Case Study: Developing Clear Owner and Consumer Offers for a New Lifestyle Brand – COMPASS Hotels

The client

COMPASS Hotels, a new select-service boutique hotel brand by Margaritaville Hotels & Resorts

The problem

Margaritaville was seeking a more standardized select-service style lifestyle concept that could be consistently executed in North America through franchising. As Margaritaville’s hotel and resort portfolio grew, there was an opportunity for supplemental concepts with a smaller footprint in secondary and tertiary markets.

What we did

  • Acted as project lead and extension of internal team working with various team members, designers, and vendors to bring brand to market and prepare to launch to ownership
  • Created a full kit of materials required for owners to develop a hotel – building on the ethos of Margaritaville resorts, yet targeted to support business and leisure travelers in various markets including non-resort markets
  • Completed qualitative and quantitative consumer insights work to validate offer with guests and provide direction for refinement
  • Developed a full guest experience journey and all requirements for getting the concept license ready, including building construction costs, design and construction standards, owner marketing materials, pricing, FFE, and OSE

The result

Concept launched in the marketplace with strong owner interest, multiple license agreements signed, and franchise disclosure document completed. Multiple value engineering efforts completed to optimize cost to build and owner needs alongside guest needs. Additional brand support materials – from operations standards to refinement of concept design package – are being completed to support the first hotel openings.