How do you convert casual hotel browsing into bonafide hotel bookings? You sell the experience, the aspiration and in addition, the lifestyle. Therefore, you completely rethink the way hotels and hospitality are presented. This was the starting point for our rebrand and final delivery of The Collection, Pride of Britain Hotels’ 2020 directory.

Pride of Britain Hotels is a collection of no more than 50 prestigious independent, privately owned hotels throughout (as the name suggests) Britain.

All change

However, one of the largest challenges we faced in representing Pride of Britain was doing each hotel justice. The very nature of the collection is the individuality of each member hotel; because showing what makes every establishment unique meant a change of thought and direction.

The research undertaken by Pride of Britain uncovered some interesting insights into the hotel customer’s journey; what inspires them to hit the ‘book now’ button? We found it is not necessarily down to the thread count of the sheets; it’s much more emotional than that, it’s in the feelings triggered by the experience of the hotel itself.

Inspire me

Our common sense told us that potential guests browsing the directory or website already know what a 5* hotel means; acknowledged for being one of the finest in Britain, it is going to have exceptional beds, facilities and services; however, they may not know about the guided stargazing walks that the hotel offers; or what three acres of crimson rhododendrons look like in full bloom; or of a hot water bottle tucked into the bed covers to make winter stays more comforting and memorable. These are the details we chose to unearth and focus on, to show what really sets the collection apart. These are the minor details that guests value and remember, and more importantly, tell their friends about!

The copy was completely refreshed with the finer details of each hotel’s unique selling points, location, history, surroundings and ethos added; therefore to create a more personal imprint of each hotel. Senior graphic designer Rob reimagined the design to match the new direction. He introduced a softer colour palette, a stripped back logo and created a new layout. The final result was printed on uncoated FSC certified, sustainable paper milled in Scotland on the banks of the River Leven; with 50 embossed Pride of Britain lions, each one representing a hotel. It’s a piece of work we as an agency are extremely proud of. In addition, we know that the client is too.

Praise be

Peter Hancock, Chief Executive of Pride of Britain Hotels: “In 2019 we commissioned research which helped to inform our decision to re-brand. Standout played a crucial part in this, producing design improvements to our web site and print collateral, including the 2020 directory (now called “The Collection”) with a fresh look and feel that has won praise from everyone. All the hotel descriptions were professionally re-written and we now have a more contemporary style, consistently applied to everything we do.”

To add to the Collection, we designed and launched a new website to complement it; with just the right mix of inspiration and hospitality information, and it turns out, the thread count does count!

Overall, we have 15 years’ and counting, experience supporting exceptional hospitality. Can we help you too?

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Dan Barber

Author Dan Barber

Chief Operating Officer

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