Experiential journey retail is the new popular for hospitality throughout the board. Just ask Airbnb, in which experiential travel bookings have grown 500% in tandem with its rollout of more experience-based totally offerings. But for the property owner-based platform with the principles already in the area for nearby expertise, launching an experiential division turned into a herbal extension of its hooked up emblem. Now, legacy resort chains and many years-antique franchises are finding modern approaches to tackle the rising trend—even as nevertheless staying genuine to their brand.
Take Renaissance Hotels, a division of Marriott International. For the first time in eight years, the emblem is introducing a reinvented visual identification that locations emphasis on the neighborhood neighborhoods surrounding every inn, promising visitors an unexpected and specific enjoy on every occasion. The transition is followed by way of the launch of a new advertising and marketing marketing campaign dubbed “Discover This Way,” a focused storytelling method to design proposing handpicked reviews from neighborhood experts.
PSFK stuck up with George Fleck, VP of worldwide brand marketing & management for Renaissance Hotels, to research extra approximately the patron insights and strategies in the back of the new identity, in addition to how it evolved based totally in element on the converting expectations of enterprise vacationers, one of the most important demographics in its network:
PSFK: Tell us about how the Renaissance inn logo came to be, and what patron needs for the tour and hotel experiences it responds to.
George Fleck: “I changed into leading what we name our Premium Distinctive manufacturers (our full-provider manufacturers which have a awesome life-style positioning), which includes Westin, Le Meridien and Renaissance. We desired to take a deeper study the site and programming of those remaining especially, asking, “How will we set off the emblem from a design attitude, as well as from a 2D visible advertising and marketing point of view, in addition to for our visitor studies on our residences?
So, the remaining two years, we’ve got labored to ensure that those manufacturers that are both deeply anchored in what we name the invention section have an ownable and awesome positioning that’s appealing to tourists, and that there isn’t overlap in terms of how visitors are experiencing those two brands.
With Renaissance, we have been searching out specifically at key consumer insights—whether or not there has been a nucleus that we ought to pressure the purchaser enjoy lower back to. Our Westin brand is primarily based on the very simple insight that touring is annoying. We want to be a fantastic associate in making sure visitors’ wellness on the road. I don’t feel we had that perception quite as defined for our Renaissance brand.
We looked at the complete Renaissance enjoy from the ones three perspectives. We decided that given this emblem is in this discovery segment, we should base it on an easy perception: When purchasers travel, they want to experience as they have been somewhere.
Second, they need to sense like they’ve had the threat to surely immerse themselves into the neighborhood that they’re in. It’s no longer pretty much discovering the exceptional of Paris while you pass there, however rather, whether you may extract these exciting, sudden moments across the Place Vendôme or République.
What are interesting hidden gems or reports that outline a selected neighborhood? That’s what we wanted to cognizance on. We assume that locations like New York, or Paris, or Shanghai are locations that aren’t just defined using the individual of the destination, however using how neighborhood stories define or make up a patchwork of experiences.
When you are in Harlem, it’s a unique New York than while you’re in Chelsea, or when you’re inside the West Village. We wanted to capture that as an experience of thought for what position Renaissance can play. We desired it to be still a logo that frequently speaks to commercial enterprise travelers, but that still offers what boutique motels have cornered the market on as their strength.
We wanted to provide customers with more curated fashion and design, but provide the consistency in provider and quality of a complete service chain or mass emblem lodge revel in.
That’s how we started. That then led us down the direction of doing a full MRI at the revel in from a layout attitude, as well as then from a programming perspective in the visitor experience.”
Airbnb is also that specializes in tapping into the revel in of neighborhood regions. Why do you think traveling purchasers are interested in this form of hospitality experience?
“Business touring has modified over the past decade. A commercial enterprise tourist inside the past might have wanted to come in and out of a destination, attend to the reason of the trip, order room carrier and maybe visit a restaurant nearby.
Today, there is a miles greater sense of craving for a local enjoy; nearly like a journey. Even if consumers handiest have an hour in an area, they’re more likely to want to make the maximum of it and feature a unique encounter. This applies even to enterprise vacationers.
We feel that in case you don’t have the time to go away to the hotel, then the established order itself, from a design angle and its provider offerings, nonetheless offers you with that neighborhood enjoy, from interesting local microbrews to localized cocktail recipes, to interesting food services that speak to the destination.
Our visitors want to walk away with some tale it truly is well worth retelling. Whether this is for their social feeds, whether this is to share with pals and own family or colleagues, they want some thing they can dispose of and display from that experience.
Business vacationers nowadays are wanting to complement their lives, in addition to the motive of the journey. We need to offer them, consequently, something past the fundamentals. This concept informed our protection of our Los Angeles Airport and Gateway Airport Renaissance locations.
Those inns set themselves apart from a design attitude from the numerous other motel services in those markets because they are generally very well known. We use sensory reports like sound, track, and service infused with nearby flavor to elevate that widespread experience.
Customers can stroll away, thinking, “Yeah, I needed to live at an airport. However, it wasn’t like something else I’ve been to.” We’re certainly seeking to push those studies. We’re reimagining that staider, traditional inn enjoy.
We’re not trying to compete with Airbnb, but alternatively raising a motel experience that has emerged as quite commoditized in expected areas like convention motels or airports. Luxury and boutique lodges can seize that thoroughly. However, I even have not seen plenty of lodges in that four-star, full-carrier scale doing that at scale, which is in which Renaissance is available in.”