Concept development
Defining the overall guest proposition for a hotel or resort, positioning, guest segments, room and amenity mix and signature experiences, as the layer that sits above individual F&B or leisure concepts.
Hotel and resort proposition development defines the overall guest proposition for a hotel or resort: brand positioning, guest segments, room and amenity mix and signature experiences, as the concept layer that sits above individual F&B or leisure concepts.
Developers and hotel groups defining a new hotel or resort brand, or a standalone property's proposition, before F&B, amenity or leisure concepts are designed.
The whole-of-guest-experience concept, not just its food, beverage or leisure components.
Proposition development sets the whole guest experience; F&B visioning is one layer within it.
| Term | What it answers |
|---|---|
| Hotel & resort proposition development | The full guest proposition, rooms, service, brand, amenity and signature experiences. |
| F&B visioning | Specifically the food and beverage ambition and outlet strategy. |
These typically run together, proposition development sets the destination and F&B visioning is done in step with it, not after.
We define the proposition from the guest outward, who is this for and what will they remember, then translate that into a brief every downstream concept team, F&B, leisure, design, can work from.
A whole-of-guest-experience concept covering positioning, F&B, leisure, wellness and service design as a single integrated proposition.
Defining the overall guest proposition for a hotel or resort, positioning, guest segments, amenity mix and signature experiences, ahead of detailed concept work.
F&B visioning is the food and beverage layer within this wider proposition, and the two are usually developed in step with each other.
Both, from a single standalone hotel to a new multi-property brand.
As early as possible, ideally before room mix and amenity space allocation are finalised.