Project Scope

Our team was engaged to conduct a comprehensive rebrand analysis and brand selection for The Westin Lima, a five-star hotel located in the prestigious financial district of San Isidro, Lima, Peru. Owned by Grupo Brescia, a Peruvian business conglomerate with a legacy spanning over 130 years, the property is a landmark in luxury hospitality, offering world-class amenities and exceptional service in the heart of the city.

The scope of our work included a detailed evaluation of the hotel’s current brand alignment and its potential repositioning within the competitive landscape of Lima’s hospitality market. We began with an in-depth market analysis, examining current trends, guest demographics, and competitive offerings to assess the hotel’s performance relative to its peers. This analysis provided critical insights into the strengths and opportunities associated with the existing Westin brand affiliation.

To support the client’s objectives, we explored various rebranding scenarios and conducted a thorough assessment of alternative hospitality brands. Factors such as alignment with Grupo Brescia’s strategic vision, brand equity, operational capabilities, and market fit were rigorously evaluated. Additionally, we analysed the financial implications of rebranding, including projected impacts on occupancy, average daily rate (ADR), and overall revenue.

Our final recommendations balanced maintaining the hotel’s strong market presence with opportunities to enhance its value proposition through refined brand positioning or potential affiliation adjustments. This included detailed strategic advice on operational improvements, guest experience enhancements, and marketing initiatives to support the selected brand direction.

The engagement provided Grupo Brescia with actionable insights and a clear pathway to optimise The Westin Lima’s positioning in the luxury hospitality market, ensuring its continued status as a premier destination in Peru’s capital.

Ubicació del projecte

Lima, Peru