PARK HYATT DOHA
PRE-OPENING LAUNCH STRATEGY
Introducing the Park Hyatt brand into the competitive luxury segment in Qatar
As many hoteliers know, Qatar has become an ultra-competitive and landscape for luxury hotels to distinguish themselves and build loyalty amongst locals and foreigners alike. We made the trip several years ago before the Park Hyatt Doha property opened in the Msheireb district, a section of downtown designed to be fully-sustainable, to help the on-property prepare for the opening.
Our objectives were to:
Analyze the competitive environment and define the distinct positioning of the hotel
Finalize the naming, style and marketing plan for the hotel's restaurants
Guide the property team on authentic collaborations with local artisans, museums and chefs.
We embarked on a competitive set tour with the commercial team and general manager and built an analysis that guided
the team on how to leverage the quiet and subdued luxury approach of the Park Hyatt brand.
With a modern Japanese rooftop restaurant offering cosmopolitan views of downtown, a French-Qatari fusion restaurant that combined a Michelin-star chef and a well-recognized local chef from the local souk, and a healthy & sustainable option for delivery and takeaway, we successfully rose to the challenge to build the branding, positioning and communication in time for launch.