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Global strategic plan for Relais & Châteaux

Success story

Global strategic plan for Relais & Châteaux

Service Area: Advisory Services
Capabilitiess: Strategic plan, Business model, Organisation restructuring
Client: Relais & Châteaux
Location: Worldwide

Relais & Châteaux is the world's largest luxury hotel association. The majority of its hotels are located in breathtaking buildings and cultural heritage sites such as castles and monasteries. It accounts for around 500 premises in over 40 cities and its restaurants have a total of 350 Michelin stars.

Relais & ChateauxThe initial phase of THR's project consisted of establishing strategic approaches for the activities of the Association, thus proposing a significant organisational restructuring. Furthermore, the foundations were laid for a defined marketing strategy, objectives and actions to carry out as well as the redefinition of a franchise business model.

The main tasks in this first part of the project were:

  • Defining goals and marketing strategies.
  • Elaborating 132 surveys to clients of 10 Relais & Châteaux hotels in France, 10 in Germany and 10 in the USA (surveys answered at check-in or check-out).
  • Developing a new business model
  • Elaborating an action plan.
  • Elaborating the balanced scorecard and the strategy map.

The new management team had a clear guide of priorities and a path to follow to strengthen the success of this reference hotel association.

The 6 goals which allow to achieve this vision

Relais & Chateaux Vision
Source: THR

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