Brand strategy for a mid-size hotel company in South East Europe

Office: Horwath HTL Croatia

Project Overview: With the growing number of properties and diversification strategy covering entry into luxury and lifestyle segment, we were assigned to develop a comprehensive brand strategy covering entire current and future portfolio.

Horwath HTL Solution: Strategic directions for each brand in portfolio. The key questions covered were:

  • Umbrella brand for particular segments (luxury, lifestyle, resorts, camps)?
  • Further development of new brands?
  • Improvement of marketing and sales function?
  • Brand positioning?
  • Organizational and other enablers for implementation
  • Coordination of branding agency and Client team in process of brand execution

Implementation: Defined brand strategy for the upcoming period. Defined brand strategy enablers ( Organization, Loyalty, ICT). Action plan with defined budgets.