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.

Concept Development

MAp kicked off the project by getting to the heart of the Felderer family and what it was they envisioned for the next stage of their boutique hotel: a place of harmony, balance and conscious being. With that as our compass, we MApped out with them a stylish and innovative hotel concept that invites guests to experience a holiday for body, mind and soul. With that, we positioned the Felderer Boutiquehotel accordingly in the market.

Brand Creation, Brand Design, Brand Activation, Brand Implementation

With style as a cornerstone of the Felderer Boutiquehotel, it was important that we create a stylish boutique hotel brand too; a brand that reflects the character of the hotel and infuses a dose of soul. MAp created a corporate identity to match, focusing on soft colours, elegant fonts and aesthetically-focused brand elements.

Website Development, Sales + Marketing Strategy, Hotel Launch

To bring the boutique hotel brand to life, MAp designed and programmed the new hotel website, weaving in style and soul here too. Furthermore, we supported the Felderer family during the launch phase and implementation of the new boutique hotel concept and brand, by updating the sales and marketing mix, searching for interesting cooperations, defining new hotel sales and communication tools, and more.

Concept Development

First, MAp set out to understand what luxury meant for our clients and next defined what Haritha Villas + SPA stands for: Nature, Architecture, Health & Harmony and Luxury & Caring Service. Using this as our starting point, we co-created a boutique hotel concept centred on sophisticated elegance and redefined luxury – to be reflected in the intricate architecture (by GFAB Architects), chic design and exclusive experiences (think personal butler service). And importantly, we took into account the cultural, historical and culinary aspects of Sri Lanka to ensure the concept delivers the best of what the country has to offer.

Sales + Marketing Strategy, Hotel Launch

MAp translated the concept into the hotel’s sales and marketing activities by providing strategic support and guidance. Additionally, MAp provided ongoing assistance to our clients during the launch phase.

Audits, Trainings

In order to set the hotel up for success, MAp carried out audits and trainings on the newly-conceived concept so as to build understanding and alignment among the team and partners.  

Brand Creation, Brand Activation

Before addressing the hotel itself, it was important that we zoom out and define MAP Projects as a larger hotel brand, getting to the heart of its purpose and other defining characteristics. While emphasising on the available assets (smart and stylish design), we added the emotional storytelling to draw the right people in. We then took it a step further by defining how to activate the newly-defined hotel brand and sustainable storytelling through the visual, verbal and sensory branding.

Concept Development

Next we set our sights on MAP Hotel. While MAP Hotel possessed many strengths as a smart design hotel thanks to Marios’ incredible vision and aesthetic, we discovered and defined the hotel’s guest typologies to determine their expectations and needs, and from there we defined the USPs that delivered the most value. We also positioned the hotel concept in a way that would differentiate it along those guest benefits, key being lifestyle, technology, sustainability and design. The hotel concept was then translated into operations, showing how it can be brought to life.

Sales + Marketing Strategy

When looking at operations, we also had to determine how best to sell and communicate the hotel. Thus we defined the hotel sales and marketing communication channel mix and determined the top priorities moving forward to strengthen MAP Hotel’s sales and marketing performance leading up to its reopening.

Resource Management, Restaurant Consulting

In the time of COVID-19, figuring out smart solutions is part of the game. Therefore, together with our client we tackled important pandemic-related issues, such as where to save resources by defining what activities to handle in-house or to outsource, as well as how to appeal to and bring locals to MAP Hotel’s Scale restaurant.

Concept Development

MAp’s approach was guided by the question: what is new, game-changing, innovative? With that we co-created a resort concept never before seen in The Maldives and that would appeal to a range of defined buyer personas – not just honeymooners. The concept we landed on, a “kool” lifestyle (desti)nation, stands out as #AnythingButOrdinary.

Brand Creation, Brand Design

Together with our truly game-changing and innovative client, MAp defined and characterised the Kandima Maldives resort brand in line with the newly-defined concept and positioned it clearly in the marketplace by capitalising on its uniqueness and conveying the distinct Kandima lifestyle. Additionally, we worked with the one and only Snask to create a resort brand identity that reflected its fun personality through vibrant colours and playful graphics to be translated across all guest touchpoints.

Sales, Marketing + Social Media Strategy

With the foundation set, MAp went about building sales, marketing and social media strategies to reach and connect with the defined buyer personas – identifying helpful tools, developing impactful messaging, selecting strategic partners, and more. Additionally, we set Kandima Maldives’ sales + marketing team up for success by providing them with user-friendly and actionable manuals and holding coaching sessions and workshops.

Trend Reports, Workshops, Agency Partner Search

If you want to be the game-changer, you need to figure out game-changing ways of doing things. Therefore, we created trend reports, held creative workshops and identified the right partners who could bring the strategies successfully across the finish line, from PR agencies and copywriters to designers and print shops. MAp ensured all partners were properly briefed and aligned with the resort’s concept and brand to ensure consistency across all aspects.