This success story consisted of the development of Alua’s brand identity that coherently reflected the chain’s attributes and its characteristic concept of hospitality.
Alua Hotels & Resorts
Alua is a young hotel chain with a vocation for the acquisition and management of hotel establishments. With the intention of focusing on the Spanish holiday market, it concentrates its activities on the Balearic and Canary Islands and the Mediterranean Coast.
The chain offers modern, unique and fun beachfront vacations. It creates welcoming atmospheres by refurbishing hotels and repositioning them in the market. It designs, in a flexible way, a customized solution for each hotel and differentiates itself in each of the markets in which it is present.
Aware of the expectations of its customers, Alua works on innovation and implementation of tools and resources necessary to know their preferences and needs and keep up with the best practices in customer service to strengthen its reputation and positioning in the market.
The tourism sector is currently undergoing an important change: the change in consumer behavior due to the boom of the Internet and the saturation of companies in the tourism market. Faced with the wide range of hospitality establishments, consumers go to the Internet to research each hotel chainthat may fit their needs. Customers are no longer interested only in prices or hotel location, they want to find the experiences that match their interests, which poses a new challenge for hotels: differentiating themselves even more among the competition.
The first impression of an establishment’s differentiation reaches customers through the hotel brand. Consumers are exposed to a multitude of tourism brands, and each of these brands generates diverse feelings and thoughts that help them build the image of each establishment, and opt for one or the other depending on their identification with the company’s values. That is why it is essential to develop a brand that conveys the intangible values of the hotel chain in a clear and coherent way and through adequate communication. If you want to create a positive bond with the customer from the first moment, the message of the hotel must reach consumers without distortions.
Alua Hotels & Resorts is a young hotel chain, but with a team with more than 20 years of experience in the hotel sector. Its team, therefore, has values based on the management experience of its founders. With a team of professionals who know the needs of the tourism market and solid values, it is essential that the chain has a brand that transmits all the experience behind its name, as this is its most powerful differentiator. The challenge for Alua Hotels & Resorts was, then, to build a solid and coherent brand that would represent its characteristic vision of hospitality and all its attributes, and that would be transmitted homogeneously through all the channels through which Alua Hotels communicates with consumers.
The brand is the Consumer Communication.
Recursos gráficos que transmiten los valores de Alua
Una de nuestras soluciones fue la creación de un símbolo, que representa las fases de la luna, y cuya función consiste en acompañar los títulos y textos destacados. El segundo recurso gráfico propuesto fue una selección de tramas para su uso en fondos. Estas tramas representan los elementos naturales visibles en la noche: el mar, las estrellas y la luna. De esta manera, las tramas refuerzan la idea que da origen a la marca y a su imagen.
Graphic resources that convey Alua’s values
One of our solutions was the creation of a symbol, representing the phases of the moon, whose function is to accompany the highlighted titles and texts. The second graphic resource proposed was a selection of patterns for use in backgrounds. These patterns represent the natural elements visible at night: the sea, the stars and the moon. In this way, the wefts reinforce the idea that gives rise to the brand and its image.