Sofitel is the only French luxury hotel brand with a presence on all 5 continents, with 120 properties. While the name sounds familiar to your traditional traveling businessman, the brand lacks recognition and consideration among Millennial globe trotters. So just for fun, here's a case study I made for a rebranding of Sofitel.
Segmentation of marriott hotels, different levels of product, products and services of Marriott hotels, reward programs of Marriott and about how they retain their customers.
Hotel & Resort Greenfield Projects DevelopmentSubodh V. Gupte
Aum Consultants is a full service Hotel & Resort Project & Management Consultants Company. We consult Business Hotels, Boutique Hotels, Budget Hotels, Theme Resorts, Camping Resorts, Clubs, Theme Restaurants, Conference & Banquet Halls & so on and deliver clients with the result driven Hospitality Management Services in all areas of Hotels.
Aum Consultants provide a detailed Consultancy in Hotel Project Technical Planning and ensures the delivery of optimum returns on the investment. Our focused attitude ensures leverage of hotel assets, greater occupancy, and enhanced levels of service quality and operational performance.
Segmentation of marriott hotels, different levels of product, products and services of Marriott hotels, reward programs of Marriott and about how they retain their customers.
Hotel & Resort Greenfield Projects DevelopmentSubodh V. Gupte
Aum Consultants is a full service Hotel & Resort Project & Management Consultants Company. We consult Business Hotels, Boutique Hotels, Budget Hotels, Theme Resorts, Camping Resorts, Clubs, Theme Restaurants, Conference & Banquet Halls & so on and deliver clients with the result driven Hospitality Management Services in all areas of Hotels.
Aum Consultants provide a detailed Consultancy in Hotel Project Technical Planning and ensures the delivery of optimum returns on the investment. Our focused attitude ensures leverage of hotel assets, greater occupancy, and enhanced levels of service quality and operational performance.
The purpose of this final semester ELP project for Avari Hotel is to identify the brand positioning of Avari Hotel, Karachi (Restaurants/Food and Beverages) in the leisure market and the Y- Generation. The project’s focus would also work upon increasing the footfall in Avari Hotel, Karachi in general and its restaurants in specific. Consumer research shall also be gathered for gaining valuable insights with regards to the brand and its current positioning in the mind of the consumer. Furthermore, a literature review shall be done as well in order to gather valuable secondary data in this area of research.
This presentation defines the types of hotels based on size, location and the affiliation. Basic requirement of the hotel service and the specification is explained with details. beginners can use to learn the types and chain group of hotels
The module "Business Plan" of the Master in Tourism Management of IULM university enables participants to elaborate a team entrepreneurial project based on a strategic and economical analysis, applying tools and methodologies learnt during the Master under the supervision of a tutor. The Business Plan "Wellness Hospitality" (MTM IV edition) aims at understanding the “SPA and wellness” market and the key factors to plan a successful project and define a reference model for wellness management companies. The tutor of the project is Giorgio Bianchi, Sole Director of R&D Hospitality.
The purpose of this final semester ELP project for Avari Hotel is to identify the brand positioning of Avari Hotel, Karachi (Restaurants/Food and Beverages) in the leisure market and the Y- Generation. The project’s focus would also work upon increasing the footfall in Avari Hotel, Karachi in general and its restaurants in specific. Consumer research shall also be gathered for gaining valuable insights with regards to the brand and its current positioning in the mind of the consumer. Furthermore, a literature review shall be done as well in order to gather valuable secondary data in this area of research.
This presentation defines the types of hotels based on size, location and the affiliation. Basic requirement of the hotel service and the specification is explained with details. beginners can use to learn the types and chain group of hotels
The module "Business Plan" of the Master in Tourism Management of IULM university enables participants to elaborate a team entrepreneurial project based on a strategic and economical analysis, applying tools and methodologies learnt during the Master under the supervision of a tutor. The Business Plan "Wellness Hospitality" (MTM IV edition) aims at understanding the “SPA and wellness” market and the key factors to plan a successful project and define a reference model for wellness management companies. The tutor of the project is Giorgio Bianchi, Sole Director of R&D Hospitality.
