Carlton Collection
Positioning hotels around their unique character
Within the Carlton Hotel Collection, there is no single overarching identity for all hotels. And that is precisely the strength. The collection consists of hotels that differ significantly in character, location, atmosphere, and target audience. This diversity calls for sharp choices.
The challenge is not to create uniformity, but to position each hotel clearly around its own strengths, so that guests recognise themselves in the story and consciously choose the hotel that fits them.
“Working with gr8 provides our teams with valuable communication insights into our different target audiences. And gr8 helps us create spot-on content. For us, that’s essential to position each hotel sharply.”
Christa van Camp, Commercial Director, Carlton Hotel Collection
The behavioural question
What needs to happen?
Potential guests should stop comparing primarily on price or facilities, and instead recognise the specific character of each hotel. This enables them to choose more quickly, with greater confidence, and to return.
Our approach
We always start with the individual hotel. What makes this place unique? Who is it truly for? What experience, energy, or role does the hotel play in the guest’s life?
Based on these questions, we sharpen the positioning and proposition of each hotel individually. Not by searching for similarities, but by making differences explicit.
So far, we have done this for:
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Carlton Oasis
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Carlton Beach
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HUP Hotel
For each hotel, we developed a distinct brand story, audience focus, and communication direction. From this foundation, we also support the hotels in execution. This enables teams to independently and purposefully create content that aligns with their own story, without having to start from scratch each time.
In practice, this includes:
- developing content and campaigns per hotel
- translating positioning into day-to-day communication
- implementing ChatGPT and custom GPTs tailored to each hotel and audience
What this set in motion
Hotels become sharper and more attractive to their specific audiences. Guests more quickly recognise where they belong, and why that particular hotel suits them.
At the same time, hotel teams gain stronger ownership of their communication and can work more consistently and efficiently. Positioning thus becomes more than a one-off project; it becomes a practical compass for growth, content, and activation.
Sounds familiar?
Are you working with multiple locations, brands, or propositions that don’t need to resemble each other, but do need clear positioning and the ability to communicate consistently every day?
Read how we work on Direction & Positioning, or schedule an introduction.
