Corinthia Hotels, a family-owned hospitality group, has embarked on an exciting phase of international expansion. Between 2024 and 2025, eight new, ultra-luxury properties will open in prestigious locations, including New York, Rome, Brussels and the Maldives. In preparation for this next phase of its development, the company recognised its need for a comprehensive brand transformation and enlisted Luxury Partners to lead the initiative.

Our mission was threefold: elevate Corinthia’s market positioning, ensure a consistently differentiated guest experience across its growing global portfolio, and establish a unified quality standard of marketing and communications to underpin the group’s promising future.

Our research into the evolving luxury travel landscape revealed a growing demand for uplifting, enriching and caring experiences—a trend intensified by recent global turbulence. A critical insight emerged: affluent millennials, now ready to transition from lifestyle hotels to true luxury, seek experiences that retain the energy and innovation they value while blending this with personalised care and attention. This presented a unique opportunity for Corinthia.

To capture the imaginations of this emerging market, we developed Corinthia’s new brand positioning: ‘Grand Boutique’. This concept targets a community we describe in terms of Richard Florida’s ‘Creative Class’—discerning professionals seeking ‘Refined Stimulation’. Grand Boutique combines a grand hotel’s physical elegance with a boutique operator’s vibrant personality, creating a distinctive character that sets Corinthia apart from traditional luxury and trendy lifestyle brands.

Building on the new positioning, we articulated Corinthia’s brand promise: to deliver ‘Properly Inventive’ hospitality. This approach combines genuine comfort and care with creative, characterful touches that captivate and inspire the Corinthia community.

We created a comprehensive, beautifully designed hardback brand book to encapsulate this strategic work. This guide crystallises Corinthia’s new global positioning and provides a clear vision by which to steer the group’s international expansion.