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QUO brands the Steigenberger Hotel Group’s revolutionary new experience hotel concept: Jaz in the City
Steigenberger Hotel Group, the Frankfurt-based hospitality group, chose Bangkok-based agency QUO to help them create a distinctive new experience-led hotel brand. The result is the recently announced Jaz in the City – a fresh and funky hospitality experience that will see its first hotel opening in Amsterdam in September 2015.
Jaz in the City marks a new evolution in experience-led brands. Led by a strategy that delves deeply into what today’s global travellers desire from their hospitality experiences, QUO conceived a brand that acts like the home of a stylish local friend. Not only does it know the city’s hottest spots, it cooks a great meal, has a fantastic collection of music and art, and speaks to the guest on a personal level.
“We have reached a tipping point in the hospitality industry,” said QUO CEO David Keen. “This generation of guests demands much more than a nice bed in a familiar room. They want an emotional experience; they want to truly interact with a place and its people; they want a hotel that connects with them, that they love. Jaz in the City is the brand built for today’s explorer.”
Guided by Steigenberger’s tradition of excellence, QUO crafted a multi-faceted guest experience for Jaz in the City that is designed to appeal to visitors and locals alike. Seeking to create unique urban experiences that stimulate all the senses, the cultural hubs feature innovative programmes of music, art and cuisine, along with a vibrant visual identity and sophisticated yet sassy tone of voice. The result is much more than a hotel; it’s a vibe.
“Steigenberger is extremely excited about our dynamic new concept,” says Puneet Chhatwal, CEO of Steigenberger Hotel Group. “We are confident that its blend of local creativity and high service standards will resonate with the travellers of today, and tomorrow.”
In addition to the on-property experience, QUO is bringing the brand to life through innovative videos, advertising campaigns, social media channels and a website.
The stylish and spontaneous urban experience will open its first location in Amsterdam in September 2015 and will then expand to 15 more locations across Europe, the Middle East and Asia over the next five years.
For a sneak peek, visit www.jaz-hotel.com.
