W Hotels Case Study
W Hotels – “Design is the Experience”
W Hotels understands that design and experience are concepts you can build a successful business around. Every one of their properties embodies the concept that the physical space you are in influences your experience.
The entire brand is about excitement, an informal approach to life and a sense of being treated as an individual. The whole service culture is based upon the mantra of “Whatever, Whenever” to enable the individual to determine what great service means to them.
The result: W Hotels are one of the fastest growing brands in the world with higher Average Daily Rates than their competitors and a fiercely loyal customer base.
Real estate marketers bombard consumers with images and promises of “lifestyle” -as if there is only one version of this. NEOs are fiercely individual so this just leaves them cold. The Fingerprint Strategy creates a palette with which buyers can create their own rich and unique experience within the property.
Don’t think outside the box. Get rid of the box completely.
