Palazzo Ripetta

Project Overview

Strategic brand repositioning and internal culture development for an established luxury hotel in Rome, member of the prestigious Relais & Châteaux collection.

Challenge

Palazzo Ripetta needed to elevate its market presence and better communicate its unique selling points in Rome's competitive luxury hospitality landscape. The hotel required a cohesive approach that would align external brand positioning with internal culture to create an authentic and distinctive guest experience.

Our Approach

We developed a comprehensive brand revitalization strategy shifting from traditional luxury to lifestyle, focusing on both external perception and internal implementation:

• Brand Repositioning: Identified and articulated the property's authentic distinctive elements, crafting a more compelling narrative that highlighted its unique place within Rome's luxury hotel market

• Brand Actualisation: Created new brand foundations manual including Claim, Mission, Vision, Pillars and Brand experience statement. Came up with a new product definition which is unique in the market. Translated it into visual and written communication for social medias and new website

• Competitive Differentiation: Analyzed the competitive landscape to identify opportunity spaces and developed positioning that amplified Palazzo Ripetta's heritage and unique attributes. Highlighted strategic partnerships and collaborations

• Internal Brand Culture: Created an immersive brand culture program that translated external brand promises into meaningful staff behaviors and service standards

• Experience Design: Redefined the guest journey to incorporate emotional touchpoints that reflected the refreshed brand identity

• Implementation Strategy: Developed practical frameworks for staff to embody the brand promise at every guest interaction

• Training & Development: Designed training materials that transformed team members into authentic brand ambassadors

Results

The repositioning strategy successfully elevated Palazzo Ripetta's market presence while maintaining its authentic connection to its heritage and Relais & Châteaux values. By aligning internal culture with external brand promise, we created a more cohesive and emotionally resonant guest experience that distinguished the property in Rome's luxury hospitality scene.