With this project we prepared a graphic image to complete the branding strategy of Alegria Hotels to differentiate itself from the competition and in the face of consumers in the tourism sector.
Alegria Hotels is a hotel chain founded in 2012 and based in Santa Susanna (Barcelona). This young hotel chain has 18 3 and 4-star category hotels distributed throughout the main tourist destinations on the Spanish coast located in Catalonia, Valencia, Murcia and Andalusia: Costa Cálida, Costa Azahar Costa de la Luz, Costa de Barcelona, Costa del Sol and Costa de Almería. Its vocation is to achieve excellence in service to customers who choose the Spanish coast as their holiday destination.
Its range of experiences is based on excellent value for money, prepared facilities with the right quality, and personalised attention to guests. Among its experiences, its services for Families, Adults Only, Spa, Golf and Cycling stand out. Its values demonstrate its belief in the local culture of the destinations where its establishments are located, its commitment to quality, the innovation and training of its professional team, and its responsibility towards the environment.
Until a few years ago, consumers in the tourism sector were not so demanding of tourism establishments. Hotel chains did not see the need to specialise because that kind of demand did not exist. At that time, customers chose their holiday destinations based on various factors: prices, the location of the hotel and the experiences offered (sun and beach, city, wellness, etc.). However, this lack of demand disappeared after the coincidence of new factors that conditioned the way hotels sell: the boom of the Internet, the change that this boom has brought about in the behaviour of users and the saturation of companies in the hotel sector.
Faced with this new situation in the tourism sector, customer demands are much higher than in the past: it is no longer enough to comply with basic conditions to attract customers to establishments; consumers want unique experiences and value for money. For a hotel chain to adapt to the new pace of the tourism sector, differentiation is essential. Customers are faced with a multitude of tourist brands, and if consumers identify with the values they convey, they will choose one brand or another. The brand brings together the image and values intangible of an organisation. This is why branding has gained greater importance today in the hotel sector.
The logo, the claim, the corporate colours, the values… all these factors have to reflect the branding strategy of any hotel establishment. And for these factors to get your company’s message across to consumers, it is essential to apply them correctly in the communication of the organisation. Without a correct application of the brand in all its formats, the brand will not reach the target audience in a homogeneous way, and it will not be able to complete this differentiation with the competition.
Alegria Hotels had intangible values, a mission and a identity defined. But to transmit all these factors, it still required one more element to get its differentiating message across to consumers: a graphic image that would serve to transmit the personality of Alegria Hotels through its graphic communication and in all its applicationss. A coherent, homogeneous and undistorted graphic image decisively favours the social identification of the company. The challenge for Alegria Hotels was, therefore, to obtain a graphic image that would transmit the hotel chain’s commitment to its values of quality, innovation and expansion, as well as to unify the same message for all its tourist establishments and in all existing applications.
We present the way of constructing the logos of the hotels included in the different Alegria Hotels product sub-brands. This exhibition includes a vertical and a horizontal version, a version of the Exclusive seal, another for the logo of the chain’s Apartments, and a logo for those hotels that do not fall within the product segmentation.
A graphic style associated with the brand
We have managed to define a graphic style that differentiates the company and that is transmitted in all its applications. Thus, we have built a homogeneous and differentiating graphic identity.