Travel/Hospitality

CASE STUDY

HRS Group

Reinventing how businesses stay, work and pay 

Challenge

HRSโ€™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. HRSโ€™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.โ€ฏ

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 companyโ€™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: โ€˜Stay, Work and Payโ€™.

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 companyโ€™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.โ€ฏ

Through this work, the principles of simplicity and impact became a connecting thread, uniting the organization in vision, expression and personality.โ€จ

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. Itโ€™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.โ€ฏ

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 theโ€ฏglobe. Powered by HRSโ€™ 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 HRSโ€™s energy, simplicity and tech focus. The visual identity matches HRSโ€™ 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 aloneโ€”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.โ€

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 companyโ€™s tech story to appeal to consumers.

“The brand transformation project was about creating more than a new lookโ€”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.โ€

Tobias Bittner
Vice President Marketing, HRS 

Destination Solutions for Holiday Rentals

Destination Solutions, HRSโ€™ 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 organizationโ€™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. 

CASE STUDY

Global Hospitality Company

Driving growth through strategic reinvention of a hospitality resort portfolio

Challenge

A global hospitality organization with a wide-ranging portfolio of property brands had long been recognized for its breadth of offerings. Yet within the resorts segment, it faced pressure to evolve. Shifting traveler expectations were redefining what a resort should deliver, moving beyond traditional sunshine and sandy beach perceptions toward more intentional, emotionally resonant escapes. 

Despite having the properties to meet these evolving demands, the business was underrepresented at key decision points in the traveler journey. With increased opportunities in premium segments and international markets, leadership needed a clear view of where to invest, how to differentiate and what it would take to drive stronger performance across its resort portfolio. 

Solution

To help the business compete more effectively in the evolving resorts category, Prophet led a comprehensive growth strategy engagement grounded in global demand modeling, competitive audits, pipeline and investment analysis and proprietary consumer research.  

We examined how the definition of โ€œresortโ€ was shifting across traveler segments and markets, mapping those evolving expectations against the businessโ€™s existing portfolio. Segmentation and journey mapping revealed unmet needs, where the portfolio had strengths, and what was required to improve overall relevance, consideration and growth. 

From there, Prophet helped reframeโ€”not just reinventโ€”the opportunity. We identified the key audiences to prioritize, the moments in the traveler journey where influence could be gained, and the experiences and messaging that could differentiate the brand. We developed growth platforms and activation principles to guide product, marketing and guest experiences across the portfolio.  

Results

With a focused strategy in place, the business now has a clear roadmap to lead more intentionally in the global resorts categoryโ€”connecting with travelers earlier, delivering greater relevance and scaling distinct experiences across premium segments. 

Internally, the strategy has aligned teams around where to grow and how to prioritize development, marketing investments, and experience design. Externally, itโ€™s helping the business compete more effectively for high-value audiences, carving out a more resonant and distinctive position in the next chapter of leisure travel. 

CASE STUDY

Hotel Lumio

A continuous journey of rediscovery 

Challenge

In 2022 Bravo Group and Hyatt Hotels, along with the district government signed an agreement to launch the first Hyatt Unbound Collection hotel in Chinaโ€™s Greater Bay Area โ€“ โ€œๆ™“ๅบโ€ (Xiao Lu). Bravo Group aimed to establish the hotel as a luxury landmark in the region, offering unparalleled services and experiences.

Solutions

Prophet partnered with Bravo Group to develop a compelling hospitality brand. We started by identifying its target audience, brand concept, and guest experience.   

We conducted immersive research to gain a deeper understanding of the target demographicโ€”affluent, young professionalsโ€”and their evolving preferences for luxury hospitality. Todayโ€™s travelers seek not just comfort but rejuvenation and inspiration from their hotel stays.   

The unique location and its rich history provided the perfect backdrop for a distinctive brand story. Historically a vital trade hub along the Pearl River, Pazhou is now a thriving center of innovation and sustainability in the Greater Bay Area.   

Drawing on these insights, we crafted the brand story: Just like the boats along the Pearl River, bringing newfound treasures from the East and West, guests will discover new experiences to inspire, recharge their body and soul and reconnect with people. This hotel empowers guests in their own journey of rediscovery. 

