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.

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
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surveys and feasibility studies, to operational on site advisories BUT with our unique
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strategic know-how, industry knowledge and innovative mindset to create
differentiated projects.
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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