Bahía del Duque
Accompanying the transition of one of Europe's most awarded hotels as it moves into the future.
The project was born from the innovative character of the owners of the Bahía del Duque hotel, a hotel that marked a milestone in the luxury tourism sector in the Canary Islands, Leading Hotel of the World, and today a benchmark for quality and exclusivity in all Europe.
- Faithful to this innovative nature of improving the supervision, knowledge and control of the identity of the group's brands, TOTEM Branding has been summoned in actively supervising the identity of the group's brands through recommendations, contributing to the construction of the asset value being coherent, consistent and constant.
WHAT WE DID
The main objective of the consultancy was the coherent and consistent application of the identity. It was key that the group's brands were linked to the new positioning and to the equity strategy for the group.
- Ensure coherence in the strategy of the group's brands. Stimulate the thinking of all members of the team that has to carry it out, in all areas. Help better coordination and involvement of the different areas responsible for the project as a whole. Guide the Organization as a whole on the objectives, policies and strategies to be followed. Avoid improvised developments that do not meet the defined strategic planning. Contribute to greater participation and interrelation between those responsible for the project, especially useful when there are changes of scenery.
The co-creative work has led to Bahía del Duque being selected in the prestigious Condé Nast Traveler Readers' Choice Awards 2021 and a finalist in the prestigious Condé Nast Johansens Awards for Excellence 2022.
- We helped on the group brand's strategy, positioning, naming, innovation, customer journey, digitalization, brand evolution, among others.
Sara Morales Zamorano (Expansion & Mkt CIO - Compañia de las Islas Occidentales)
In 2015 began our exciting adventure with Andy and his team. At first, we thought he would be inaccessible since he is one of the best experts in Branding in the world, but nothing could be further from the truth since his closeness, humility and perseverance defined him from the very first moment. Thanks to TOTEM we discovered the true meaning of BRANDING in numerous projects, where we lived a real TRANSFORMATION. Special mention has his role in the repositioning of our chain The Tais Hotels and its flagship Hotel Bahía del Duque. Andy guided us in a process of analysis, creation and development of our new brand image, to reconnect with our essence and unite the online world with the offline. Thanks to TOTEM we were able to overcome many challenges where concepts such as leadership, talent, purpose, diversity, commitment and sustainability have become even more essential. For me Andy is a master in driving change, a great professional and a friend that we will continue to count on for future projects.