Celebrate Travelife!

 

SITUATION

Wedged between Marriott’s Courtyard and Fairfield on price, Springhill Suites was being squeezed out – occupancy declining four years in a row.

MANDATE FOR CHANGE

Reinvent the Springhill guest experience and express it through a new brand and a new hotel design.

  • Insight research
  • New product development
  • Concept design
  • Steering committee facilitation
  • Brand positioning
  • Identity design
  • Tone of voice

INNOVATIONS

  • Inaugural Marriott lifestyle positioning
  • Public space soft wall
  • “FreshAIR” design aesthetic

OUTCOMES

+4.7%

increase in guest satisfaction score (GSS) v. comp hotels

+18%

increase in revenue per available room v. comp hotels

“At most

hotels you enter a box… At Springhill Suites you enter at an angle, so you see the whole room at once. What a picture. The new Springhill Suites embodies a notably fresh approach for Marriott.”
Lodging Hospitality, 2007

Agencies: Publicis BOS Group, Callison Architects

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VERIZON

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Other offerings

BRAND

Reimagining brands to speak to future markets and opportunities.

SPRINTS

Using workshops to accelerate ideation and surface new business models.