The benefits of a well-crafted hotel concept
From space management to communication channels and service offerings, a hotel concept consolidates each and every aspect of the hotel experience into a coherent whole, centred around a unique story. A great hotel concept offers many advantages:
- Standing out – An establishment with a strong concept stands out more easily, and can even deter copiers with its well-integrated offering.
- Attractiveness – A hotel concept naturally attracts clients, media and partners through well-defined storytelling.
- Coherence – A hotel concept ensures overall coherence in the customer experience, from room equipment through to staff uniform design.
- Alignment – The hotel concept is the golden thread that helps all project stakeholders work in the same direction.
- Sustainability – A hotel concept is designed to evolve over time, without losing sight of its origins.
A 360 degree customer experience
At the project’s end, efforts invested in creating a hotel concept culminate into a reference document detailing the strategic and operational aspects of your concept.
The components of a hotel concept
| Components | Description |
| Story | The core concept that defines the hotel’s role and aspirations. |
| Space | Spatial mapping of the hotel, including zoning, customer flows and interior design. |
| Services | Facilities and services offered to guests before, during and after their stay. |
| People | All hotel stakeholders, from the owner to the staff and customers. |
| Identity | All the graphical, verbal and sensory signifiers associated with the hotel. |
| Content | Media and objects developed by the hotel to entertain or educate its clientele. |
| Channels | All points of contact, both physical and digital, between the hotel and its customers. |
A proven methodology, taught in schools
A multitude of factors must be considered when developing a hotel concept, including legal and architectural constraints, market conditions, the situation with competition, (ever-changing) customer expectations and the goals and aspirations of the hotel’s owners/managers. To rise up to the challenge, Creative Supply uses a unique method incorporating the commercial, operational and marketing aspects of a hotel. Our method is in fact taught at Ecole hôtelière de Lausanne and the ESSEC Business School in Paris.
