Functionality Redefined

 

SITUATION

In 1998, the creator of the successful, mid-priced club-court lodging model needed to recapture category leadership.

MANDATE FOR CHANGE

Transform its familiar – and by then commoditized – experience design for the future.

  • Insight research
  • Customer journey
  • New product ideation
  • Concept design
  • Concept validation

INNOVATIONS

  • Brand Experience Journey
  • Great Room public space concept
  • Grab-n-Go fresh deli concept
  • Open front desk

OUTCOMES

+11%

average rate premium v. category

+18%

increase in average length of stay

+14%

increase in retail expenditures per guest

+9%

increase in occupancy v. comp hotels

Agencies: Donovan & Green, Gensler

Other Innovation case studies

SPRINGHILL SUITES BY MARRIOTT

Disrupting an established portfolio with Marriott’s first lifestyle lodging experience.

SPRINT

Staking out an innovation-led territory in a commoditized market.

VERIZON

Designing a purpose-built consultancy for early-stage innovation.

Other offerings

BRAND

Reimagining brands to speak to future markets and opportunities.

SPRINTS

Using workshops to accelerate ideation and surface new business models.