Prophet translated these unique equities into a brand-new design direction โ€œEvolving travelโ€. Building upon the design direction, we crafted a new brand logo with a kinetic logomark and its Chinese logotype. We also curated a distinctive brand palette and typographic style, developed a travel photography style fused with the warmth and romance of magic hours, and created a series of applications throughout the passenger journey. The brand’s fresh visual identity expertly uses dynamic lines to capture the vibrant energy and fluid motion of the China United brand. 

The Chinese name โ€œๆ™“ๅบโ€ (Xiao Lu) created by the client evokes the poetic imagery of โ€œilluminated retreat.โ€ Taking the brand story as foundation, we developed the English name Lumio, symbolizing โ€œlightโ€ and โ€œilluminationโ€ while creating a strong phonetic link to the Chinese name. Furthermore, we developed four experience principles and an impactful visual identity to bring the brand to life.   

Our creative team seamlessly fused Pazhouโ€™s rich cultural heritage with Hyattโ€™s global sophistication, crafting a visual identity that harmonizes Eastern and Western aesthetics. Lumioโ€™s logo features fluid curves inspired by traditional brushstrokes, embodying a sense of artistry and movement. The carefully curated color paletteโ€”coral and navy for the hotel, and pine green, gold, and sandstone white for the propertiesโ€”evokes the warmth of nature and the depth of history. To further bring the brand to life, we established a distinctive photography style that captures the modern, dynamic energy of this East-meets-West fusion. 

Results

As the first Hyatt Unbound Collection hotel in the Greater Bay Area,โ€ฏHotel Lumio has entered the final stages of preparation for its grand opening. Located in Pazhou, a hub of innovation and technology, Lumio is poised to set new industry standards and lead the way forward, illuminating the path for the future of hospitality. 

Our creative concept

The root of the word Lumio refers to โ€œlightโ€ and โ€œilluminationโ€ and that moment of inspiration, creating a phonetic link with the Chinese name while evoking the imagery of dawn, energy and inspiration. It symbolizes the brandโ€™s bespoke elegance and transformative spirit.

Distinctive visual expression 

Lumioโ€™s visual identity blends rich colors, textures, and graphic elements to convey depth and sophistication. We created a bespoke logotype that has serif elements that suggest candlewicks and curves of a flame. These distinctive characteristics were brought in the letterforms across both Latin and Chinese alphabets. 

East meets West 

A circular light motif is used to create new and interesting juxtapositions of Eastern and Western elements. This visual contrast reflects the brandโ€™s core principle of exploration and connection, symbolizing the brandโ€™s invitation to โ€œrediscover the world through a new lens.โ€  

CASE STUDY

Miiro Hotels

Creating Europeโ€™s Most Talked-About Hotel Brand 

Challenge

As InterGlobe Enterprises, a leader in aviation and hospitality, ventured into a new chapter with an acquired portfolio of European properties, it sought to transform these holdings into exceptional destinations. Beyond goals of enhancing loyalty and revenue, the vision was to create a distinguished luxury lifestyle hotel brand. Entrusting Prophet with the task, InterGlobe asked us to define the brand strategy, visual expression, name and guest experience.โ€ฏ

Solutions

Starting with a detailed market review and quantitative research, we identified a unique niche for a hotel that seamlessly blended authentic luxury with a calming and mindful experience. This insight informed a distinct brand positioning centered on offering โ€œBrilliantly Considered Stays.โ€ 

We used Prophetโ€™s extensive naming process and after evaluating more than 200 name possibilities, the team aligned on Miiro, originating from the Latin for โ€œa sense of wonder.โ€ Through creative exploration, we uncovered five distinct brand territories, testing two with potential guests to refine our direction. From this, we defined a set of design principles applied across various touchpoints. We also established a compelling tone of voice and provided a comprehensive writing guide to ensure consistency in communications. This brand strategy’s visual expression then shaped the design of the guest experience, from pre- to post-stay, accentuating signature moments that encapsulated the essence of the new brand.โ€ฏ

As a final โ€“ and important โ€“ step, leveraging Prophetโ€™s Human Centered Transformation Model, we devised an effective strategy to introduce Miiro to InterGlobe colleagues, ensuring seamless integration and alignment with organizational goals

Results

Miiro launched its first properties in Paris, Barcelona and Gstaad in 2024, with London following this year. Buzz is building, and the debut has been heralded as one of the year’s most anticipated hotel brand launches.โ€ฏ

A Name for Self Reflection

Through an extensive naming process, we landed on the name Miiro. Originating from the Latin for โ€˜a sense of wonderโ€™, it serves as a reminder for guests to pause, look around andโ€ฏsavor every moment. The double vowel spelling reflects the idea of a mirror, speaking to the idea of mindful self-reflection, echoing the unique spirit of each Miiro location.

