Magnolia Hotels, a boutique hotel chain with six properties in five distinct markets across the country, needed to differentiate itself from the growing number of boutique properties that were popping up in the cities in which Magnolia Hotels had a presence. The Denver-based hospitality company approached Commit Agency in the fall of 2015 with this charge, and Commit engaged Magnolia Hotels in the agency’s brand definition process.
The result? A newly redefined brand that leverages its unique and independent selling proposition and aligns each property with the master brand while also establishing localized personalities. The tagline “Pure Hospitality” was established after Commit defined specific guest touchpoints and experiences that evoke a feeling of homecoming and comfort so that guests feel welcome and cared for. The brand’s pillars of Urban Insider, Instinctual Service and Unconventionally Genuine were established to guide all marketing efforts, communications and hiring decisions.
Commit then identified the various service touchpoints guests experience (including both online and physical experiences) and developed an experience design platform that supports the unique brand. Every guest touchpoint was woven together with a cohesive story that guests cannot only see, but feel and experience—creating unforgettable moments Magnolia guests can’t wait to share.
One critical guest touchpoint was the Magnolia Hotels website, which had been built in a CMS that was difficult to navigate. With the new brand defined, Commit built a website that reflected the updated brand direction with refreshed imagery and property-specific pages that give prospective guests insights into what a stay at Magnolia Hotels looks like. The site also incorporated a simple CMS that updates content across all screens. In the first seven months since the new site’s launch, organic Traffic was up 12%, new users increased 24%, social traffic to the website rose 81% and revenue grew by more than 27% compared to the previous period.
Furthering Magnolia’s brand story, Commit worked with Magnolia to help guests and key influencers amplify the brand’s voice on social channels, expanding the reach of its brand story within organic and credible environments. To elicit the kind of reaction that improves overall performance and engagement, Commit developed a strategy that prioritizes user-generated content by telling the story behind each image. As part of this, a specific hashtag schema was developed to tap into conversations and influencers who were talking about the same kinds of things and would be receptive to this content. From weddings to artistic shots in and around each property, each image highlights something different that makes each property so special. In the first year Commit took over Magnolia Hotels’ social media management, the brand accrued more than 29,000 new followers across Facebook, Twitter and Instagram, resulting in a 780% increase in engagement and more than 17.5 million impressions.