Brand positioning in a new market

Case study

The context

A global hospitality powerhouse was considering investing in a new Asian market. It needed to gain a deeper understanding of midscale hotel guests in that market, and the competitive landscape, to determine the growth opportunity and shape strategy.

What we did

Online ethnography and focus groups to:

  • Explore guest behaviours, needs and priorities in the market

  • Help determine the future guest experience, essential elements of the proposition and any market opportunities

  • Reveal perceptions of the brand to inform future marketing and the visual identity

How it helped

The work informed the development of a differentiated brand proposition and localised guest experience, ensuring the offering is relevant and attractive within it's setting.

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