Development of a hotel brand and marketing strategy for a city hotel in Lugano, Switzerland.
A stylish hotel brand that reaches new architectural heights in Lugano
Departure: The Starting Point
The story of the hotel traces back to 1923, when the former “Albergo Stella” welcomed its first guests, ushering in an era of hospitality. Through the passing decades, the Albergo Stella saw numerous generations of hoteliers and their families, who not only managed the premises but also embraced it as their home. Over time, it evolved into a cherished meeting point for travellers worldwide.
In 2012, Alexandra and Daniel Hahne assumed ownership of this historic hotel, faithfully carrying on its legacy. However, the challenges posed by the pandemic demanded a fresh approach.
This is where MAp stepped in as a hotel consultancy, supporting the development of a new hotel brand, designing the B5 Boutique Hotel website, developing a comprehensive marketing strategy, and overseeing the hotel's opening.
With the courage to innovate and visionary thinking, a new chapter has started in the heart of Lugano: Welcome to the B5 Boutique Hotel.
Destination: What We’ve Achieved
- Successful opening of the B5 Boutique Hotel
- Clear positioning in the market as stylish newcomer
- Design of the creative and unique B5 Boutique Hotel website
- Launch of the B5 Boutique Hotel sales and communication channels
MApping the Way: Our Road to Success
Hotel Branding
Positioning and Tone of Voice
At the start of the collaboration, MAp determined the hotel's status quo in order to find out how we could successfully position the new B5 Boutique Hotel on the global MAp, together with Daniel and Alexandra. Based on the results, we developed a holistic and sustainable hotel brand that combines the hotel's history with contemporary design and makes it a special place for modern travellers.
The completely renovated B5 Boutique Hotel offers a sustainable meeting place for globetrotters and has become a stylish and modern home where people can meet and spend time together.
Hotel Marketing
Sales and Marketing Strategy, Hotel Website Development
MAp developed sales and marketing strategies and then built and optimised the marketing channels of the B5 Boutique Hotel together with Daniel, Alexandra and partners.
The B5 team received a practical guide with checklists to ensure that all activities are geared towards the defined target groups – modern travellers who often work on the move and are looking for a stylish and sheltered place. All those who appreciate a sustainable stay amidst contemporary elegance and a warm atmosphere.
MAp also conceived and designed the hotel's stylish website to reflect the holistic concept of the B5 Boutique Hotel and send the right message to the right guests.
Hotel Consulting
Coaching and Support for Hotel Opening
To ensure a successful hotel opening, we held regular coaching sessions, workshops and calls. This helped to build a common understanding among internal and external stakeholders.
Our task as hotel consultants in the opening year was, among other things, to plan, prioritise and coordinate the necessary steps towards the hotel opening. We were also committed to regularly monitoring results.
#Togethertime
Nestled in the heart of Lugano, the B5 Boutique Hotel emerges as a premier destination for design enthusiasts, art aficionados, and those seeking culinary delights. Conceptualised by the visionary architects at DF_DC, the B5 Boutique Hotel represents more than just a place to stay; it embodies a dedication to style and sustainability. The B5 Boutique Hotel strives to offer guests an experience that captivates the senses while also prioritising environmental mindfulness.
Thank you Alexandra and Daniel for allowing us to accompany you on this incredible journey!