Sensory Discovery

The creative concept underpinning the new name and brand positioning โ€” Brilliant Considered Stays โ€” centers around the idea of ‘Sensory Discovery’, bringing guests closer to the soul of Miiroโ€™s neighborhoods. Through a carefully curated and crafted visual system, the identity celebrates the human senses of sight, smell, sound, taste and touch. This sensory journey is embodied with a modern rendition of classic calligraphy, curated layouts and unfiltered personal photographic moments that capture genuinely local experiences.

โ€œOur expectations of travel are filtered through the lens of social media, creating generic and uniform travel experiences, hindering meaningful connections with the places we visit and the people we meet. Miiro aims to change this with a more authentic representation of place.โ€

Clive Rohald
Executive Creative Director, Prophet

Considered. Curated. Crafted.

To ensure the Miiro brand and experience is represented consistently across all hotel locations, we developed three guiding design principles that influence every aspect of the guest experience. These principles ensure cohesive application of the brand, from the aesthetics and ambiance to the quality of customer service. By adhering to these principles, we maintain the high standards and distinctive character that defines the brand and deliver an exceptional experience across all Miiro hotel locations. 

Signature Guest Experiences

Drawing upon customer insights, we crafted bespoke guest experiences that significantly enriched travelers’ stays. This approach embodied the concept of ‘Brilliantly Considered Stays,’ effectively translating it into tangible and memorable moments for our guests. By creating a true sense of place for guests, we not only elevated the quality of their experiences but also fostered a deeper connection between the guests and their surroundings.

โ€œThe Miiro brand isnโ€™t just a new logo and minimalist design dรฉcor, itโ€™s an expression of who Miiro are as an organization and the commitment to delivering an experience for guests that provides a true sense of place, wherever they stay.โ€œ

Alex Whittaker
Partner, Prophet

CASE STUDY

Hapag-Lloyd Cruises

Refreshing a brand experience to be more relevant for the next generation

Challenge

Hapag-Lloyd Cruises (HLC) is a leading luxury cruise company, renowned for its fleet of five cruise ships, including the 23-year-old EUROPA. According to the Berlitz Cruise Guide, EUROPA has been the best cruise ship in the world since its launch, embodying the classic luxury favored by the traditional social elite. This includes festive etiquette, evening wear, fellowship among peers at fixed group tables and impressive furnishings. 

However, HLC recognized that the luxury market and the preferences of guests and potential new customers are evolving. To maintain the high standards of EUROPA and modernize its appeal, HLC partnered with Prophet for a comprehensive development of its brand, experience and marketing. The goal was to preserve the shipโ€™s soul, hospitality and personalized service while adapting to contemporary luxury trends. 

Solutions

The project began with 360-degree market research, including surveying employees and existing and prospective customers. The team identified tourism and lifestyle trends and analyzed the competition. 

Based on the research findings, a current understanding of the target group and strategic growth options were defined, developed, evaluated and prioritized. This data-driven approach led to a clear reorientation, with the management and team defining โ€œCool Conservatismโ€ as the new guiding principle for EUROPA. 

Next, the product and marketing strategy was developed. The EUROPA REFRESH program was introduced to address the needs and desires of modern cruise passengers, focusing on fitness, health and relaxation. The emphasis was on promoting a mindful lifestyle and holistic well-being. 

Marketing efforts were also revamped. The new imagery and tone communicated EUROPAโ€™s โ€œCool Conservatismโ€ concept across all relevant touchpoints to both existing and new customers. 

Finally, the new product concept was implemented throughout the organization via a comprehensive change management process. 

Results

The comprehensive realignment allowed EUROPA to stay competitive in the luxury segment. The ship now presents itself in a more modern and casual manner, consistently embodying the new target image. The organization can rely on the in-depth target group knowledge developed during the project, ensuring a customer and needs-oriented approach.ย 

CASE STUDY

JetBlue

Sending an iconic airline and true challenger brand soaring into the future  

Challenge

JetBlue, a prominent U.S. airline, was founded with the grand ambition of challenging other established carriers. Based on the promise of excellent, affordable service, JetBlue consistently offers customers a better way to travel. 

