HOTEL HOLDING COMPANY GIVES A NEW DEAL FOR HOTEL OWNERS

Glh.

Launched in 2013 as a new major global hotel company, the aim of glh. is to put an entrepreneurial edge back into the individual hotels and give owners and developers a ‘New Deal'.

  • SCOPE
  • DESIGN
  • INDUSTRY
  • B2B
  • CORPORATE
  • HOSPITALITY

CHALLENGE

GuocoLeisure Limited, a Singapore-listed company with a secondary listing on the New Zealand Exchange, consolidated its hotelier ambitions through the establishment of major global hotel company, based out of London.

Borne of an ambitious growth strategy targeting 100 major global cities in ten years, glh. seeks to deliver the best guest centred experience in the industry, and the company is underpinning this with the use of advanced customer facing technology, infrastructure and decision science.

In addition to developing a new operating model, it was also going to launch its own portfolio of hotel management brands.

SOLUTION

Developing a new corporate brand that represented the directness and transparency of this new hotel group company.

With 36 hotels, comprising 8,279 bedrooms across the UK, the glh brand had to be bold and yet not overshadow the nuanced sensibility of its portfolio brands. To this end, a bold typographic approach was adopted with a black, red and white as the colour palette.

IMPACT

Beyond launch three new portfolio brands - Clermont, Amba, Every – in addition to Thistle and Thistle Express, glh hotel group recorded 61% increase in operating profit during the second half of 2014. Savings in costs and improved efficiencies helped achieve this. Total revenue for the company also improved.

“The new business model will provide an alternative to the current hotel industry business model, by giving autonomy to our individual hotels.”

 

Mike DeNoma
CEO, glh.