Applied to:
This award celebrates the most innovative and creative concept in the hospitality industry. It recognizes a brand that has demonstrated the ability to think outside the box and introduces a new valued proposition to the final customer, or a new version of an existing concept that sets a new standard for the industry. It should provide a new approach and vision of guest experience, with a focus on design, spaces arrangement, and overall quality and diversity of services. The concept should have the potential to revolutionize the hospitality industry and offer a better quality of service for guests.
The project:
Campanile, a globally recognized midscale hotel brand, is undergoing a significant transformation aligned with Louvre Hotels Group’s 2023 five-year strategic plan. Building on a legacy since its founding in 1976, Campanile has been a pioneer in modernizing the 3-star segment, consistently evolving to meet changing market demands. The latest initiative aims to revitalize the brand through innovative designs, enhanced customer experiences, and a comprehensive network transformation.
Central to the strategy is the "Brilliant Basics" program, ensuring high-quality standards with optimized costs. By summer 2025, 80% of the hotels will implement these essentials, offering guests superior comfort. Renovations span across common areas, rooms, and outdoor spaces, creating a cohesive and contemporary ambiance. Highlights include open communal spaces, modern room layouts, and potential external enhancements like fitness and educational gardens.
A major component of the transformation is the segmentation of the network into two labels—“Prime” and “Nature.” This differentiation enhances clarity for customers and investors. “Prime” hotels, situated in urban hubs, feature state-of-the-art amenities like Chromecast, superior Wi-Fi, and fitness facilities. In contrast, “Nature” properties emphasize green spaces, CSR initiatives, and a connection to suburban or countryside environments. Non-renovated hotels retain the classic Campanile branding.
To support this revival, a robust communication strategy has been developed. Targeting both B2B and B2C audiences, the approach includes live investor updates, press coverage, and large-scale promotional campaigns once 30% of renovations are completed. This ensures widespread awareness and engagement with the new Campanile identity.
Through these efforts, Campanile aims to redefine the midscale hospitality experience, increasing its appeal and profitability while staying true to its core value of delivering "the home of good moments."
The Hospitality Awards celebrate innovation and excellence and highlight the most creative initiatives in a sector that is constantly and rapidly changing hospitality.
