Billesley Manor Hotel
Services | Hotel Strategic Planning
Billesley Manor Hotel, located in Warwickshire, partnered with Marriott to become part of the Tribute family. Tribute is a modern collection of boutique hotels created for travellers who seek individuality and character. As part of this new relationship, we were asked to assess the current brand identity and associated collateral to align the Billesley DNA with the modern maverick guest (as well as developing the interior design throughout the hotel). In line with Tribute family requirements, we created a Brand Playbook for Billesley Manor which contained market research, SWOT analysis, target demographic, brand narrative, brand positioning, and brand activation.
Market research
We carried out a review of Stratford Upon Avon in which we identified the surrounding cities, nearest transport links, points of interests across a range of categories (culture, food & drink, retail, hotels), and the history of the location.
We researched the competitive landscape extensively and identified the potential direct and indirect competitor brands.
We also comprehensively analysed benchmark brands (brands that have desirable characteristics).
SWOT analysis
We compiled a SWOT analysis to identify the potential strengths, weaknesses, opportunities and threats to the commercial success of the brand.
This identified a clear strategy in the areas of the hotel that needed to be developed to create a stronger proposition.
Target demographic
Identifying the target audience and their needs is a fundamental aspect of creating a thriving and commercially successful hotel.
We organised the target audience into core groups, such as couples, local residents, and culture-seeking travellers, and defined the attitudes and values that members of those target demographics may hold.
We also created in-depth guest profiles within these groups, and identified the potential wants and needs of individual target guests.
Building the story
Understanding the story behind the brand is fundamental to curating a wonderful, immersive guest experience.
We comprehensively researched the history of Billesley Manor in order to craft a rich brand narrative that unearths the true spirit of the Billesley Manor estate through unique and inspired storytelling.
We also identified four key brand pillars to form the foundation of the brand: the home of artistry, a romantic retreat, woven in history, and bucolic surroundings.
From here, we summarised the essence of the brand in a clear and concise, yet detailed, paragraph.
Brand positioning
With a view to identify the brand’s positioning, we first worked to understand the personality behind the brand - what Billesley manner is, and what it is not.
From here we established the brand’s core values - indulgence, escapism, attention to detail, and storytelling.
We also created a brand promise, a concise manner of communicating to staff the level of service that is expected of them for guests.
In this same line, we pinpointed the brand’s tone of voice - the core way members of staff present themselves, and the underlying tone of the brand - charming, tranquil, mature, and sincere.
Brand activation
In order to bring the brand’s marketing strategy to life, we curated a set of beautiful storytelling photography that reflects the essence of Billesley Manor - capturing the historic nature, bucolic surroundings and unexpected moments of discovery.
We also considered the potential additional touches that may be appreciated by leisure and business guests, as a means to exceed guest expectations.
