Concept Development

MAp’s challenge was to create a new aparthotel concept that met Julia’s vision. Therefore, we put ourselves in her shoes and asked: What appeals to athletes? What do athletes need in their rooms? What kind of services benefit athletes? What do athletes eat? The answers shaped the core of the new paloria concept – a place for a power vacation and adrenaline, but also relaxation and distraction. Additionally, we brought paloria to the 21st century with the infusion of cool, casual and modern elements to appeal to the next generation of active travellers and through sustainable initiatives that create a better future for people and planet.

Brand Creation, Brand Activation, Brand Design, Brand Implementation

A cool new concept demanded a cool new brand. Thus MAp went about updating paloria’s brand identity, equipping the aparthotel with modern and sporty branding, logo and colours. We brought the new aparthotel branding to life by creating sales and marketing collateral, including business stationary, postcards, email signatures, and more.

Sales + Marketing Strategy, Hotel Website Development, Hotel Launch

As one of the first guest touchpoints, it was important that the website reflect the updated aparthotel brand, so MAp designed and programmed a brand-new website. MAp also supported the implementation and activation of the concept across sales and marketing channels, which were aligned to the new buyer personas, and supported Julia and her team during launch of the new paloria apartments & sport.

Concept Development

MAp’s directive was to advance and build off the overall concept of Koncept Hotels by translating it into its two new properties. To that end, it was important that both hotel concepts focus on sustainability and digitalisation, but also have their own distinct stories to tell.

To achieve that, we started with a field and trend analysis as well as with a study of best practice examples. We derived from the SWOT analysis the strategic potentials, and working together with the Koncept Hotels team, crafted two authentic and innovative sustainable hotel concepts.

The first was Hotel Josefine, which celebrates the success of female entrepreneurs - especially that of Josefine Clouth, who ran her late husband's business successfully on the site of the hotel back at the start of the 20th century. The hotel is dedicated to her commitment, her being a role model for all strong women, and her love for art. The concept for the International, on the other hand, is built off its history as the Central Immigration Office to celebrate Cologne's multi-cultural and cosmopolitan society. The overall objective: to further strengthen the market position of Koncept Hotels as digital, fair and local.