Evolving the Perceptions of a Resort Brand

Challenge

We worked with a resort brand to explore people’s experiences when travelling to help pivot and evolve their brand positioning.

Our client, a major resort brand, came to us to get a gut check from travellers on their latest brand purpose and positioning. More specifically this research was intended provide a quick check of travel pleasures and pain points, understand the brand’s current equity, and explore the positioning territory on key metrics including relevance, uniqueness, credibility, and brand impact.

Approach

Our approach consisted of a series of focus groups with a mix of travellers, where we discussed their relationship with leisure travel, the pleasures and pitfalls, and the role that luxury plays. This was them followed by a deep dive discussion around the brand’s purpose and positioning to gauge people’s reactions and the impact it had on their impressions of the brand.

Impact

Through our research our client was able to learn that their proposed positioning is particularly relevant and attractive for leisure travellers. We also delivered a series of recommendations of how to optimize their positioning for future development.