Trends in the international hotelindustryChandana (Chand.docxwillcoxjanay
Trends in the international hotel
industry
Chandana (Chandi) Jayawardena
Chandi J. Associates Consulting, Oakville, Canada
David McMillan
Carlson Rezidor Hotel Group, Mississauga, Canada
David Pantin
Silver Peacock Group, Niagara-on-the Lake, Canada
Martin Taller
School of Hospitality and Tourism, Algonquin College, Canada, and
Paul Willie
School of Hospitality, Tourism and Administration, Niagara College,
Niagara-on-the-Lake, Canada
Abstract
Purpose – This paper aims to analyse the evolution, current challenges, best practices, and trends in
the international hotel industry.
Design/methodology/approach – The foundation for this paper was laid during a well-attended
Worldwide Hospitality and Tourism Themes (WHATT) roundtable discussion between industry
leaders and hospitality educators in May 2012. International hoteliering is discussed in the context of
the theme for the 2012 Canadian WHATT roundtable and the strategic question: “What innovations
are needed in the Canadian hotel industry and how might they be implemented to secure the industry’s
future?”
Findings – Through analysis of past and present trends, the paper predicts that current challenges
such as labour shortages will continue to affect the industry in the near future.
Practical implications – In the conclusion the paper advocates innovative approaches for
hospitality education, and states that Canada should learn from international trends and become more
innovative and competitive if it is to secure the industry’s future.
Originality/value – The paper draws on the vast experience in international hotel management of
the co-authors. As the team of authors represents both industry and academia, this paper will be of
immense value to students, educators, researchers as well as managers. The co-authors include a
former president of the world’s largest professional association for hotel managers (HCIMA/Institute
of Hospitality) and a former CEO of the world’s largest trade association for hotel managers
(International Hotel and Restaurant Association).
Keywords International hotel industry, Challenges and trends, Hotel best practices, Innovation, Future,
Practical solutions, Hotels
Paper type General review
The international hotel industry – the past and the present
The past
In the middle part of the twentieth century and shortly after the end of the Second
World War, tourism exploded on the shoulders of the automobile and the commercial
airplane. Previously unavailable methods of travelling for the masses were suddenly
The current issue and full text archive of this journal is available at
www.emeraldinsight.com/1755-4217.htm
International
hotel industry
151
Worldwide Hospitality and Tourism
Themes
Vol. 5 No. 2, 2013
pp. 151-163
q Emerald Group Publishing Limited
1755-4217
DOI 10.1108/17554211311314100
opening up business and leisure travel opportunities to the countryside, the cities, and
fascinating foreign destinations. At this time, Conrad Hilton and H ...
Creating Unique Guest Experiences In 2019 And BeyondFranckDroin2
Did you know at least 83% of customers expect relevant and personalized products and services to be offered to them? That means the future of hotel businesses hinges on hoteliers being innovative and creative enough to match these new demands. In this mini report, my guest contributors and I share insights that can help you take positive forward momentum.
Lifestyle brandsVisit businesstraveller.com30 JUNE 2015.docxSHIVA101531
Lifestyle brands
Visit businesstraveller.com30 JUNE 2015
HOTELS
http://www.businesstraveller.com/
▲
Changing
rooms
A new breed of lifestyle hotel brands aims to help
you balance work and leisure – but are they right
for the business traveller? Jenny Southan reports
T
he world’s ten
largest hotel
chains now offer
a combined
113 brands, 31
of which didn’t exist a decade ago,
it was recently reported.
A portion of these, such as
Hyatt’s Andaz and Marriott
International’s Edition, are
“lifestyle” concepts that are
designed to appeal to urbane,
21st-century travellers – cultured,
young, tech-savvy mobile workers.
