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Trendy markers give Kyriad a fresh boost
After eighteen months of working together, directors, managers and investors have overhauled the Kyriad offer with two strong new markers: memory foam pillows and frozen yogurt for breakfast.
Code name: Kyriad Xin. A Chinese name, meaning “new”, for a strategic brainstorming project. The goal was to find strong elements that would differentiate Kyriad while leveraging the brand’s DNA to offer an unforgettable client experience.
A collaborative and strategic project
The project began in 2015 by auditing the Kyriad network and performing a client study. A task force was set up, integrating hotel management and investors as well as quality and F&B managers from head office. For eight months, they worked together in groups to identify new client expectations and define innovative markers for implementation. Selected in spring 2016, these were tested at ten pilot hotels before being progressively rolled out in the network’s 243 Kyriads.
Introducing two new Kyriad signatures for innovative and differentiated positioning adapted to today’s consumer:
a memory foam pillow for a superlative night’s sleep
the choice of frozen yogurt for a deliciously refreshing breakfast
“All of our work aims to highlight our singularity and our brand promise: more comfort, less conformism. Today, we are the only network in our market segment to offer two markers that are singular, original, memorable and widely popular”, declares Françoise Houdebine, VP Marketing & Sales of Louvre Hotels Group.
Markers already rated highly
A satisfaction survey was taken in 10 hotels representing a cross-section of the networks’ clientele. The frozen yogurt is perceived as an all new experience, appreciated and likely to boost client loyalty. Similarly, 90% of the clients surveyed showed interest in the pillow, including 30% who were very interested. This marker, perceived as original, innovative, comfortable and adapted to client needs, contributes to improving brand image and appeal.
To support the rollout of this “fresh boost”, a three-week advertising campaign, starting November 14, will feature Kyriad with two offbeat and funny commercials.