Despite being known for its distinctive wit and irreverent spirit, the companyโ€™s visual identity had grown tired, having travelled a few too many miles without a meaningful rebrand since its initial launch. JetBlue no longer reflected how its employees and travellers saw the carrier, nor did it capture what made the brand special. To address this, JetBlue engaged Prophet to refresh its brand and better reflect its competitive edge in the airline industry.   

Solutions

We evaluated each touchpoint in the JetBlue experience, assessing the airlineโ€™s existing identity and market positioning. Initially, our focus was on re-energizing JetBlueโ€™s day-to-day marketing communications. However, through close collaboration with the JetBlue team, it became clear that a more comprehensive approach was needed.

Our scope expanded, and we embarked on crafting a holistic vision for the brandโ€™s future. Together, we developed and launched a completely revitalized JetBlue brand identity. 

Our scope expanded, and we embarked on crafting a holistic vision for the brandโ€™s future. Together, we developed and launched a completely revitalized JetBlue brand identity. 

Results

The ambitious rebranding initiative has positioned JetBlue for its next stage of growth and demonstrates its ongoing dedication to innovation. Entering a transitional year with an invigorated visual identity, this strategic shift has already led to increased customer interest and conversion. JetBlue continues to challenge industry norms, redefining what customers can expect from a cost-conscious airline. And this differentiating spirit is now beautifully reflected in the new brand identity and the plane liveries. 

Re-asserting JetBlueโ€™s challenger spirit

Our idea centered on a core truth at the heart of the brand: its challenger spirit and character. Every creative decision was made to vividly bring this unique personality to life. 

โ€œJetBlueโ€™s brand is synonymous with irreverence and personality, yet its identity wasnโ€™t fully embodying these traits. Our mission was to bring this back at a time when the company was preparing itself for its next stage of growth.โ€  

Andres Nicholls 
Global Executive Creative Director  
Prophet

An expression of joy

A joyful, fun and contemporary brand expression came together through an enhancement of their colour, type and imagery. A system that gave the brand flex and the ability to play, delivering genuine brand moments that put a smile on customerโ€™s faces.

Wit, positivity and plenty of carry-on character

Tone of voice has always been a key differentiator for JetBlue. We meticulously crafted every element of the visual identity system to amplify that voice. Itโ€™s designed to be flexible and seamlessly adapting to the practical requirements of each touchpoint, ensuring the effective delivery of JetBlueโ€™s distinctive writing style. From the typeface to the color palette and copy, every aspect communicates with humor, capturing JetBlueโ€™s youthful energy and positivity.

Illustration that tells a story 

Collaborating with Ben Wiseman, we crafted playful illustrations that narrate travel stories and provide imaginative perspectives. Ranging from the whimsical to the extraordinary, they express concepts that canโ€™t always be captured through photography alone โ€“ providing yet another way for JetBlue to stand apart from the crowd. 

Imagery captures moments we love 

Weโ€™ve all encountered the typical, overly polished destination images. Our approach was to capture those authentic micro-moments that resonate with customers. By keeping imagery simple, subtle and uncluttered, our marketing becomes more relatable โ€“ without falling into clichรฉs. 

Created to drive impact 

JetBlueโ€™s new designs aim to turn heads, make a statement and elevate every moment of the experience. Setting an ambitious vision from the outset, Prophet and JetBlue have reshaped the brand expression into one that honors the past while preparing the carrier for its next phase of growth. The rollout continues across many of JetBlueโ€™s primary marketing and communication channels.

Reimagining JetBlueโ€™s liveries  

The project also evolved to include a redesign of JetBlueโ€™s commercial livery. The reimagined identity and updated livery honor JetBlueโ€™s legacy by retaining recognizable tailfin patterns, now extending beyond the tailfin to envelop the entire rear fuselage, ensuring maximum brand impact, visible both in the skies and at the gates.  

โ€œOpportunities like this donโ€™t come around very often. Guiding transformative change for an iconic brand like JetBlue, working so closely with their team, has been a privilege. The company is on an exciting journey and being part of it has been a phenomenal experience.โ€ 

Chris Benson 
Associate Creative Director
Prophet

Launching JetBlue to the world  

The first of the new designs took flight in the second half of 2023, heralding the beginning of JetBlueโ€™s fleet-wide transformation. Weโ€™re proud of how we helped make the fleet bolder. Bluer. Newer.

