The Queensberry hotel had just completed a major 5 year renovation programme. Having previously worked with Montpellier to re-brand the hotel, The Queensberry returned and presented us with the task of helping them to evolve their corporate identity to represent the evolution of the Queensberry into a world class boutique hotel.
Montpellier’s re-branding abilities came to the fore and working together with our sister companies Montpellier Creative and Montpellier Interactive, we designed and built a website and bespoke brochure that projected the Queensberry’s image of refined comfort combined with sumptuous yet tasteful design. Thanks to Montpellier Group’s involvement, the Queensbury has experienced a surge in bookings and has been at capacity for the last 6 months.
The Queensberry Hotel has built a strong brand for itself within the hotel sector and the Bath tourism scene, having successfully re-branded within Montpellier earlier this year. As a unique privately run 29-room boutique hotel set in the heart of Bath, The Queensberry’s brand is based on integrity and contemporary yet affordable luxury. As the hotel re-launched following an intensive five year renovation programme, the management recognised that the hotel’s corporate identity needed to evolve and reflect the property’s new contemporary feel.
• To create a fresh, new identity which reflected The Queensberry’s new look and
ethos in providing a five star boutique hotel experience at cost effective prices.
• To reflect the contemporary yet understated elegance associated with the hotel.
• To demonstrate to customers how The Queensberry could offer the best service and
experience to both UK and overseas visitors.
• To provide a corporate identity that was professional and polished, and allowed
the hotel to go head to head with established brands already operating in Bath.
• To position the hotel’s restaurant as part of the hotel but also a stand alone entity
providing top quality food to both visitors to Bath and local people.
Montpellier’s creative team, under the direction of creative director Roger Taylor, sought to position the brand as a fresh, contemporary hotel which retained an element of heritage in its buildings, positioning, staff and service. It was also important that The Olive Tree, the hotel’s award winning restaurant, linked in with the hotel brand but could also stand alone as a restaurant in its own right.
Montpellier worked very closely with the hotel to produce a bespoke brochure which reflected the new brand mechanics and feel. Impressive photography of the hotel and its rooms acted as a very crucial part to this brochure project.
The hotel’s website designed and built by Montpellier’s sister companies, Montpellier Creative and Montpellier Interactive, in December 2007, has become an online portal through which prospective visitors can research the hotel in complete confidence and make online bookings. The client specified that navigation was to be simple and content quick to download. Everything needed to be simple yet stylish. For that reason, video tours and Flash animation were ruled out and instead replaced by high quality image libraries which contain pictures of each style of room available.
The Queensberry brand has been completely transformed, while remaining truly loyal to its traditional client. Importantly from the client’s perspective, the evaluation of the brand has best been gauged by customer feedback which has been extremely positive and also in room sales. On a financial level, the hotel has had its most successful year following this re-brand. The Queensberry generated a 20% growth in revenue per available room. Similarly, the hotel has achieved a 30% increase in EBITDA over the previous year. Coupled with a strong PR campaign also managed by Montpellier, the hotel has operated near to capacity over the past 6 months.