The client’s experience is a factor that is taking a relevant role in the hospitality industry, to the point that beach clubs today segment at the same level as hotels. From the hotel factory we analyse how differentiation becomes the key to success.
The repositioning of a hotel follows several steps: first, supply and demand trends in the destination are studied and an internal analysis is carried out. Then, the benchmark phase allows us to obtain a series of best practices offered by the hotels of the competition (local benchmark, or innovative hotels in similar destinations, international benchmark), which are applied in the repositioning of the hotel. That is why this phase acts as a prelude to conceptualization. The repositioning concludes with the phases of feasibility analysis and implementation.
An international benchmark requires a lot of prior work. First comes the choice of a destination that with a similar target and offer to that of the hotel to be repositioned. Subsequently, those hotels that provide a fresh and innovative air are selected.
On this occasion, the destination to visit was Mykonos, the boho chic mecca. The boho chic trend that has bathed the Mediterranean, but it is in Mykonos where it reaches its maximum expression. This hippie–bohemian fashion is characterized by a minimalistic design with natural white and gray elements which evoque a carefree feeling. A fine example of this style are Annabell Kutucu’s designs, especially noticeable in the beach club Scorpios Mykonos.
Scorpios Mykonos is the essence of the boho chic trend that is expressed by a beach club located on the beach of Paraga, south of the island. Each and every one of the managers of the hotels visited defined this establishment as the bohemian experience of the island and this opinion is not far from reality. When you visit the Scorpios Mykonos’ website you can see that this establishment is much more than just a beach club, it is the essence of the artist, gathering of travelers from all over the world that come to immerse themselves in this original experience.
The establishment, which has reinvented the traditional beach restaurant, is not sold as an F&B point, but is showcased as a spiritual healing center with music, design, art and food. Their mantra is to offer the definitive communal experience: mermaid songs, supernatural connection and a sense of mindfulness lead visitors to repeat their visit to this sacred establishment year after year. This change in the product perspective, in addition to an increase in turnover, encourages cross-selling of products, since the restaurant has a bohemian fashion store that is the perfect complement for the traditional F&B offer.
This differentiating trend in beach clubs that is revolutionizing the market, can be seen in innovative proposals as the Papaya Playa Beach Club, Tulum, with its “Kids on the beach” program in which children from neighbouring Mayan communities are integrated with tourists to encourage the interaction of children with other cultures and backgrounds in a two-way manner, thus achieving a clear differentiation towards the family segment while doing social work with the community. Other clear examples worth mentioning are Nikki Beach Montecarlo, Monaco, focused on the luxury segment, or Papeete Beach, Rimini, with its party concept.
These successes show that conceptualization is occupying a transcendental position in the refurbishment of new tourist establishments, differentiation is essential to achieve a competitive advantage, and the key to this point lies in finding an optimal market segment, or as in the case of Scorpios Mykonos creating both the segment and the market.
At the hotel factory we are constantly in contact with the main innovations in the hospitality industry to guarantee the customer a differentiated product and in line with the new market trends. If you want to find out more about the importance of conceptualization in the hospitality industry and our repositioning projects, please do not hesitate to contact us.
