The Royal Regency Hotel wanted to reposition its property to better compete with the new hotels coming into the changing landscape of Yonkers. With a multi-million dollar renovation underway, the hotel needed a brand transformation to elevate every guest and employee touchpoint.
The family-owned hotel is now commanding increased room and events revenue and enjoying a new reputation within the community.
There were several challenges. First, we needed to bring together three distinct identities and websites for the hotel, catering business, and restaurant/lounge. Second, we needed to keep the hotel’s original name yet overcome its reputation as a place that had hosted some unsavory business and characters in the past. And lastly, we needed to inspire the existing staff to operationalize the brand moving forward.
We created a usable brand that brought together Greek hospitality and American ingenuity, and developed a fresh design system to reflect its new boutique interiors. Through some tongue-in-cheek messaging, we were even able to turn the hotel’s past into an asset, speaking authentically to long-time locals.