From THSA to Hotel Advisors Global.
A new brand built on confidence.
Hotel Advisors Global already had the experience.
Decades of it, across hotel ownership, operations, investment, development and asset management.
What they needed was a brand that made the value of that experience immediately clear.
Having worked with THSA, the existing name, for a number of years, we knew the business well. But this project gave us the opportunity to go deeper: to challenge how the business was positioned, understand what clients really valued, and build a new brand around who they had become.
The result?
Hotel Advisors Global.
A new name. A new positioning. A new visual identity.
And a brand built around the outcome clients are really looking for when the decisions are big:
Confidence. Backed by unmatched experience.
Leadership interviews
We started with the people who
know the business best.
In-depth conversations with the
leadership team helped us uncover what
clients really come to them for, what makes
their approach different and where they wanted
to take the business next.
Competitor analysis
Hotel advisory is a crowded market,
with plenty of businesses talking
about expertise, experience and
commercial knowledge.
We reviewed the competitive landscape to identify where
Hotel Advisors Global could genuinely own a different position.
A new name and positioning
THSA had evolved, and its name
no longer told the full story.
Together, we landed on Hotel Advisors Global:
clear words that immediately communicate what
they do and the market they operate in.
More importantly, we shifted the positioning from
what the business does to what clients get:
Confidence.
Tagline and messaging
We developed the core brand proposition:
Confidence.
Backed by unmatched experience.
From there, we built a messaging framework around independent advice, commercial thinking, clarity
and the ability to protect, create and grow
hotel asset value.
Moodboards + brand development
This allowed us to define how confidence,
experience and independence should actually feel
visually, before developing the new identity.
The result is sophisticated and assured without
becoming overly corporate.
The brand device is a hand drawn make reflective of the HA that has been refined and digitised to become a seamless design supporting the business name.
One brand. Everywhere.
The new positioning and identity were then
rolled out across the places clients
actually experience the brand.
Brand guidelines, business cards, email signatures,
LinkedIn, advertising, capability material,
creative assets and a new website.
One clear, consistent brand from first impression onwards.
About
Hotel Advisors Global
The business has managed the full spectrum of advisory projects for hotel owners, investors and government across the hotel, hospitality and tourism sectors, working with clients to:
- identify stabilised, income-producing assets with genuine upside
- research the potential of a proposed development through the lens of market demand among numerous factors particular to that site
- benchmark performance using metrics that matter: RevPAR uplift, trading resilience and market-specific demand drivers
- import and export users and customers
- position and de-risk their assets to attract international capital and premium buyer interest where required
- unlock value-add and conversion opportunities where appropriate in a limited-supply environment
- optimise operational procedures and practices to help extract above-market ROI
The Challenge
Hotel Advisors Global operates in a market where almost everyone claims experience, expertise, commercial knowledge and trusted advice.
So simply saying “we’re experienced” wasn’t going to be enough.
We needed to work out why that experience mattered to a hotel owner or investor.
The answer wasn’t more advice.
It was greater confidence in the decisions they were making.
That became the opportunity for the new brand: to position Hotel Advisors Global as the experienced, independent voice hotel owners can turn to when the decisions really matter.
The brand needed to communicate authority without noise, expertise without jargon, and confidence without feeling corporate.
Our Strategic Approach
Start by listening
Before creating anything, we interviewed the leadership team to understand the business from the inside out.
Not just what they do, but why clients choose them, what clients value, where the business was heading and what they wanted the new brand to stand for.
Understand the market
We analysed key competitors across hotel advisory, asset management and consulting. We looked at positioning, messaging, visual identity, services and the claims being made across the market. That helped us identify an important gap. Lots of businesses were selling advice.
Hotel Advisors Global could own the confidence that comes from getting the right advice.
Define the position
That insight became the foundation for the brand.
Hotel Advisors Global isn’t there to add another opinion to the room. They’re there to bring independent thinking, deep hotel experience and commercial clarity to complex decisions.
We distilled that into: Confidence. Backed by unmatched experience.
And supported it with messaging around three commercial outcomes:
Protect. Create. Grow.
Protect asset value.
Create new opportunities for value.
Grow long-term investment performance.
Find the right name
The move from THSA to Hotel Advisors Global was deliberately straightforward.
Rather than creating something abstract, the new name says exactly what the business is and signals the breadth of its expertise and market.
Clear. Confident. Easy to understand.
Build the visual direction
We developed moodboards to explore different creative territories before moving into identity development.
From typography and colour through to imagery, graphic devices and overall brand feel, every decision was considered against the positioning.
Does this feel experienced?
Does it feel independent?
Does it create confidence?
From there, we developed the new identity and complete visual brand system.
Make it usable
A brand only works when it works everywhere.
So we created the practical toolkit Hotel Advisors Global needed to roll the brand out consistently, including:
• Brand strategy and positioning
• Naming
• Tagline and messaging
• Brand identity
• Brand guidelines
• Business cards
• Email signatures
• LinkedIn banners
• Press advertising
• Capability and marketing assets
• Photography and logo libraries
• Website
The Big Win
The big win wasn’t the new logo.
Or even the new name.
It was getting absolute clarity around what Hotel Advisors Global is really selling.
Because clients aren’t looking for another consultant to give them more information.
They’re making significant decisions about valuable hotel assets.
They want to know they’re making the right call.
So while plenty of advisors can provide recommendations, Hotel Advisors Global provides something more valuable:
Confidence.
Confidence that comes from independent thinking.
Confidence that comes from decades of hands-on hotel experience.
Confidence that someone commercially minded is in their corner.
And confidence that when the decision matters, they have the right experience behind them.
That’s what the new brand needed to say.
Now it does.
On the fence? There’s no harm in a chat.
Most people wait to reach out to a branding agency or fractional CMO when they have the perfect idea or moodboard. You don’t need any of that.
If you’ve even had the thought your branding isn’t right or working for you, we can chat and make it work. It all starts with a free, no-pressure chat.
Drop us a message or give us a call and we’ll go from there at your pace.