CASE STUDY

China United Airlines

Transforming the brand experience to new heights and journeys abound 

Challenge

Following a merger and transformation to position itself as a mass-market and low-cost airline in 2014, China United Airlines (China United) achieved rapid business growth, transporting over 10 million passengers every year. As one of the first airlines to be relocated to Beijingโ€™s Daxing Airport, China United has maintained exceptional operations that ensure high quality and safety, reaching all four of its key objectives. China Unitedโ€™s successful launch at the Daxing Airport marks a new chapter of its journey as a key player in Chinaโ€™s aviation industry. 

Striving to provide its customers with diverse and affordable flight options, China United continued its transformation through its data strategy and product innovation. With this ambition, the airline wanted to further inject energy and momentum into its brand, propelling the company to elevate its passenger experience. 

To achieve its vision of becoming a trusted and preferred airline by all stakeholders, China United partnered with Prophet to refresh its brand identity and end-to-end customer experience. 

Solutions

Our team set out to create a distinctive and ownable brand identity for China United. We began by diving into the unique brand DNA and uncovered two distinctive equities:  

  • Diversity: China United brings people together with diverse travel destinations and experiences, giving travelers a variety of choices and options to make their journeys special. 
  • Energy: From past to future, China United is constantly evolving for the betterment of our communities, passengers, and employees, thanks to its collaborative and efficient culture. 

Prophet translated these unique equities into a brand-new design direction โ€œEvolving travelโ€. Building upon the design direction, we crafted a new brand logo with a kinetic logomark and its Chinese logotype. We also curated a distinctive brand palette and typographic style, developed a travel photography style fused with the warmth and romance of magic hours, and created a series of applications throughout the passenger journey. The brand’s fresh visual identity expertly uses dynamic lines to capture the vibrant energy and fluid motion of the China United brand. 

Prophet translated these unique equities into a brand-new design direction โ€œEvolving travelโ€. Building upon the design direction, we crafted a new brand logo with a kinetic logomark and its Chinese logotype. We also curated a distinctive brand palette and typographic style, developed a travel photography style fused with the warmth and romance of magic hours, and created a series of applications throughout the passenger journey. The brand’s fresh visual identity expertly uses dynamic lines to capture the vibrant energy and fluid motion of the China United brand. 

Results

Our work to transform the China United brand supercharged the airlineโ€™s ambition to offer a world-class end-to-end customer experience, breathing new life into the passenger journey. From new check-in experiences to new inflight amenities and captivating livery designs, the dynamic visual identity enables China United to create more delightful moments for its customers and employees.  

Creating the New Brand Logo

The new brand logo is designed based on the alphabet “C” for China United Airlines. The sleek contours of the letter “C” embody the excitement and thrill of takeoff, symbolizing the wings of boundless freedom in flight. The use of dynamic, circular lines not only signifies a continuous journey but also represents the spirit of exploration and innovation that drives the airline forward, capturing the essence of China Unitedโ€™s commitment to delivering exceptional travel experiences. 

Defining Distinctive and Impactful Brand Colors

In a departure from conventional industry norms, our selection of high contrast and saturated colors brings a fresh and distinctive allure to the brand. This unconventional palette injects life into our design, leaving a lasting impression that is both impactful and unmistakably unique.  

Transforming the End-to-End Passenger Journey

We helped to prepare for the application of the new visual identity throughout the passenger journey from online to offline (O2O), ensuring a unified brand experience, creating a cohesive and elevated visual language across the touchpoints. 

Constantly Evolving 

China United is dynamic and continually evolving. From its past to its future, transitioning from a low-cost airline to a world-class economy carrier, Prophet has helped China United in its constant evolvement for the benefit of society, passengers, and employees. 

Discover More 

In the bustling Beijing Daxing International Airport, China United proudly serves tens of millions of passengers with exceptional quality. Prophet played an important role in infusing visual experiences and thoughtful touchpoints that seamlessly guide and delight customers throughout their journey with China United. 

โ€œThe upgraded brand logo and visual identity of China United Airlines have imbued the organization with renewed energy and momentum, driving us to constantly improve our services in order to create wonderful travel experiences for our passengers.โ€ 

China United Airlines

CASE STUDY

Josun Hotels & Resorts

Creating a winning brand portfolio strategy

Background

Established in 1914, Josun Hotel has become an exemplary hospitality brand, transforming into the current Josun Hotels & Resorts while maintaining its original โ€œFirst & Bestโ€ mentality. 

