Award-winning research and concept development to reinvent the guest experience and double the margin per stay.


The Challenge

In a world of homogeneous hotel experiences, IHG, one of the world’s largest hotel groups, wanted to identify new innovation opportunities that would differentiate its brands, improve loyalty and increase margins.

Our Approach

Building a cross-disciplinary research, design, strategy and innovation team to explore emerging changes within and outside the hospitality sector worldwide, and create, develop, test and launch several new innovation platforms.

Outcomes and Impact

  • Award-winning research identified unique propositions.
  • Launch of patented new room design for Crowne Plaza.
  • Portfolio of design concepts for new hotel, hospitality and travel experiences.

MRS Presentation
Award winning research combining both ethnography and semiotics