Launching IHG's Wellness Hotel Concept: A Case Study on EVEN
Applicable Industries
- Consumer Goods
About The Customer
The customer in this case study is IHG, a multinational hospitality company. IHG was looking to launch a new wellness hotel concept, EVEN, targeted primarily towards business travelers. The challenge was to not only build awareness for this new concept but also to create a new category in the hospitality industry. IHG needed a strategy that would clearly define the concept of a 'wellness hotel' and resonate with potential guests, helping them understand what they were checking into.
The Challenge
The challenge was to launch EVEN, IHG's new wellness hotel concept, which was primarily targeted towards business travelers. The concept of a 'wellness hotel' was quite subjective and left consumers confused about what they were checking into. The task was not just about building awareness but creating a new category in the hospitality industry. The nebulous concept of wellness was not enough to attract customers, and there was a need to define the amenities of EVEN in a way that would resonate with potential guests.
The Solution
The solution was to leverage consumer research to define EVEN's wellness amenities by their real benefit: the ability for guests to maintain their routine while traveling. This insight led to the creation of a branding concept with a key message: 'Keep Your Good Thing Going.' A large bank of still and video content was produced, which was used to create print, social, and digital assets for IHG and its partners. This included a 360-degree mobile banner with a VR-style room tour, and three films that used real guest stories to define the concept of a 'wellness hotel' by its benefits. The initial results were promising, and plans were already underway to help EVEN grow its position as the first name in a new category.
Operational Impact
Quantitative Benefit
Case Study missing?
Start adding your own!
Register with your work email and create a new case study profile for your business.
Related Case Studies.
.png)
Case Study
Improving Vending Machine Profitability with the Internet of Things (IoT)
The vending industry is undergoing a sea change, taking advantage of new technologies to go beyond just delivering snacks to creating a new retail location. Intelligent vending machines can be found in many public locations as well as company facilities, selling different types of goods and services, including even computer accessories, gold bars, tickets, and office supplies. With increasing sophistication, they may also provide time- and location-based data pertaining to sales, inventory, and customer preferences. But at the end of the day, vending machine operators know greater profitability is driven by higher sales and lower operating costs.
Case Study
Series Production with Lot-size-1 Flexibility
Nobilia manufactures customized fitted kitchens with a lot size of 1. They require maximum transparency of tracking design data and individual processing steps so that they can locate a particular piece of kitchen furniture in the sequence of processes.
Case Study
American Eagle Achieves LEED with GE LED Lighting Fixtures
American Eagle Outfitters (AEO) was in the process of building a new distribution center. The AEO facility management team decided to look at alternate options for lighting layout that could provide energy and maintenance savings. AEO would need a full-time maintenance employee just to replace burned-out fluorescent tubes.
Case Study
Revolutionizing Rodent Control
From pet- and child-safe traps, to touch-free and live-catch rodent control solutions, Victor continues to stay committed to producing superior products that meet the varying needs of today’s pest control professionals. And, with a long standing history supporting customers in the food processing, service, and retail settings, Victor knew that strict regulations were costing organizations thousands of dollars in excess overhead trying to manage their rodent-control solutions. Trap inspections in these environments are often difficult and time consuming, requiring personnel to manually check a trap’s status multiple times per day, amounting to over six hours of manual labor. Victor is looking for an innovative way to increase operational efficiencies with the use of technology.
