How can a hotel chain grow into a lifestyle brand?

Bloom is a new Indian hotel chain with plans for expansion across the country. It wanted to a value proposition that could position its unique offering as not just a hotel, but a lifestyle brand for its people.

Our approach was a deeply ethnographic one, where we brought all of our considerable experience as frequent travelers to the table. We mined Bloom and competition reviews across top travel websites. We also gathered in-situ reviews with guests and staff in top Bloom properties. Plus, we ran Design Thinking Labs with leading-edge and mainstream travelers across cities.

Our recommendations for Bloom are feeding into its positioning strategy already. At the heart of it is not just a hotel, but a lifestyle experience inspired by today’s new breed of travelers – who live in a time when travelling is no longer a break from life, it is part and parcel of one’s lifestyle.

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hyprlocl