Helping a hotel find its narrative—and share its story.
Time Period
May–September 2015
Background
Branding agency The Seventh Art engaged Peter Frank Consulting to lend its travel expertise to a project for the Conrad New York, a luxury hotel in downtown Manhattan. The client wished to better define its brand “story” and improve its market position and performance.
Process
We spent a night at the property, performed an in-depth analysis of Lower Manhattan’s rapid development, and considered these within the context of hospitality trends. We zeroed in on a compelling storyline: With its oversize rooms and world-class art collection, the hotel can play a vital role in downtown Manhattan's resurgence as a destination for food, culture and commerce. Along with the rebuilt World Trade Center, Brookfield Place and a plethora of high-end restaurants and boutiques, the Conrad is a Financial District gem—albeit, with its surprisingly low profile, more like a diamond in the rough. We made numerous recommendations on how hotel operations could better attract the new denizens of downtown, whether Condé Nast editors, Wall Street executives or first-time New York visitors.
Results
The Seventh Art incorporated PFC's findings into a lavish, beautifully designed book for the client, packed with interviews, trend pieces and specific recommendations. The hotel plans to embrace many of the report's proposals in its future operations.