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Unique Hotel, Valais (CH), 2011

An indispensable must: hotel positioning in the market

They are two a penny: Swiss hotels without a clear positioning. The economic viability of accommodation businesses presents a great challenge, especially in the mountain districts.

On behalf of a real estate development company, and in collaboration with the Tourism Institute of the Lucerne University of Applied Sciences and Arts, Erlebnisplan sketched different market positions for an existing hotel in the Valais Alps. The main objective was to integrate the building with the nearby ‘Gaden’ (a small, one-room hut) as part of a unique positioning in the overall concept.

On the basis of the three positioning lines ‘nature and experience hotel’, ‘wellbeing hotel’ and ‘sustainability hotel’, the offer-and topic-specific characteristics of the individual positioning needed to be presented. The illustrated ‘mood boards’ in the development study provided convincing and emotional imagery language.

Concept development in collaboration with the Tourism Institute of the Lucerne University of Applied Sciences and Arts

 

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