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W Hotels

Posted in: Brand Positioning & Development, Professional Services/B2B, Travel

W Hotels

Challenge: Plan-it worked with Doral Hotels in New York (now W Hotels) to understand how to best position this unique chain of “neighborhood” hotels in communications.

Objective: To help Doral understand how to best motivate travelers and travel planners to choose/recommend Doral.

Solution: Plan-it’s work included qualitative interviews with business and leisure travelers, travel agents, and in-house corporate travel planners to understand critical drivers to choosing a hotel, and attitudes toward Doral and competitive hotels and triggers for selecting a Doral property.

Result: Positioning and strategy recommendations were made, as well as more tactical/operational recommendations based on insights garnered from this research.