Mauna Lani Resort
was caught in the sea of seasonal promotions that created a negatively-spiraling, price-driven perception. GRM repositioned the brand by taking advantage of a natural and historical perspective: the resort resided on the land that served as the retreat of ancient kings. I mean, it can’t get much more authentic Hawaii than that. By connecting the heritage of ancient kings to the brand experience, Mauna Lani ignited the passion of seasoned, upscale travelers.
The result: 5 straight years of increasing ADR, occupancy rates and overall sales. People will pay for an authentic experience that is correctly woven through branding.