Opportunity: Worldwide Hotels has the largest room inventory in Singapore, through six hotel brands they own and operate (38 hotels and over 6,500 rooms). With a new hotel opening in Club Street in Singapore in 2022, Worldwide Hotels saw the opportunity to not only develop the new brand but also to review the positioning for the group brand and the six hotel brands.
Insight: Through ideation work sessions with the Worldwide Hotels’ team, Tangible used our brand pillar framework™ and personality framework™ to tease apart the different offers within the group. Value, Customer Service and Location were identified as key pillars for every brand in the group, to ensure there’s always a hotel for every traveller.
Result: With a clear portfolio, Worldwide Hotels has grown its international presence to 11 properties with over 2,500 rooms in key gateway markets, including Australia, Malaysia, Japan, South Korea, and Thailand. while the occupancy rate consistently hovers around 80% across its local footprint.
Tangible developed a new set of Visual & Verbal Core Elements to communicate the Worldwide Hotels offer. A thoughtful, considered and measured brand personality was selected to reflect the long-term planning of the group and its commitment to become the leader in affordable hospitality. A messaging house was written to articulate the brand attributes and a complete set of template applications created to communicate the refreshed brand.
Worldwide hotels has grown organically over the years with many properties in close proximity to each other, this meant different hotel names were developed to avoid confusion. Although the hotels had different names, their offers were similar and this had become an issue. By identifying brand pillars shared by all hotels in the group, it allowed Tangible to articulate their shared DNA, we could then ideate and articulate the differences between the hotel brands. Tangible then developed the brand for the new ‘lean luxe’ flagship offer on Club Street in Singapore.
Tangible used our brand personality framework™ to help articulate the interior design ‘look and feel’ for all the different property brands.
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Tangible Pte Ltd.
5 Purvis Street,
#02-08,
Singapore 188584
+65 6338 6320
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