Market test repositioning hotel for Wincasa & Swiss Prime Site

How can a hotel be positioned in a business park in Basel to provide a unique offering for the region?

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We created two very different concepts and collected feedback in a double market test. At innohack, we love extremes, as these lead to polarizing answers and thus a clear positioning can be developed.

One concept is aimed at professionals who want to find a home away from home for their next work trip. The concept includes a balanced mix of cozy common areas, work facilities and quiet rooms for relaxation.

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The second concept explores the area of fitness and health within a hotel or long-stay offer. The Towel & Shake Bar is the starting and return point before and after sporting activities that take place around Stücki. Services such as a regular laundry service, a healthy minibar or sports equipment in the rooms support the main goal of staying fit and healthy in Basel.

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Stéphanie Brack is Head of Mixed-Use Site Management at Wincasa in Basel. Together with the owners and the team, she combined the ideas from both concepts to create an innovative operating concept that is in tune with the times. Shortly afterwards, a suitable tenant was found to take over the hotel. After a short renovation phase, the hotel in Stücki Park will reopen with a new look in spring 2022.

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In this experiment sequence, we wanted to test the offer with online ads and a landing page. Together with Wincasa and Swiss Prime Site, we developed two positionings for the hotel. We created visualizations, copywriting, branding and two websites. These were fueled with ads to gain as much real customer feedback as possible. Wincasa was thus able to minimize the risk. The hotel is about to undergo a realignment, which is associated with high investment costs. With two virtual hotels, they were able to test the offer, the services, the price and the look for their desirability before investing in an expensive renovation.

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Project overview:
1st Ideation Workshop

2. positioning, brand design, copywriting and interior design visualizations

3. create website per brand

4. set up ad campaign and survey

5. conduct customer interviews

6. data analysis and recommendations for the live market report

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"With an entertaining sprint, we were able to test two extremely different hotel positionings, which innohack got right to the point in terms of both content and visuals. The results helped us to decide on the future direction.

Stéphanie Brack - Head of Mixed-Use Site Management Basel at Wincasa

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As a leading integrated real estate service provider, Wincasa is represented throughout Switzerland with 31 locations and around 1,000 employees in every region.