Category-Hotel
Redefining brand architecture and service frameworks (5* Hotel Chain) through an investigation into the customer experience and evolving definition of leisure & comfort.
The Challenge
Our client wished to refresh its relevance with their customers as the number of detractors were on the rise and redefine their brand promise encompassing evolving needs in leisure & comfort travel. The implications of our research insights were to be incorporated in their brand architecture and new service guidelines.
The Approach
Butterfly facilitated consumer telling sessions in groups (face to face), DI’s (online) and mystery audits in their hotels across different cities to unpack their needs, aspirations, triggers & barriers to arrive at lifestyle & cultural shifts that can insinuate towards the hotel of their choice in future.
The Impact
We engaged a cohort of senior stakeholders and guided them to reimagine the brand which later resulted in fresh brand architecture and new service guidelines reflecting the new brand promise.