Lotte Hotels & Resorts Brand Repositioning Strategy

Project Scope

Horwath HTL Singapore was engaged by Lotte Hotels & Resorts to develop a comprehensive brand repositioning strategy aimed at strengthening the group’s market presence and aligning its offerings with evolving customer expectations. This strategic engagement involved a deep dive into the current brand portfolio, competitive landscape, and market dynamics to identify opportunities for differentiation and growth.

The project began with a detailed analysis of Lotte Hotels & Resorts’ existing brand positioning across its various segments, including luxury, business, and lifestyle offerings. Key performance metrics, guest demographics, and customer perceptions were assessed to determine the brand’s strengths, weaknesses, and areas for improvement. The analysis also incorporated a benchmarking study of direct competitors and aspirational brands, highlighting gaps in the market and emerging trends within the global hospitality industry.

Horwath HTL conducted workshops and interviews with key stakeholders to gather insights into the group’s vision, values, and strategic goals. Using this information, a refreshed brand architecture was proposed, including refined positioning for each segment and recommendations for brand unification where appropriate. Emphasis was placed on enhancing the guest experience through modernisation of service offerings, design updates, and incorporation of innovative technologies.

The final strategy included actionable recommendations for marketing, product development, and operational alignment to ensure the repositioning efforts translated into tangible results. A roadmap for implementation was provided, detailing timelines, resource allocation, and key performance indicators to measure success.

This repositioning strategy empowered Lotte Hotels & Resorts to strengthen its brand equity, appeal to new customer segments, and solidify its competitive advantage in both domestic and international markets, ensuring long-term growth and sustainability.

Localização do projeto

Global & Korea