
Hospitality Experience
Brand Strategy Workshop for Hotel Herzogspark
Horwath HTL conducted a comprehensive feasibility study for the strategic repositioning of Hotel HerzogsPark in Herzogenaurach, a property originally founded by Adi Dassler to accommodate athletes and officials
Project Scope
Horwath HTL conducted a comprehensive feasibility study for the strategic repositioning of Hotel HerzogsPark in Herzogenaurach, a property originally founded by Adi Dassler to accommodate athletes and officials. Over the years, the hotel has transformed into a well-established conference hotel. The study aimed to explore ways to retain its strong conference focus while leveraging its unique historical connection to Adi Dassler to attract more international leisure guests.
The study began with an in-depth market analysis, assessing current trends in the conference and leisure segments within Herzogenaurach and the broader region. This included an evaluation of competitor offerings, guest profiles, and demand drivers to identify opportunities for differentiation. The analysis revealed strong potential to attract leisure travellers drawn to the history and legacy of Adi Dassler, the founder of Adidas, while maintaining the hotel’s established reputation as a premier conference venue.
A critical component of the study involved assessing the integration of Adi Dassler’s life and history into the hotel’s identity and offerings. This included recommendations for thematic enhancements in guest experiences, such as curated exhibits, storytelling elements, and lifestyle amenities inspired by his legacy. These additions were designed to resonate with both leisure and business travellers seeking unique, authentic experiences.
The financial feasibility of the repositioning strategy was rigorously tested, incorporating projected revenue increases from the leisure segment alongside sustained performance in the conference market. Sensitivity analyses ensured the strategy’s resilience across varying market conditions.
The study concluded with a roadmap for implementing the repositioning strategy, combining operational adjustments, targeted marketing campaigns, and potential partnerships to elevate the hotel’s profile. The resulting recommendations positioned Hotel HerzogsPark to capitalise on its unique heritage while broadening its appeal to international leisure guests, ensuring sustainable growth for years to come.
Project Location
Herzogenaurach, Germany