The Client

Client, S.V.P. Strategy and Analysis: “Working with Glass Box was a seamless process; it was like they became a part of our team. The insights we gained from the work we did with Glass Box are now ingrained in every level and every function of our business, and we look forward to continuing to work with them in the future.”

The Question

Who are the ideal targets for each of the client’s branded hotels?

The Solution

  • Discovered the fundamental human motivations guiding people’s hotel choices
  • Segmented people’s hotel visits to describe the various roles that the client’s brands fulfill today or could fulfill tomorrow
  • Flexible enough to accommodate cultural variations between countries

The Results

  • Differentiating the client’s brands to be unique in the marketplace
  • Maximizing profitability across brands while minimizing cannibalization between brands
  • Illuminating fertile areas for innovation