Creating a public face for a behind-the-scenes player.
Time Period
Fall 2015
Background
Branding agency The Seventh Art engaged Peter Frank Consulting to assist with a project for Highgate Hotels, one of the largest third-party operators of hotels in major markets. Highgate is making an effort to enhance its brand reputation and grow awareness among both consumers and corporate partners.
Process
Peter Frank Consulting applied its deep knowledge of the hotel industry to produce a competitive analysis of hospitality brands relevant to the Highgate initiative. We also produced a comprehensive overview of major trends affecting the hospitality industry—everything from technology and loyalty programs to using wellness and authenticity as brand pillars. Peter Frank Consulting and The Seventh Art proposed various options for organizing the brands and properties under the Highgate umbrella.
Results
Highgate Hotels is currently considering several of the options presented by Peter Frank Consulting and The Seventh Art.