Building on the brand-led transformation of the Corinthia Hotels master brand, we developed bespoke positioning frameworks for five of the group’s properties. This strategic initiative encompassed three properties under development in Brussels, Rome and Bucharest—scheduled to open in 2025—alongside the flagship London hotel and the brand’s founding property in Malta.
Our approach combined hotel and destination immersions, stakeholder interviews, insights gathering, desk research and strategic creativity to define each property’s distinct positioning territory. We identified nine unique selling points for each property and distilled these differentiators into concise propositions aligned with the master brand’s ‘Grand Boutique’ positioning. Once agreed upon, the statements were expanded into core messages to provide the foundation for all sales, marketing, and PR efforts.
The positioning frameworks focus on three key attributes of the guest experience: Atmosphere, Attitude and Amenities. Atmosphere encapsulates the ambience created by and within the property. Attitude represents the spirit of the people who inhabit the space, while Amenities encompass the distinctive offerings of the product itself.
This tailored approach ensures each Corinthia property maintains an individual yet cohesive identity aligned with the overarching brand vision. By adapting the ‘Grand Boutique’ concept to each setting, we’ve created a framework that enables each property to shine while contributing to the strength of the Corinthia brand.