Buenos Aires is paradise for design aficionados. Travelers are spoiled by the quality and personality of small hotels opened over the past decade.
If you were opening a new hotel in this market, how would you position it?
That’s the question I’ve been examining with Martin Rosberg, Managing Director and co-founder of Fierro Hotel – a new hotel opening in Buenos Aires this September. Fierro is an Insider’s Circle partner: a very design-focused hotel with all the best amenities. iPads in the lobby and suites. Double-glazed windows to ensure a silent, relaxing environment. The sort of place where you would love to spend a week or two.
But we both know having the best product is just the first step. We need to help travelers visualize the guest experience through our communications. So as we prepare for opening, Martin and I have been thinking:
“How can we communicate the Fierro Hotel difference, and separate the property from all the other boutique design hotels in Buenos Aires?”
It may help to have a little background.
The building will include the Hernán Gipponi Restaurante. From HotelChatter…
Chef Gipponi, by the way, is a local lad done good, having spent time in Michelin-starred kitchens in Spain before returning home to Argentina. We hear that the restaurant promises to become a local hotspot, but be warned that this does not mean it will be classic meat-haven parilla.
We’d happily eat steak day after day in BA, but if you’re a vegetarian or simply need something other than beef in your diet, you will be pleased to know that Gipponi will be serving up dishes such as Foamy Yogurt with caramelised pumpkin seedsm and Grilled Scallops with bok choy, pineapple and ginger juice, and pine nuts.
Additionally, the hotel’s wine cellar is run by Martin’s brother, Andres Rosberg – president of the Argentine Sommelier Association.
So here we have this beautiful design hotel, paired with some of the best food and wine in the city. Now, the brand position is obvious.
Fierro Hotel is the place to stay for the gourmand visiting Buenos Aires
Or, “The best lifestyle hotel for foodies.” If you’re a bon vivant, you need to be here.
We’re still finalizing the wording, but the difference is clear: If you’re serious about experiencing some of the best food and wine that Buenos Aires has to offer, Fierro Hotel is the logical place to stay. Not only do you have these great options on-site, but you have some world-class experts to recommend other establishments in the city.
The positioning lesson for you
Examine your story to find what position your brand can occupy exclusively in the market. Fierro Hotel has this strong emphasis on food and wine, but you will have something else. Whatever that is, define that…and then repeat it over and over in your communications.
Want to work together on branding for your hotel? That’s just one of the areas we cover in my Insider’s Circle program. See details on the special end-of-season offer available now.