When Taking A Flag Down Drives Revenue UP!
The King Charles Inn is the 94-room flagship property of one of our clients. After lengthy research and metrics review, it was decided to ‘deflag’ the national brand and move forward as a boutique property. This provided the opportunity to drive the experience upscale and increase rates.
We began with a clear brand message. We then reviewed and updated every touchpoint. Some of the branding work included: logo, interior/exterior signage, arrival elements (parking garage, front and back entrance designs), in-room collateral, and more. With respect to communications, the website, advertising, SEM, e-communications were all redesigned with the primary goals of increasing REVPAR while limiting dependence on OTAs.
The changeover has been successful in every measure. As an example, we took advantage of the hype of ‘Cyber Monday’. Marketing focused on Facebook promoted posts and e-blasts to past guests as well as highly -targeted prospects.