Repositioning Through Experience

A hospitality group with premium properties across two continents was perceived as transactional rather than experiential. Guest loyalty was declining.

The brand had assets but no narrative. Properties existed as locations, not as cultural destinations. There was no emotional architecture.

RHOLA designed a repositioning programme centred on cultural programming — transforming properties into sites of cultural exchange rather than accommodation.

Artist residencies, curated guest experiences, and strategic media partnerships across Southeast Asia and Europe. Each property given a distinct cultural identity within a unified brand framework.

220% increase in brand awareness among target demographics. 47 new strategic partnerships. Complete repositioning achieved in six months.