In a market where new entrants have raised the bar on hospitality, Josun Hotels & Resorts wanted to position its brands at the forefront of hospitality experiences in South Korea. Prophet worked closely with Josun to create an independent portfolio of brands, each targeting different consumer groups.

Approach

Prophet helped Josun Hotels & Resorts define a winning brand portfolio that captures distinct opportunities in the Korean travel market, with clearly defined roles and relationships for each of their hospitality brands. Understanding that each hospitality brand needs to meet the unique needs of Josunโ€™s varied audiences, fresh insights were uncovered to define distinctive concepts for each brand. Through extensive research, expert interviews and in-depth audits, we created a hybrid brand architecture with a series of flagship brands with reimagined concepts appealing to different target audiences in Korea. 

Each hotel brand is tied to its unique idea, name and story that delivers a hospitality experience like no other. Lโ€™Escape was born for those who wish to get away from reality and create their own dreams and fantasies, a true Parisian escape in the heart of Seoul. Gravity was created to become a thriving social hub for Millennials, a center of gravity in the community to foster creativity, collaboration and inspiration that blends work and play together. Combining Josunโ€™s legacy with fresh modernity, Grand Josun reflects a refined sensibility for premium customer experiences while catering to families. Lastly, Josun Palace represents the groupโ€™s highest-grade luxury offering, encapsulating the key essence of the hotelโ€™s heritage and appealing to โ€œThe Cultured Connoisseur.โ€

We brought the different brand strategies to life by carefully crafting distinctive visual identities for each hotel. We also developed complete branding concepts for some of the food and beverage offerings within the hotels. 

Impact

The four new hotel offerings by Josun Hotels & Resorts โ€“ Lโ€™Escape, Gravity, Grand Josun and Josun Palace โ€“ were subsequently launched between 2018 and 2021 to great success. The optimized portfolio and architecture strategy maximized revenues across the brands and serves as a growth engine for the group, unlocking new possibilities in its journey to become a global hospitality brand.  

Our work with Josun Hotels & Resorts received critical acclaim including multiple awards from Transform Magazineโ€™s Transform Awards Asia [1][2][3].

L’ESCAPE

Creating a Parisian escape in the heart of Seoul

SEE OUR WORK

GRAVITY

From hotel to Millennial experience hub

SEE OUR WORK

GRAND JOSUN

Extending the Josun heritage to create a premium hotel brand for families

SEE OUR WORK

JOSUN PALACE

Creating a luxurious hotel brand under a winning portfolio

SEE OUR WORK

Let’s grow together

Have questions about your next growth move? Prophet has answers.

CONTACT US
Group 18

CASE STUDY

Grand Josun

Extending the Josun heritage to create a premium hotel brand for families

Challenge

Josun Hotels & Resorts was facing competition from new entrants that raised the bar on luxury hospitality in the South Korean market. During its separation from the Starwood Hotel brands, Josun Hotels & Resorts had ambitious plans for growth.

Prophet first partnered with the clientโ€™s teams to create a cohesive brand portfolio strategy that leveraged the Josun name, provided a level of cohesion and integrity and maintained its distinctiveness within its portfolio. Having created a rejuvenated brand identity for Josun Palace, the groupโ€™s highest-grade luxury offering, Prophet worked with the hospitality group to create a new premium family-oriented hotel.

Solutions

We started with understanding the real needs of Josun Hotels & Resortsโ€™ varied audiences which included families with kids, young couples and business travelers. Insights into these pain points helped to inform what experiences its hotels needed to deliver to its audiences. Based on these insights, we created the new family-oriented hotel brand Grand Josun.

We clarified the brandโ€™s unique distinction as a pioneer and leader in South Koreaโ€™s hospitality landscape, crafting its brand positioning as โ€œReimagining a heritage of excellenceโ€. Combining both Josunโ€™s legacy with fresh modernity, we took its signature customer service and infused the brand with new moments of delightful discovery throughout the customersโ€™ stay, with a refined sensibility that is always balanced, intuitive and multi-sensorial.