And the trend is gathering
momentum, as the number of new
brands being unveiled is reaching
a crescendo – this year there are a
flurry of arrivals, from Canopy and
Even, to Vib and Jaz in the City.
What are they? Lifestyle
properties embody a more
boutique feel than their traditional
“cookie cutter” counterparts, and
are a way for multinational chains
Visit businesstraveller.com JUNE 2015 31
Left: Marriott’s Moxy hotel at Milan Malpensa
to express a sense of individuality
and personality that people are
looking for, along with – to a
greater or lesser degree – uniform
facilities and standards of service.
They can also be differentiated
from collections of independent,
individual properties that are
being “curated” by big chains,
such as Tribute Portfolio by
Starwood and Curio by Hilton.
The modus operandi seems
to be for hotels to provide more
informal service, value for money
(although some are at the luxury
end of the spectrum), convenient
locations and a sense of place
through décor and locally sourced
produce. In the past, the fact that
brands prided themselves on
providing the same environment
whether guests were in Moscow
or Manila was a comfort –
nowadays, not everyone wants
to be so cocooned.
Travel writer Anna Hart says:
“My generation doesn’t aspire
http://www.businesstraveller.com/
Visit businesstraveller.com
to chain-hotel, five-star luxury;
we possess no brand loyalty.
There is far more social kudos in
sourcing an under-the-radar find.
Travel is still about showing off,
but we want to show off our
good taste and travel smarts,
not our salary bracket.”
A lot of it is marketing, of
course. In reality, many of the new
arrivals aren’t offering anything
wildly innovative – just more
colourful design, open-plan lobby
lounges and free wifi, for example
– but they are trying to tap into
a new mindset, which is not
necessarily a bad thing.
Parag Vohra, general manager
for hotels at Sojern, a data
platform to help brands engage
with travellers, says: “It used to
be that consistency trumped
everything, but lifestyles have
changed. If you do all this research
into changing tastes and alter the
lodging experience [accordingly],
then you should go out and have
a narrative to explain what you
have done.” He adds: “Sometimes ...
This eBook was developed for hotels, guesthouses and motels looking at attracting Chinese visitors to their properties. The aim of developing your properties Brand within China is to increase the direct bookings and facilitate greater numbers of visitors flows.
Marketing to Millennials: How the Travel Industry Can Win Their Hearts and Wa...Mihran Kalaydjian
How to Market to Millennials
Discover the secrets to Gen Y marketing for
Marketing to Millennials: How the Travel Industry Can Win Their Hearts and Wallets
Travel and tourism industry is the one of the fastest growing industries from history to current era. And from the last few decades, tourism industry is witnessing new emerging trends that are very much important for its development. These latest trends also influence tourism sector's marketing planning, strategic planing or making new business policies for peak seasons. Check the slides here to know about these new trends and their influences on tourism industry in detail.
The Good the Bad and The Ugly of Marketing MeasurementNapierPR
We explore how B2B marketers can impress the board by measuring their PR and marketing campaigns successfully, and explore 5 metrics that will get you promoted, and 3 that will get your fired.
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Mastering Dynamic Web Designing A Comprehensive Guide.pdfIbrandizer
Dynamic Web Designing involves creating interactive and adaptable web pages that respond to user input and change dynamically, enhancing user experience with real-time data, animations, and personalized content tailored to individual preferences.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Digital Marketing Training In BangaloreHoney385968
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Landing page optimization is the strategic process of methodically enhancing the various elements and components of a web page with the primary goal of increasing its effectiveness at converting visitors into leads or customers.
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
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Checkout Abandonment - CRO School by Mailmodosaba771143
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Enhancing a Luxury Furniture E-commerce Store with Expert Shopify ManagementSunTec India
SunTec India's expertise in Shopify store management has been a game-changer for a luxury furniture e-commerce business. Through meticulous optimization of product listings, strategic SEO practices, and an enhanced user experience, this case study details the successful outcomes of their collaboration, including increased traffic, higher conversion rates, and stronger brand presence.
