Branding and Marketing
Costa Del Sol, Spain
Case Study Title
Idiliq Hotels & Resorts Brand Architecture & Performance Review
IDILIQ Hotels & Resorts is a collection of 13 international resorts, each blending the luxuries and service of a hotel with the comfort and space of home. IDILIQ Hotels & Resorts’ portfolio includes 11 Wyndham and Ramada-branded Resort Residences, which the group owns and manages.
The client had recently become a franchisee of Wyndham Hotels, a globally renowned brand expanding its presence across EMEA. Idiliq Hotels & Resorts has been operating its portfolio of resort hotels and branded residences under a variety of Wyndham brands ranging from midscale to luxury. The European travel industry was just beginning to recover from the disruption caused by the Covid pandemic.
The client approached HSP to advise on the positioning of the various assets within the portfolio and to conduct a high-level commercial audit to advise regarding potential opportunities to improve commercial performance.
Scope of Work
Phase 1 – the “Discovery” phase – an HSP consultant visited the client’s biggest site at Costa Del Sol, Spain for 3 days to gain a full understanding of the site and its complexity, as well as meet with the key team members from the leadership team, operations and commercial functions. This also involved visits to immediate competition.
Phase 2 – “Analysis “phase included reviewing and analysing all the insight gathered and material and reports provided by the client so as to come up with a strategic set of recommendations to tackle the positioning and commercial aspects including channel, digital and pricing strategy.
Phase 3 – “Delivery “phase involved a presentation given to the leadership team to outline the set of recommendations regarding both the Brand Architecture and asset fit as well as the Commercial performance.
What HSP achieved for the client
HSP conducted a site visit and interviewed various stakeholders in the team to understand the brand-asset fit, as well as the commercial opportunity. We also analysed revenue reports and bookings from various online distribution channels to assess the effectiveness of the client’s digital channel strategy. HSP then presented the client with a report that included a set of recommendations that included:
Brand Architecture based on the biggest site: outlining a streamlined approach to Brand Architecture reducing the number of brands and aligning with their positioning and local market.
Recommendations to improve commercial performance: defining a set of changes that touched on channel and pricing strategy to ensure alignment with the market and opening up new distribution channels including the corporate market.
The client implemented HSP’s recommended changes to the Brand Architecture resulting in a simplified proposition that best leverages the Idiliq Hotels & Resorts asset portfolio and offer a clear consumer proposition. Moreover, the commercial recommendations combined with internal changes in the commercial team allowed the group to capture more market share increasing Occupancy and RevPAR. and fully capitalise on the post-pandemic recovery of the travel sector.
“We engaged HSP to help us on a Brand Architecture challenge for our Wyndham Costa Del Sol Resort as well as to conduct a top-line commercial audit. Their recommendations were very helpful and gave us the clarity we needed to move forward with tangible steps and impactful advice. For a challenging task, Dina from HSP took the time to engage with the team, reviewed the data and our teams to fully understand our business and then produced a step-by-step easy-to-follow series of outputs for us to follow. This was presented back to our leadership team with very specific and tangible goals for us to follow and achieve all of which had and continue to make a positive impact on our business. Thanks to HSP and Dina for a first-class piece of work”.