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780: Anatomy of a Hotel Brand Repositioning
Manage episode 427027168 series 2420410
Today, we're diving into the dynamic world of hotel branding with Dean Winter from Swire Hotels. They're reimagining luxury with their East Hotel Miami, embracing a fresh "alt luxury" approach. Here's what's changing and why it matters:
Evolution of East Hotels: Originally targeting corporate travelers, Swire Hotels recognized a shift in customer demographics and needs over their 14-year journey.
Introducing Alt Luxury: Catering to a younger, well-traveled audience (25-40-year-olds), they're blending luxury with informality. Think high-quality service minus the fussiness.
Connecting with Community: Emphasizing engagement and spontaneity, their hotels are becoming hubs for local activities like runs and cultural events.
Environmental Responsibility: No plastic, water filtration systems, and waste reduction are central to their sustainability efforts.
Future Expansion: Swire Hotels plans to expand across Asia-Pacific, aiming for 30+ properties under the East brand.
This shift isn't just about luxury; it's about creating meaningful connections and experiences. Stay tuned for more updates as Swire Hotels continues to redefine hospitality!
778 episode
Manage episode 427027168 series 2420410
Today, we're diving into the dynamic world of hotel branding with Dean Winter from Swire Hotels. They're reimagining luxury with their East Hotel Miami, embracing a fresh "alt luxury" approach. Here's what's changing and why it matters:
Evolution of East Hotels: Originally targeting corporate travelers, Swire Hotels recognized a shift in customer demographics and needs over their 14-year journey.
Introducing Alt Luxury: Catering to a younger, well-traveled audience (25-40-year-olds), they're blending luxury with informality. Think high-quality service minus the fussiness.
Connecting with Community: Emphasizing engagement and spontaneity, their hotels are becoming hubs for local activities like runs and cultural events.
Environmental Responsibility: No plastic, water filtration systems, and waste reduction are central to their sustainability efforts.
Future Expansion: Swire Hotels plans to expand across Asia-Pacific, aiming for 30+ properties under the East brand.
This shift isn't just about luxury; it's about creating meaningful connections and experiences. Stay tuned for more updates as Swire Hotels continues to redefine hospitality!
778 episode
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