Next Hotels

Brand Identity

Reposition Next Hotels as the ‘next gen’ in business travel across Australia and Asia.

With the intent to roll-out Next Hotels as the ‘next gen’ in business travel across Australia and Asia, the brand owners, Next Story Group, required a brand strategy and implementation tool to accompany their ambitions.

“Think Next Hotels, and you get the most enviable name in business travel. Through unravelling and deconstructing the guest journey to its simplest form, the Next brand embraces both time and technology. Adding the latest tech to the guest experience is not enough. Next blends the best aspects of new, relevant technologies with friendly, efficient service to delight every guest.”

“What if there was a hotel that was designed specifically from concept to execution around the present and future needs and wants of the modern business traveller by business travellers? What if there was a hotel that really appreciated the value of your time and designed its space, technology and service around the idea of optimising the time of your day and the comfort of your stay? What if there was a hotel that was flexible, innovative and constantly evolving with the pace of change in technology, consumer demand and travelling trends. Not a slave to what is vogue and a fashion follower but a hospitality Innovator? That hotel is here and now – It is Next Hotels®.”

Credits

Brand strategy
Colin Anderson

Creative direction
Chew Kok Hsiung
Colin Anderson

Brand design
JY Foo

Project management
Colin Anderson

Consultation
Florian Lüthi
Paul Emmerson

"Next brand embraces both time and technology. Adding tech to guest experiences is not enough - we blend new, relevant technologies with friendly, efficient service to delight every guest."

BRIEF
To meet the changing needs of the millennial traveller — Next brand needed to reflect a new kind of experience where digital wasn’t an after-thought; but became an integral element of the guest journey. Starting from checking in — without a reception counter or counter staff … opening the room with a digital watch … to all the in-room amenities operated using your phone.

RESPONSE
The response to this challenge was to develop a simple communications approach that reflected how millennial guests could see that Next brand was in-tune with their changing needs; from work to rest to play; from simply wanting time alone to being among the likeminded. We started thinking about it as if we were “Tyler Brule ” the iconic journalist … where style, entrepreneurism, and innovation co-exist.

"Through unravelling and deconstructing the guest journey to its simplest form, the Next brand embraces both technology and convenience."