Case study on a brand's downfall from @the.ryanexperience
The creator presents a historical case study on the W Hotels brand, starting with its innovative launch in the 1990s as a 'cool' disruptor to the bland hotel industry. He explains the brand's initial success in capturing the boutique hotel vibe with corporate backing, then details its decline due to aggressive scaling by Marriott, which diluted its core identity. The creator critiques specific failures in customer experience, such as poor lighting and inconsistent service, ultimately concluding that the attempt to mass-produce 'cool' led to an inauthentic brand that lost its target audience.
Creator: @the.ryanexperience on Instagram
Transcript
This used to be one of the coolest hotel brands on Earth. So what the hell happened? In 1998, the hospitality industry was a monolith of beige. Brands like the Marriott, Sheridan, and the Hilton were very predictable. Luxury at the time was defined by a very stifling aesthetic. Heavy drapes, hushed voices, and zero pulse. The customer journey was frictionless, sure, but it was devoid of any emotional resonance. In other words, it was boring. Then came this man, Barry Sternlicht. He launched the
Topics: Brand Strategy, Business, Travel, Brand Marketing
222,383 views