Morgans Hotel Group
……………………………………………………………
Project: Morgans Hotel Group brand growth strategy
Challenge: Reclaim Morgans Hotel Group’s position as a leading design and boutique hotel group. Establish a clear point of view that attracts a niche target and leads to profitable growth.
Approach: In cooperation Insight Research Group, a custom study was designed that investigated each customer touch-point to understand how the hotel environments could be calibrated with customers needs and desires. A range of methods were employed that tapped into both rational and emotional decision factors as well as actual experiences while on location. Methods included intercepts and observations throughout the hotel environments, cocktail sessions with core guests and prospects, and a comprehensive survey with a consumer segmentation and conjoint analysis.
Impact: A target and positioning strategy that served as a guiding tool in strategic decision making such as investments, repositioning, and communications. Through the conjoint analys, a clear and prioritized roadmap towards ultimate experiences was provided, indicating relationships between investments and effect. The insights also provided the launching point for a brand bible that was used to guide future initiatives with each property as well as tranining of staff.