Continental Hotels
Adina Marculescu
Director Sales & Marketing
What does it mean to build a brand in the hotel industry?
For us, at Continental Hotels, operating over 30 years, the brand is a philosophy. Because when we talk about service, we talk about the experience guests have at the holte, an experience that comes from the product itself, but a large part of this experience is due to the people. People make the difference in terms of guest experience. So, it’s a philosophy in wich we believe and share further with our guests.
Why did you resort to rebranding?
The reason we resorted to rebranding is te pandemic. Post-pandemic, customer behavior has changed. Patience is much shorter, expectations are different and so we felt the need for an evaluation of ourselves and for advice, assistance in adapting to the new trends.
How did you choose the branding agency?
We chose to work with INOVEO because of the people at INOVEO whom we love, who managed to reach our hearts and who have tools that are very good at scanning people and managing to convey the values, mission and vision of the company.
How did the INOVEO methodology help you?
The methodology helped by interpreting very well what we fell. In our case, there were five interviews initially with top managemnet and company owners, from which INOVEO managed to extract the long-term vision of the company, succeeded in putting into words what we live and experience day by day, and the values in wich we believe.
What were your expectations from the branding agency?
We wanted them to understand our organizational culture, to understand who Contintinental is and who we want it to be in the future. And INOVEO responded exceptionally. They managed to extract the essence of the people who represent the company.
What do you remember from the branding process?
Each of us, among those who participated in the workshop, had to share some emotions we experienced throughout our careers at Continental. We discovered things about ourselves that we didn’t know. We learned about emotions that some of us experienced separately and hadn’t shared among ourselves and we remembered common experiences that we had lived through and that had united us.
What message do you have for entrepreneurs?
Enter this process with courage because it is useful and because they will discover things about their people that, at least from our experience, I am convinced they didn’t know because we also learned things about ourselves that were there but we didn’t see them.
What is the rebranding process?
It’s like an X-ray that reveals the entire living organism of the brand.