CASE STUDY
HRS Group
Reinventing how businesses stay, work and pay
Challenge
HRS’s roots stem from consumer travel. As a leading hotel portal in Germany and one of the top three in Europe, the iconic “Red Bed” has been synonymous for many years with great hotel deals. Aside from this, HRS built its name by catering to the evolving needs of the business-to-business (B2B) enterprise travel market, including being an early mover to offer travel management services for companies relocating their employees around the world. This enabled new revenue streams beyond sourcing hotel deals, including securing meeting spaces and supporting payment processes. HRS’s approach has always been to actively embrace technology, ensuring customers can conveniently access and manage their travel needs, from accommodation to meetings, through one seamless platform.
Although these new services led to growth, the travel market was significantly affected during the COVID era. HRS took this opportunity to reflect on their business and brand, and to develop a new positioning that more effectively captures the vision and spirit of their organization.
HRS approached Prophet to refresh the brand for their enterprise business and signal a new direction and focus. The company also wanted to demonstrate how it had transformed the travel management industry.
Solutions
We started by collaborating with the company’s leadership and brand team to define a compelling brand positioning and brand architecture. We shifted away from the existing positioning that focused on the technical aspects of the platform and instead, centered on simplicity and impact, outlining the benefits HRS delivers: ‘Stay, Work and Pay’.
Our work extended across the portfolio of HRS brands. We refreshed the brand and identity with the consumer arm, HRS for Travelers, and aligned it with the enterprise business. With Destination Solutions, the company’s holiday rental business, we sharpened the brand positioning and updated the visual identity. For HRS Group, the master brand, we carved out a clearer Employee Value Proposition and updated its visual identity. These projects led to updating the website design and the development of new marketing materials.
Through this work, the principles of simplicity and impact became a connecting thread, uniting the organization in vision, expression and personality.
HRS for Enterprises
HRS is unique for its entrepreneurial spirit, and the 50-year-old company is known for thinking big, challenging the status quo, and urging the industry to do better. It’s this spirit that sets HRS apart from the competition. We reflected that commitment through a simple, straightforward tone of voice, with typography to match.
Using HRS for Enterprise is easy for customers, helping large companies make data-driven decisions while choosing from the broadest range of places to stay and work around the globe. Powered by HRS’ payment solutions and tailored to client goals, HRS is pioneering a better way for business travel.
The new brand identity reflects the ease of use and bold positioning, highlighting HRS’s energy, simplicity and tech focus. The visual identity matches HRS’ new confidence, breaking through the crowded B2B travel industry. We also developed an updated Employee Value Proposition, to communicate the HRS story to employees and potential hires.
“Our transformation into a global technology platform did not start with products alone—it began with how we positioned ourselves. Establishing a strong narrative and a unified brand gave us the credibility and clarity to engage Fortune 500 clients at a new level.”
Tobias Ragge
CEO, HRS
HRS for Travelers
Today, people know the importance of human connection and destination experience. The modern traveler wants a hassle-free way to stay, work and pay. We defined a photographic style that captures where business meets leisure.
The original brand identity still carried a lot of recognition in Germany, Austria and Switzerland but it needed to reframe the company’s tech story to appeal to consumers.
“The brand transformation project was about creating more than a new look—it was about building the base for scalable growth. By aligning brand, go-to-market, and sales from the start, we ensured that every future innovation had a clear story and a receptive market. That groundwork enabled the next chapters of adoption and expansion.”
Tobias Bittner
Vice President Marketing, HRS
Destination Solutions for Holiday Rentals
Destination Solutions, HRS’ B2B holiday rental platform, creates a smarter way for hosts and property managers to maximize the performance of their rentals.
We helped define the brand positioning and crafted a new visual identity, highlighting how Destination Solutions helps its customers make hosting simple through a clean color palette and signature designs.
HRS Group
We reimagined the identity of HRS Group, the umbrella brand uniting its diverse divisions. Grounded in the core principles of simplicity and impact, we ensured these values seamlessly connected every element of the brand. They are brought to life through the logo, typeface and color system.
This consistent thread, woven through each positioning and identity initiative, creates cohesion across the organization’s vision, presence and essence.
Results
HRS had a bold vision and were clear from the outset about their ambitions. Our partnership with HRS has reshaped how the company shows up in the market across their business, signaling a new direction and focus. From the narrative shared with customers and employees, to the way the brand is expressed through the website, social channels and events, HRS now communicates with greater clarity and consistency.
Building on this momentum, HRS continues to experience remarkable progress and expansion. Through this ongoing collaboration, we ensure HRS is equipped to sustain and accelerate Uncommon Growth.