Read more- https://shorturl.at/yl3MU
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
3. “SOFITEL? YES, THAT SOUNDS FAMILIAR.
I THINK IT’S MY DAD’S / MY BOSS’
FAVORITE HOTEL CHAIN.”
— The Millennial traveler
(dad pictured left)
4. Sofitel is the only French luxury hotel chain with a presence on all five continents, with
120 addresses in almost 40 countries (more than 30,000 rooms). While the global up-
market hotel industry is dominated by US and UK groups, the French touch is a
distinctive advantage in many markets, including emerging ones.
Q U A L I T Y V S . Q U A N T I T Y
GLOBAL FLAG-BEARER OF FRENCH HOSPITALITY1.
2. UNIQUE EMPHASIS ON CULTURAL EXPERIENCE
Staying at Sofitel means being assured you will experience sophisticated gastronomy,
glamourous parties, designer furniture, and refreshing art. Sofitel’s nightlife offering La
Nuit and the Sofitel Wine Days are two among many examples of Sofitel’s unparalleled
and consistent attachment to culture – this sets the brand apart from its direct
competitors.
3. TRUSTED NAME IN SECOND-TIER DESTINATIONS
Sofitel has a long history of pioneering high-end hoteling in smaller, more peripheral
cities: the very first Sofitel opened in Strasbourg in 1964 as the only 5-star hotel in the
city; Minneapolis of all places welcomed the first American Sofitel in 1975; in 1976
Sofitel was the first 5-star hotel to open in Manilla. To this day, Sofitel is often still the
only recognizable brand in smaller cities.
Strengths
5. Sofitel suffers from a certain lack of notoriety amongst a new generation of travelers –
as the brand isn’t as present in collective consciousness as more familiar names like
Four Seasons, InterContinental or Shangri-La. This is especially true outside Europe
and in emerging markets.
Q U A L I T Y V S . Q U A N T I T Y
LOW BRAND RECOGNITION1.
2. PERCEPTION OF BRAND AS AVERAGE AND OUTDATED
If prospects know of Sofitel at all, they tend to associate it with business travel and
bland corporate hotel chains. It is perceived as offering a cookie-cutter hotel
experience, miles away from the authenticity and individuality Millennial travelers now
expect from a hotel stay. To Millennials, Sofitel is synonymous with old-school, not
contemporary travel.
3. INCONSISTENT CUSTOMER EXPERIENCE
Many frequent travelers report an inconsistent customer experience across the Sofitel
portfolio : while many Sofitels provide the value they would expect from luxury
hospitality, many properties fail to deliver the brand value proposition. This could tie
in with Sofitel’s business model : no ownership of hotel properties means less control
over local brand experience.
Weaknesses
6. An opportunity
SURGING DEMAND FOR LUXURY STAYS −
GLOBAL LUXURY HOTELS MARKET
EXPECTED TO GROW AT ANNUAL RATE
OF 4% IN THE NEXT FIVE YEARS
Source: Research and Markets, Luxury Hotel Market Report, 2017
7. Never just stay. Stay inspired. A world of style, service
and connection for today’s sophisticated traveler.
INSPIRING EXPERIENCES
WORLDLY SOPHISTICATION
The InterContinental Life : a place where great things
happen.. The first global luxury hotel brand, pioneering
international travel for 70 years.
HOSPITALITY FROM THE HEART
Hospitality from the heart is in our nature. A luxurious
offer for the traveler in pursuit of service and serenity.
Sofitel’s competitors
and respective brand
positionings
8. Among international luxury
hotel chains that cater to the
global traveler with discerning
taste…
SOFITEL IS THE ONLY ONE THAT OFFERS BOTH GUESTS AND
LOCALS A TIMELESS AND SOPHISTICATED CULTURAL
EXPERIENCE, INSPIRED BY THE VERY BEST OF FRENCH
HOSPITALITY AND ENTERTAINMENT TRADITIONS.