The strategy came to life with a variety of new activation programs, amenities, F&B, design and service elements tailored to meet the distinct and high expectations of the audience. We created unique signature elements such as Josun Junior, a comprehensive offering that creates a memorable holiday experience for children to explore their creative energy, discover lifelong skills, and connect with the destination they are in. Another signature program that was rolled out was the Lending Library, a hassle-free supply for everything a guest may need at a hotel whether on business or for family.

Next, Prophet created a visual system that brought the bespoke and delightful experiences of Grand Josun to life, speaking to the heritage of โ€œJosunโ€ with a modern twist. The symbol is a carefully crafted monogram paired with a classic modern typeface and complemented by contemporary and balanced hues of emerald, natural and light secondary colors and copper accents. We also created a cohesive color and textural palette to communicate a warm, natural environment that allows families to feel both comforted and energized while reflecting the refined sensibilities of the brand. The โ€œterrazzoโ€ pattern was incorporated both in the overall hotel as well as modified for the kids to create a cohesive but also tailored experience.

Results

Grand Josun was successfully launched in Jeju and Busan in 2020. Many of the signature experience ideas we created, including the Josun Kids program and Lending Library, have been successfully implemented with outstanding reviews.

The addition of Grand Josun hotels not only expanded Josun Hotels & Resortsโ€™ reach in the South Korean travel market but is also expected to be a new growth engine for the group, unlocking new possibilities in its journey to become a global hospitality brand.

And, our work with Grand Josun hotels received recognition from Transform Magazine’s Transform Awards Asia 2022, earning bronze in the Best Visual Identity from the Sports, Travel, Leisure and Tourism Sector.

CASE STUDY

Josun Palace

Creating a luxurious hotel brand under a winning portfolio

Challenge

Established in 1914, Josun Hotel has become an exemplary brand in hospitality, transforming into the current Josun Hotels & Resorts yet maintaining the original โ€œFirst & Bestโ€ mentality that it originated with.

In a market where new entrants have raised the bar on luxury hospitality, Josun Hotels & Resorts wanted to position its brands at the forefront of hospitality experiences in South Korea. It was in the process of separating from the Starwood Hotels brand and came to Prophet for help creating an independent portfolio of brands.

Solutions

Our teams first defined a winning portfolio by sizing the South Korean travel market and conducting customer segmentation. With a hybrid brand architecture, we went on to create relevant flagship brands, with Josun Palace being the luxury namesake label. We focused onโ€ฏits flagship offerings and aimed to redefine the luxury and lifestyle hotel experience in Korea.โ€ฏ

Our brand strategy was built to appeal to the sensibility and finesse of Josun Palaceโ€™s target audience โ€“ โ€œThe Cultured Connoisseur.โ€ To speak to this audience, three experience principles were created from Josunโ€™s unique DNA and heritage but also focused on remaining relevant to todayโ€™s and tomorrowโ€™s target consumers. The โ€œJosun Touchโ€ principal marks Josunโ€™s quality service standards that guests have always come to expect. The โ€œEuropean Sophisticationโ€ principle demonstrates how the brand has always been inspired by global design, culture and lifestyle while providing a comfortable introduction to the Korean travel market. The โ€œTimeless Innovationโ€ principle demonstrates that good experiences with high-end technology should be felt but not seen.

We then developed a draft of a future-state guest experience map to guide a focused collaborative exploration of potential signature touchpoints. This was followed by a hierarchy containing distinct levels of signature experiences.

With this in place, the three principles came to life in the creation of a bespoke and crafted crest symbol that brings the unique heritage and symbology of Josun in perfect balance with sophisticated European visual cues. The symbol reflects the premium stature for its luxury brand with a custom modernized serif logotype that highlights the iconic Josun name, referring to Koreaโ€™s royal dynasty.

This modernized classic logo is supported by a light and modern set of visual elements including a sans serif typeface, P22, in a variety of weights along with lighter pastel color palette and graphic elements that complement the strong logo and its chiseled font.

Results

The rejuvenated Josun Palace was launched in May 2021, welcoming guests around the world and elevating its customer experience across all touchpoints.โ€ฏThe optimized portfolio and architecture strategy has maximized revenues across the groupโ€™s existing brands. Additionally, the portfolio strategy left room for future growth, enabling the group to effectively add new brands in support of local expansion.

The new brand identity of Josun Palace encapsulated the key essence of the hotelโ€™s heritage while ensuring that it was distinctive in its own way among other flagship brands. Prophet was successful in launching a prestigious brand with five-star reviews and part of the Marriott Autograph collection.

