Finding Your Brand Position.
By Josiah Mackenzie
Wednesday, 1st September 2010
How Fierro Hotel is standing out in the crowded Buenos Aires design hotel market - A case study.

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.

Please follow the link below to read the entire article in a new window:


About the author
This blog is written by Josiah Mackenzie, who enjoys exploring the relationship between emerging technology and the hospitality industry.

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