6. A case of real blue skies thinking

9. Case 2 - Dorchester Collection

18. Positioning territories Landmarks Quintessentially English Spirit of the City Classic with a modern twist Stellar reputations Service Grand palaces Criteria Motivating & True Deliverable & Futureproof Cross-group attributes & values Collection of masterpieces

19. Positioning territories Landmarks Quintessentially English Spirit of the City Classic with a modern twist Stellar reputations Service Grand palaces Criteria Motivating & True Deliverable & Futureproof Cross-group attributes & values Collection of masterpieces

20. Cross-group attributes & values

21. Group attributes & values The Dorchester Prestigious Traditional Grand Location Homely The Beverly Hills Hotel Prestigious Glamourous Grand Luxury Homely Hôtel Plaza Athénée Prestigious Traditional Modern Dynamic Homely Hôtel Meurice Prestigious Traditional Gracious French Homely Principe di Savoia Prestigious Traditional Grand Style Homely Service Warm Friendly Extraordinary

22. Group attributes & values The Dorchester Prestigious Traditional Grand Location Homely The Beverly Hills Hotel Prestigious Glamourous Grand Luxury Homely Hôtel Plaza Athénée Prestigious Traditional Modern Dynamic Homely Hôtel Meurice Prestigious Traditional Gracious French Homely Principe di Savoia Prestigious Traditional Grand Style Homely Service Warm Friendly Extraordinary

23. Homely Brand essence: attributes & values Prestigious

24. Brand essence: attributes Prestigious Attributes (Hardware ) Prime Locations Individual Character Magnificent Interiors Outstanding Facilities Spirit of the Place Contemporary Heritage Unique & distinctive properties Impressive and sensitive design Famous suites Deluxe bathrooms Destination restaurants and bars Branded spas Distinguished city addresses Premium resort settings Blend of traditional and modern Accents of local culture and colour

25. Brand essence: values Homely Values (Software ) Welcome Home Real People Generous Service Luxurious Experience Local Flavour Individual Attention Where our guests feel they belong Genuine management and staff Indulgent, passionate and efficient Sumptuous and lavish ambience A true taste of where I am Meeting each guest’s every need

26. Prestigious Attributes (Hardware ) Prime Locations Individual Character Magnificent Interiors Outstanding Facilities Spirit of the Place Contemporary Heritage Homely Values (Software ) Welcome Home Real People Generous Service Luxurious Experience Local Flavour Individual Attention

27. Dorchester Collection