C H I C N I G H T L I F E
U N I Q U E D E S I G N
H I G H G A S T R O N O M Y
I N S P I R I N G A R T
10. X
THE MILLENNIAL BUSINESS TRAVELER
I’m in town for business, but I want
to make sure I stay somewhere I can
also kick back, socialize and have a
fun time.
Origin : mature markets
Age : 25-45
Status : Upper-middle class to
affluent
Social media : Facebook, Twitter,
LinkedIn, Xing
OLU
Aspirational targets
THE INTERNATIONALLY MINDED LOCAL
I like to hang out in cool, hip places
where I get to meet interesting
people. I go to Sofitel to grab a bite,
get a drink and have a dance.
Origin : BRICS & emerging markets
Age : 18-45
Status : Upper-middle class to
affluent
Social media : Instagram, Weibo,
WeChat, Snapchat, VK
THE EMERGING EXPLORER
We’re hoping to have a fabulous time
at a beautiful location. We’re looking
for a once-in-a-lifetime experience
that we can tell our friends about.
Origin : BRICS & emerging markets,
mature markets
Age : 25-55
Status : Affluent
Social media : Instagram, Facebook,
Weibo, WeChat, VK
11. Private accomodation platforms
have altered consumer expectations
on a fundamental level – by
redefining what and where a hotel
is.
Mobile shopping, dating apps, food
ordering services raised
expectations about what is available
in just a few taps or swipes.
MILLENNIAL TRAVELERS’
EXPECTATIONS TOWARD
HOSPITALITY BRANDS
12. The tourist is dead, long live the explorer. The Millennial traveler looks for genuine,
local experiences, organic, farm-to-table meals and has a propensity to follow
recommendations from locals and opt for off-the-beaten-path locations. The rapid
adoption of Airbnb, but also the explosion of craft beer; rising demand for organic
foods; and popularity of indie music all confirm this trend. This desire for authenticity
requires hotel brands to craft compelling and relevant storytelling.
Authenticity doesn’t mean you can’t be spectacular! While Millennials tend to prefer
luxury that whispers rather than screams, they are attentive to the promise of an
incredible, once-in-a-lifetime experience. « Treat yourself » is not just a pop-culture
catchphrase, it signals that this generation knows that every now and then, it’s
important to indulge.
AND YET
STRIVING FOR AUTHENTICITY1.
ONCE-IN-A-LIFETIME EXPERIENCES
13. Most travel brands realize that making a guest feel special and appreciated can go a
long way. But Millennials’ expectations with personalization have grown to an
unprecedented degree, thanks to smart, highly flexible services such as Amazon,
Spotify, or Alibaba. With data and digital technologies, providing a travel experience
finely tailored to guests’ individual preferences is becoming a must. This starts with
little things, such as making sure lighting, temperature and entertainment settings
automatically adjust to guest preferences prior to arrival.
Millennial travelers are often described as « tribes » : while they expect personalized
and customized services across all touchpoints, they also value connection, community
experiences and a sense of belonging.
PERSONALIZATION IS A MUST2.
COMMUNITY FEELAND YET
14. Today’s hotel guests will define a brand by the quality of their experiences across
multiple touchpoints, from smartphones and desktop to social media and on-property.
Millennial’s journey truly starts with Instagram and Pinterest, when looking for
inspiration for an upcoming trip. Making sure the brand experience is consistent and
compelling throughout the journey and infusing elements of authenticity and
personalization into these channels is key.
Creating a seamless experience across all touchpoints requires careful thinking and
preparation : but hospitality brands should also anticipate for requests made on the
spot, requiring immediate attention and a differentiated course of action. Dealing with
unusual requests becomes the true marker of seamless and compelling brand
experience.
