
(activity, discovery…)
We have designed nhow hotels to break established moulds and elevate the visitor’s senses to
unknown heights. Our aim is to ensure that every visit means a new experience for each client. To
create a sense of expectation, a zest for discovery and an appetite for returning to any nhow hotel.

{Iconic }

{ Disruptive }

{ Sense of arrival }

{ Inclusiveness }

{ Awakening of senses }

{Colorful }

{ Focus on M&E }

nhow – hotel concept creation

• A different approach for each nhow hotel
• No standardization and no automatic thinking
• Based on the nhow Brand Guidelines and the
context in which the hotel will be located, a unique
and differentiated creative concept is developed
• The Brand Concept defines a narrative to establish
an immersive dialogue between the hotel and its
clients…the architecture nurtures the experience
and vice versa
• The Brand Concept is the inspiration starting point
and a solid foundation for the interior designers to
materialize the experience into the architecture
concept
& design
creation
process

Attributes: Groundbreaking
the hotel is a hub of the latest trends of the city, iconic,
disruptive, colorful, with a genuine sense of arrival.
Emotional Benefits: Trendwatchers’ home
nhow empowers guests as active witnesses of the
cutting edge happenings, unveiling the breath and pulse
of the city.
Hotel Value Proposition : Connoisseur attitude
through fashion and design, with touches of art,
entertainment happenings and fooding experiences,
nhow hotel inspires guests to elevate their expectations
Hotel Personality: Captivating
stylish and charming, charismatic, cultured, has a sharp
artistic criteria.
Hotel Essence:
Awakening of senses through the City Vibe.
hotel
concept
inspired by
destination

nhow – hotel concept creation - Frankfurt
0
50
100
150
200
ICONIC
THEME
ECO
AUTHOR´S
LOCAL
FLAVOUR
OTB
LUXURY
H. DESTINAT.
DESIGN
ATTITUDE

nhow – hotel concept creation - Frankfurt

Luxury vs Lifestyle ?

BTO2017 | TEN - Ioana Alina Georgescu

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BTO2017 | TEN - Ioana Alina Georgescu