Ten hotel brands, designed to work as one

The work began with diagnosis — auditing the existing portfolio against competitive benchmarks, big data-driven customer needs analysis, and market positioning by tier. A brand architecture was then defined that organised the portfolio both vertically by price point and horizontally by concept and occasion, ensuring each brand held a distinct position and the portfolio could expand without cannibalisation. For each of the ten brands — renewals and new — a full brand foundation was developed: brand platform, target persona, naming, space identity direction, brand identity moodboard, and customer experience strategy. Persona development was particularly rigorous: rather than standard demographic segmentation, each brand's target guest was defined by values and life orientation — precise enough to prevent overlap in customer perception across the portfolio. For existing brands, the process preserved accumulated heritage whilst sharpening strategic clarity. Developing ten brands simultaneously, each requiring its own logic whilst remaining coherent within the larger system, was the defining complexity of the project.