Staybridge Suites® - Case Study

Staybridge Suites® is an all-suite, residential-style brand within the InterContinental Hotels Group (IHG) with over 200 hotels in the United States, Canada, Mexico, Europe and South America. Situated on the upper floors of the Crowne Plaza Hotel®, Staybridge Suites®, featuring 116 Suites all with fully equipped kitchens and access to the Graduate Bar and The Laureate Restaurant. 

CHALLENGE A mission to be ranked No.1 for Overall Customer Experience in the UK for 2019.

TARGET GUEST The Experienced Traveller.  Young, confident individual seeking a non-traditional hotel experience. Looking to escape from daily challenges and spend time with family and friends. Free Spirited Professional seeking to be surrounded by likeminded, talented people who enjoy social activities. The Experienced Traveller has a great work-life balance while looking after their health and wellbeing.

BRAND AMBITION Feel Free and Unconfined

BRAND POSITIONING  Staybridge Suites® deliver breaks from the norm of conventional travel.

BRAND PROPOSITION Break from the travel norm

CRUCIAL HOTEL BASICS Always Clean. Everything always works. Part of IHG Rewards Club®.

SOLUTION Design high-quality marketing materials with a deep understanding of the existing brand. 

BRAND IDENTITY IHG Brand Central