Amba Hotels (UK)
Competing with Giants
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The business hotel category is probably one of the most challenging and competitive sectors in the global hospitality industry.
CHALLENGE: Making a Mark
Stalwarts like the Hiltons, Marriott, Hyatt, jostle with newer brands like W Hotels, Citizen M, and Park Royal who are spreading their wings.
GLH, a UK-based holding company which owns the Thistle Hotels in the UK and a number of other business hotels in Asia was seeking to rationalise its portfolio with a new brand would make its mark in this sector. Selected Thistle Hotel properties in prime locations in key cities would be converted into a new type of business hotel with a new brand name and offer.
SOLUTION: Creating a New Growth Opportunity
Market research showed there was a significant opportunity to develop the four-star market to address unmet customer needs; with better and more personalised service, seamless technology, and authentic experiences in some of the best locations around the world.
Four Thistle Hotels in premium locations in central London were identified as pilots for the new brand, and Activiste had a small window of opportunity to help the client take this brand to market.
IMPACT: Metropolitan Success
The first hotel Amba Hotel Charring Cross launched in 2014 and was recognised as a nominee in the World Travel Awards 2015.
In December 2015, Amba Hotels opened its second hotel in Marble Arch, London following a multi-million pound refurbishment to the iconic London hotel venue. Located just steps away from Oxford Street, every element of the new hotel has been overhauled, in what is one of the most ambitious London hotel refurbishments in recent years.
"We are targeting 30 key cities in the UK for the Amba brand and will expand the brand internationally in China, the USA and Europe across the best locations."
The Amba Brand is intuitive, positive and smart. It leverages the cultural activities and lifestyle options around the vicinity of each Amba Hotel to deliver a customer’s experience that not only resides in what’s “inside” the hotel, but also what’s outside in its surrounds. It is a brand knows what’s important and what needs to get done to make someone’s day and every stay memorable.