Hotel Concept Handbook

12 January 2020

A good hotel concept goes far beyond its design credentials. Discover how to create a compelling and enduring concept using our proprietary framework.

Building on a story

A hotel concept integrates the constituent elements of hotel management into a coherent and compelling whole. Starting with its unique story, it defines what a hotel looks like, what services it offers, how it presents and markets itself and how its staff interacts with guests.

The Hotel Concept Framework is a unique tool developed by Creative Supply to help develop or renovate a hotel project. Drawing on our experience working for independent hotels (Le Grand Quartier, Terrass’ Hotel,…) and hospitality groups (Kempinski, Vienna House,…), the model is taught at the Ecole Hôtelière de Lausanne (EHL) and ESSEC business school, which feature some of the best hospitality programmes in the world. More than a visual aid, it helps ensure coherence across the many building blocks that make a hotel, and can also be used as an analysis and comparison tool.

Some of the benefits of using the Hotel Concept Framework:

  • Gain a better understanding of what goes into a good hotel concept, and how its constituent elements come together
  • Acquire an essential tool to guide the development or refurbishment of a hotel
  • Align all stakeholders (staff, investors, journalists, etc.) around one clear concept
  • Stand out from the crowd with a holistic vision that goes far beyond interior design

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