KIMBERLY GETTENBERG I LXFM 740 I PROFESSOR KWOK I SPRING 2020
TABLE OF CONTENTS RATIONALE
MARKETING MESSAGE
BRAND ANALYSIS
LOCATION ANALYSIS
POSITIONING
ENVIRONMENT
CONSUMER PROFILES
RENDERINGS
MARKETING STRATEGY
APP INTEGRATION
RATIONALE
1 HOTELS is a sustainable hotel brand focused on environmental impact and creating beautiful interiors with the inspiration of elements from the natural world. With 5 current hotels, and 9 more on the way, this project will focus on the launch of an additional location. While 1 HOTELS firmly believes in sustainability, the 1 HOTELS app will focus on nearby restaurants, activities and fitness for its guests to explore.
I wanted to capture the beauty of nature in a hotel and commit to safeguarding it as best I can, a
BRAND ANALYSIS
responsibility that I believe we all share. It's 1 world. But 1 is more than a hotel - it's a philosophy and a platform for change. - Barry Sternlicht CEO
POSITIONING
1 Hotels is positioned as a luxury, sustainable hotel brand. They are partnered with over 24 sustainable foundations and brands to provide healthy living across all platforms. This includes; food, water, interiors, exteriors, soaps, fitness and clothing. Prices range from $300/night to $4,000/night.
HIGH PRICE
POSITIONING MAP
LOW SUSTAINABILITY
HIGH SUSTAINABILITY
LOW PRICE
CONSUMER PROFILES
THE YOGI Melissa Porter Age: 35 Job: Yoga and Fitness Instructor Location: Miami, FL Income: $62,000 Opened her own yoga studio Believes in a healthy, balanced lifestyle Passionate about the environment, mindfulness and exercise.
THE FAMILY Mike & Amy Cohen Ages: 37 & 34 Jobs: Finance and Stay at home mom Location: New York, NY Income: $200,000 He works long hours at the office while she gets the kids off to school. They enjoy spending time together when they are able to have family vacations. They enjoy luxuries and modern design
THE SOCIALITE Brooke Rosen Age: 33 Job: Public Relations Location: New York, NY Income: $50,000 Works for a fashion PR company Enjoys going out for cocktails and meeting new people Likes to explore the trendiest new spots and dress up for the occasion
SOCIAL MEDIA Use Instagram, Facebook, and Twitter following to market the opening of the new location
MARKETING STRATEGY
WEBSITE Use the website platform to market the launch of the new location.
PARTNERS Use partnerships to advertise the launch of the new location via Instagram and publications.
MARKETING MESSAGE The launch of the new 1 Hotels location aims to bring sustainable luxury to new markets and access to support local businesses through our upgraded, integrated application.
CAPE TOWN, SA Second wealthiest city in South Africa Most visited city in South Africa after Johannesburg Cape Town International Airport (CTIA) welcomed 5.3 million passengers, a 3% increase on the previous year International flight arrivals reported 13% year-on-year growth An increase in monthly occupancy was recorded from September - October 2017. The Average Room Rate increased over the period of July 2017 – January 2018 There is a 3% increase year over year in tourist attractions
LOCATION ANALYSIS
V&A WATERFRONT
HOTEL LOCATION
One of the most exclusive areas of Cape Town Located next to Table Mountain Has donated 45 million Rand into energy efficiency, water savings and waste recycling across this-123 hectare property. Located near 80 restaurants and bars, local markets and shopping Located next to The Watershed where over 150 tenants offer ceramics, textiles, furniture, fashion and jewellery. Many of the traders sell unique products and arts and crafts Local attractions including Robin Island, Wineries, Townships, museums and boat charters
ENVIRONMENT
ENVIRONMENT SELECTIONS The selections for 1 Hotels Cape Town were made based on their existing aesthetic and vision to create an organic space for guests. The mood board reflects bringing exterior elements to interior design and creating a cohesive look throughout all of their existing hotels. The mood board incorporates natural colors, materials and greenery to enhance the hotels concept of sustainability.
FLOORPLAN CAPE SUITE 1 BEDROOM/1 BATH INTERIOR: 868 SQFT TERRACE: 117 SQFT TOTAL: 985 SQFT
FLOORPLAN Using Roomstyler created an efficient and realistic perspective of the 1 Hotel room layout for Cape Town. The program shows the way in which furnishings, accessories and construction materials were inserted in order to create the renderings.
APP INTEGRATION
APP PROTOTYPE 1 Hotels App prototype was created using Adobe XD. Inspired by their current App layout, additions were added to reflect the the Cape Town location. In addition, the prototype created gave guests the option to locate local fitness, restaurants and shops based on their location.
APP INTEGRATION The 1 Hotels app aims to create an exceptional experience for the hotel guests. The app features location services that allows guests to gain access to local restaurants/shops/ fitness classes and hotel information. As sustainability is incorporated into every decision made by 1 Hotels, the app gives recommendations for local businesses in the area as a way to give back. Guest are able to explore the local community via app directions and Uber rides to and from destinations.
APP VIDEO
WORKS CITED Annual-Report-20172018.pdf. (n.d.). Retrieved May 11, 2020, from https://www.capetown.travel/wpcontent/uploads/2018/10/Annual-Report-20172018.pdf Our Story of Sustainability | 1 Hotels. (n.d.). Retrieved May 5, 2020, from https://www.1hotels.com/about-us/our-story The 5 Best Sustainable Hotel Brands. (n.d.). TripSavvy. Retrieved May 6, 2020, from https://www.tripsavvy.com/bestsustainable-hotel-brands-4126786 Visitors’ Information – V&A Waterfront. (n.d.). Retrieved May 11, 2020, from https://www.waterfront.co.za/the-va/facilitiesservices/visitor-information/