Concepts, resets, steers and ideas for hospitality brands around the world.

A place to live, not just to stay.

room2 already had a small hotel in a townhouse in Hammersmith. It had rooms, a garden and shared kitchens. They were about to grow by opening a 70 room hotel in Southampton, so they needed to articulate their offering and define their guest journey.

The brief

The affordable category was growing fast but becoming more uniform – it is dominated by big chains, where value is the key message. Mid-tier brands were delivering design, but it’s was becoming ubiquitous. The question was, how do we create something distinctive to create an advantage?

The strategy

The brand strategy was simple – don’t play in the hotel category. Instead, we created a new category, a space between Airbnb and hotels. Take all the comforts and flexibility of your home, plus the best bits of a hotel, and you get the world’s first Hometel. Forget fixed check-out times, room service that arrives an hour late, over-priced minibars, and missing the last breakfast sitting. This is your room2 do whatever you want, whenever you want.

We delivered

Brand strategy | Brand and operational guest journey | Service Standards | Staff
behaviours and initiatives | Brand handbook | Workshop facilitation

“Katie brought to our brand strategy a new dimension of creativity and passion, which both excited and inspired us. She is not only very aware of higher-level trends and strategic market positioning but also the very small details that make a difference along a customer journey. The deliverables and outputs of our time with Katie are material, and it has laid a solid foundation to expand from.”— Robert Godwin