And, our work with Josun Palace was recognized by Transform Magazine in the Transform Awards Asia 2022, winning bronze for the category of Best Visual Identity from the Sports, Travel, Leisure and Tourism Sector. It also was mentioned as highly commended for the Best Creative Strategy category.

CASE STUDY

Marriott International

Expanding Marriott Bonvoyยฎ to drive engagement with families

Challenge

Marriott International, already a leading brand for business travel, is dedicated to improving its reputation as a family-friendly destination in APAC. Itโ€™s expanding its Marriott Bonvoyยฎ offers to include explorations and experiences that kids dream about.

And while reaching parents is important, driving engagement with kids is essential. Prophet had previously worked with Marriott to create its successful M Passport program, which lets kids collect stamps and stickers at resorts and urban properties and then trade them for perks like ice cream and local souvenirs. Marriott wanted to find additional ways to connect with its youngest guests, creating brand-led experiences that would work across the entire portfolio. Besides building on family-friendly amenities, such as guaranteed adjoining rooms and early check-ins, it wanted to make kids jump for joy.

Solutions

Nothing is as welcoming as a familiar face. So Prophet teamed up with the beloved childrenโ€™s book series, Mr. MenTM & Little MissTM (MMLM), to further Marriottโ€™s mission of raising adventurous world travelers. While the series includes more than 90 characters, we focused on finding the 10 that best align with Marriottโ€™s values, including Mr. Brave and Little Miss Curious.

Prophet created a story behind each of the ten characters, introducing them to children even before arriving at the hotel. To bring the joys of travel to life with age-appropriate messages, we used plenty of digital activations meant to delight. Kids could add MMLM stickers to their WhatsApp messages, for example. And once they arrived on the property, they could create personalized e-post cards from the MMLM characters and find ideas for future family vacations. Besides offering fun and engagement for kids, the activation also created a cohesive visual system aimed at parents, helping them see Marriott as a welcoming place for family-friendly adventures.

Toys are an essential part of the experience, too. Families could collect the 10 customized MMLM plush dolls. And in some locations, Marriott offered families an exclusive thrill, meeting MMLM Author and Illustrator Adam Hargreaves.

Results

The Marriott Bonvoyยฎ and Mr. MenTM & Little MissTM collaboration launched in the summer of 2019, encompassing more than 450 hotels and resorts throughout the region. And it offered a consistent experience for kids across all 13 Marriott brands.

Beyond driving engagement with families, the initiative provided opportunities for participating hotels and resorts to give families a warmer welcome as it expands into this important market. Besides raising incremental revenue, it also builds loyalty across the portfolio and supports key destinations, even as it helps parents raise the next generation of brave, curious and adventurous travelers.

CASE STUDY

Sheraton Hotels & Resorts

Creating a customer experience that brings families together

Challenge

To win over leisure travelers in Asia, Sheraton wanted to offer an enriched experience specifically built for families. To do so, they developed Side by Side, a uniquely branded program, with dedicated activities & experiences that celebrate the gathering of families.

Solutions

The Prophet team supported Sheraton with the development of the Side by Side proposition and brand, including the development of the activity programming, a Chinese name for the program and visual assets โ€“ all of which assembled into a proof of concept (POC) toolkit to bring the program to life.

We conducted a co-creation workshop with Hotel GMs to develop a set of signature activities that multi-generational families could enjoy together. We then developed a distinct visual system, in keeping with the Sheraton brand, along with a detailed activity calendar and activation assets to guide the program piloting in four initial resorts.

Staying true to Sheratonโ€™s positioning โ€œThe Worldโ€™s Gathering Place,โ€ we designed a visual identity system for the Side by Side program to convey the message of โ€œtogethernessโ€ in a warm, fun, and modern way. The wordmark is paired with the symbol of holding hands, illustrating a universal gesture of gathering in an abstract form. While staying consistent with Sheratonโ€™s master brand look and feel, Prophetโ€™s creative team infused playful and fun elements into the Side by Side family program through a collection of simple line icons and graphic elements.

Results

The Side by Side program will be rolling out to all Sheraton properties Asia-wide after a successful proof-of-concept launch in 2020.

Your network connection is offline.

caret-downcloseexternal-iconfacebook-logohamburgerinstagramlinkedinpauseplaythreads-icontwitterwechat-qrcodesina-weibowechatxing