Aurelio, Lech, Austria
The Background
Lech is an exclusive resort nestling between the Austrian provinces of Tyrol and Vorarlberg, one of Europe’s best skiing regions. The original Aurelio Hotel was a traditional three star hotel, acquired in 2007 by Basic Element on behalf of The Gost Group who were investing several million Euro into the renovation and redesign to create a new luxury 5* winter-sports and spa hotel.
The Brief
Inn-telligence Ltd were initially appointed assist with practical aspects of the design process and to manage the brand development processes. The brief was subsequently widened to include the development of the core collateral, sales kits, marketing materials, web design, and establishment and launch and UK Sales and PR representation.
The Aurelio
The development is a five star luxury boutique hotel offering a “private house” atmosphere located in the centre of the village, offering door to door skiing. The “Alpine Chic” Aurelio now offers 19 individually designed mountain-view bedrooms and suites with facilities including Aurelio’s fine dining restaurant, the Licca Lounge, a South facing sun terrace and Wellness Spa & Ski showroom.
Guest Profile
Guests were, and continue to be, the privileged Europeans; the hi-net worth private individuals and The A-list celebrities who are “cash rich, time poor” and who seek the ultimate “low-key, high-status” residence for their winter holiday. The exclusive villa rental option is popular with the high-end corporate incentive market also. The winter sports clientele to Lech were mainly from Germany, Austria, France, Switzerland, Netherlands and UK.
Sales and Marketing Objectives
To target the luxury markets in the Euro zone to identify new business opportunities via high-end Travel Agents, specialist Tour Operators, key Incentive Houses, Concierge Companies and Lifestyle Management companies; working closely with the local tourist board selling the destination as well as the hotel.
Joint marketing opportunities wi the above plus private clubs and finance houses were researched and implemented including Virtuoso and The Crown Luxury Collection. Membership-based marketing partnerships via regional offices included Quintessentially, The Porsche Club, A Small World, Centurion and Harrods; giving Aurelio the correct profile and exposure to Europe’s uber-rich clientele.
PR
Cut Communications were appointed to develop the PR Campaign Strategy including private press trips.
Achievements
Aurelio’s target in their first year was to achieve a minimum of 56% occupancy, generated from the free market without any agreement for guaranteed occupancy. They achieved 58%.