Raffles

Extending an icon

Raffles Hotel in Singapore is one of the world’s iconic hotels. The brand had been extended from its Singapore origins to include hotels in seven other locations and further expansion was planned. However, without a clear definition, the brand was in danger of being diluted.

Radda led the process of identifying what made Raffles special. Workshops, interviews and historical research helped us to understand Raffles. We involved staff and guests, we consulted luxury travel writers and commentators, we studied the latest research, and we commissioned our own.

We developed a compelling but simple definition. Raffles is an oasis for the well travelled – not for everyone, but for those who love the authentic and the individual. It is delivered by a focus on the emotional rather than the physical aspects of the experience – something we termed “emotional luxury”.

We worked with Raffles to ensure that the definition made a material difference to the operations of the hotel. We developed staff induction and training materials. We identified signatures that could be common to all Raffles hotels. We created advertising and communications materials. We helped to bring new hotels into the fold. It’s a testament to the strength of the brand that almost 10 years later it is as relevant as ever.