REMOVING ANY FRICTION3.
ON-DEMAND FUNCTIONALITYAND YET
16. COMMIT TO GREAT
ENTERTAINMENT
ENGAGE LOCAL
COMMUNITIES & ASSETS
LIVE UP TO BRAND
PROMISE CONSISTENTLY
• Ensure that all Sofitels across
portfolio deliver brand markers
flawlessly, and guarantee that guest
experience is consistent with
Sofitel’s aspirational luxury
positioning
• Renovate and refurbish facilities to
update and embellish look and feel
of common areas as well as rooms
• Replace all cliché references to
« French-ness » with subtle, chic
touches that are reminiscent of
French Art de Vivre
• Strengthen Sofitel’s distinctive
advantage: sophisticated and
timeless cultural offering in each of
its hotels
• Rejuvenate restaurant menus and
bar menus to match Millennial tastes
• Extend and reinforce nighlife
offering « La Nuit » with memorable
events engaging local influencers in
iconic locations
• Refine art exhibitions and include
them better in Sofitel’s offering
• Physically open up common areas
(restaurants, bars, night clubs, etc) to
local environments
• Launch special events and special
offers to attract locals to hotel
properties
• Augment local PR and publicity
around cultural events at Sofitel;
Engage local influencers better
• Build partnerships with relevant
local cultural, artistic or lifestyle
institutions
Evolution of positioning
18. The one era when France truly
embodied cosmopolitan,
carefree refinement
The late 19th century and early 20th were
an era when France was the world’s most
cosmopolitan place: through memorable
universal exhibitions all nations were
welcomed into the capital – while
international artists and thinkers were
flooding in to partake in the « Art for Art’s
Sake » aesthetic movement.
I N T R I C A T E
G E O M E T R I C
R E F I N E D
E X O T I C
F I N - D E - S I E C L E
F E S T I V E
Mood board
19.
20. HIGH FLEXIBILITY FOR ACHIEVING LOCAL
RELEVANCE
1.
2. JUST AS FRENCH AS IT IS COSPMOPOLITAN
Fin-de-siècle, Art Nouveau and Art Déco styles are typically French in the
sense that French artists and artisans played a major role in giving rise to
them – but they are also inherently cosmopolitan as they aimed at
transcending national tastes.
3. A VISUALLY-STRIKING ENVIRONMENT POISED FOR
THE INSTA-ERA
Light touches of gold, geometric motifs, vintage furniture all make for the
perfect backdrop for a beautiful photo that guests will want to share on
social media.
Why this creative
approach works
for Sofitel
This creative approach can easily adjust to local cultures, allowing for
tasteful use of specific styles, influences, materials and colors. For example,
intricate patterns blend well with traditional Islamic styles; lacquered
furniture and “chinoiseries” themes fit perfectly in a Singapore lobby.
21. French designer Joseph Dirand is
renowned for his lean, chic, and
timeless aesthetic, mixing
inspiration from Art Deco, Art
Nouveau and Modernism with
local flavors. Some of his most
critically-acclaimed work includes
the renovation of Palais de
Tokyo’s Monsieur Bleu and of
Four Seasons’ Miami outpost.
EXAMPLE OF POTENTIAL
DESIGNER COLLAB:
SOFITEL X JOSEPH DIRAND
22.
23. P U B L I C A T I O N SSources used for
this case study Deloitte Center for Industry Insights,
2017 travel and hospitality industry
outlook, 2017
Expedia Media Solutions, American
Multi-generational travel trends, 2017
Expedia Media Solutions, European
travel trends, 2017
Nielsen, Young and ready to travel (and
shop): A look at Millennial travelers, 2017
The Guardian, 11 hotel trends for 2017,
January 2017
I N T E R V I E W S
Phone interviews with 2 frequent
travelers (male, 30 y.o. European &
female, 25 y.o., Asian) and 1 businessman
(male, 50 y.o., Middle Eastern)