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Hotel Innovation through the “Disruptive Hotel Concept Design”

15 December 2017

BlueShift – Achievers Make the Change is launching the “Disruptive Hotel Concept Design”, an innovative and unique methodology for developing hotel concepts based on the application of Blue Ocean Strategy principles.

The “Disruptive Hotel Concept Design” methodology comprises three phases: market information analysis, consumer trends and case-study evaluation; the internal development of a concept draft; and workshops with the client to discuss, refine and finalise the concept.

The Blue Ocean theory, developed by the Harvard professors W. Chan Kim and Renée Mauborgne, and which gave rise to one of the most celebrated bestsellers in business management literature, encourages companies to find an untapped competitive space – “blue ocean” – allowing them to avoid undifferentiated, price-based competition, thereby achieving higher levels of profitability. The most emblematic example of the application of this principle is the world-famous “Cirque du Soleil”, which created a showbusiness concept that combines components of a circus, a ballet show and a Broadway show, and that still has no real competitors.

According to Filipe Santiago, the managing partner of BlueShift Consulting, “the Disruptive Hotel Concept Design comes in response to the realisation that most hotel investors do not invest enough in the conceptual development of their units, creating undifferentiated products and that, in the long term, are condemned to compete on price. ” “We are often presented with great architectural and interior design projects, but we lack a clear definition of the target and an identification of the factors that will make that experience unique. That may not be a problem in the current phase of market growth, but it will certainly affect the asset’s profitability from a 30-year investment perspective.”

The “Disruptive Hotel Concept Design” has already been successfully applied to two of the consultancy’s clients. The first was a greenfield project on land with unique characteristics in location and nature, but with important environmental constraints. The other was a leading group in the wine sector for which a strategic plan was developed covering initiatives in the areas of hotel, catering, culture and leisure.

Original Story: Jornal Econômico – Sónia Bexiga

Photo: Sony DSC

Translation: Richard Turner