The evolution of a hotel motto . . .
Posted June 9, 2011
When the St. Regis Hotel reopened after an $11 million renovation, the motto that was chosen for the reborn hotel was “just enough hotel, at just the right price, in just the most perfect location.” It was meant to capture the guiding principle of offering guests a rate which included important amenities like breakfast, internet and business centre access but with streamlined service that catered to self-sufficient travellers who didn’t need to be guided at every turn.
The “perfect location” was obvious: just a few blocks from the Financial District, historic Gastown, Vancouver’s theatres and stadiums and a block from the nearest Canada Line Station, the St. Regis Hotel offered easy access to every Vancouver amenity and by Canada Line to Vancouver International Airport.
Since the reopening, the St. Regis Hotel team has constantly sought to grow the list of inclusions whenever there was an opportunity to add something practical and of genuine benefit to our guests. This has included free North American long distance calls, then free Worldwide calls, the move from a self-service included breakfast to complimentary table service breakfast for a better morning experience, an upgrade from generic complimentary bottled water to complimentary FIJI bottled water, and more.
A few months ago, at one of our weekly marketing meetings, our PR person asked “what do you think of our slogan? Does it really work anymore?” and everyone agreed that our hotel had surged well past being “just enough” a long time ago and a new slogan needed to speak to our industry-leading range of complimentary inclusions and amenities. And so, the thinking hats went and we began the search for a new slogan.
In the end, the first new idea suggested was the winner. “More than you expect, everything you deserve” speaks both to the pleasant surprise of our guests when they realize they’re not going to be charged when they log onto the internet, when they pick up the phone, when they open the bottled water in the room or when they finish their fresh-cooked breakfast. It also contains our commitment to offering our guests the best possible service while actively seeking ways that we can continue to develop our services and amenities. We also hope that the new slogan will inspire our staff; isn’t it more motivating to be “more than you expect” than “just enough”?
So after over two and a half years, we proudly move forward with a new slogan which better captures the spirit and work which has made the St. Regis Hotel one of Vancouver’s best-loved and best-reviewed places to stay.
“More than you expect, everything you deserve”
Please drop a line to firstname.lastname@example.org and let us know what you think.