Changing the conversation. The idea of a dry hotel can be off-putting for many business and leisure travellers, so the repositioning of this hotel group focussed on good times delivered through the genuine warmth and upbeat energy of its people. At key touchpoints along the customer journey, the personable essence of the brand was brought to life with the “I’M” device – I’M your bag, I’M reserved, I’M here for you, and so on. Since rebranding the group achieved a net operating profit of over 40% from its hotels, a figure normally only seen in five-star hotels serving alcohol.