Europe: +44 (0) 20 70997520
North America: +1 800-723-9051
Asia Pacific: +852 301 84908

Brand Visioning for Branded Hotel and Residences, Italy


The Client

A high-end luxury brand retailer, based in Milan, Italy.

What did Hotel Solutions Partnership achieve for the client?

HSP provided the client with a comprehensive report for the creation and growth of a bespoke hotel brand.  This included :

  • Visioning : outlining a strategic roadmap of how best to deliver the ambition
  • Defining/confirming concept design directions : vision, mission and brand essence, a defined series of touchpoints to express the brand, identiying key requirements and key guest experience and service service concepts to underpin the client’s standards.
  • Success : how to make the business sociable and sustainable, and key decision criteria and milestones for growth.
  • New Innovation Platforms : providing clarity on sources of sustainable differentiation and identifying distinctive business and technology concepts for driving growth
  • Strategic Directions : identifying partnership and wider collaboration opportunities.


The client and their brand partners are developing luxury residences and hotels in key cities and destinations around the world.

Client Needs

The client approached HSP to provide strategic brand visioning to clearly define the key characteristics of a branded hotel and residence concept that would underpin all future developments.

Scope of Work

Phase 1 – the “Discovery’ phase – two consultants visited the client at their offices in Milan for two days to gain a full understanding of the client’s business culture, philosophy and business objectives, as well as their key brands.    This involved meeting with key stakeholders, visiting the client’s existing projects and viewing immediate competition to inform initial positioning discussions.

Phase 2 – a hands-on interactive workshop that took place over a 2-day period covering the following points:

  • Envisioning Success- detailing a strategic roadmap
  • Challenging Assumptions- testing current views against the broader trends
  • Positioning client’s branded hotel and residences in the market
  • Defining the business model and required organisational structure

Phase 3- Creating a plan to establish and grow the new hotel brand. This phase entailed preparing a strategic roadmap outlining the typical site profiles and recommended locations/destinations for the client’s new hotel brand. At the end of this phase, the Hotel Solutions Partnership team submitted a Concept Report defining the unique touchpoints, key physical space requirements and service concepts that express the brand.