Travel habits are changing. By the end of the next decade, millennials will have grown to be the largest segment of the travel market, and as we enter the Asian Century we can expect a higher percentage of international visitation to come from the Asian continent. These new audiences were raised on the internet and are inspired by the travel habits of social media personalities, which means they have distinct expectations for hospitality.
Taylor Construction approached Right Angle to help bring the understanding of the market to one of Australia’s most popular tourist destinations, the Blue Mountains. Having already partnered with Plus Architects to develop a design concept for a prominent Leura location, Taylor tasked us with identifying the highest and best use hotel opportunities for the site and connecting them with the people that could bring them to life.
Our Research and Place departments started this project with a set of international best-in-show hotel concepts, an in-depth analysis of the current Australian hotel market and a local character study of the mountain village of Leura, before identifying a string of potential owners for Taylor. Our Creative Department then set about describing the opportunity through a detailed prospectus document that championed the site, the Plus Architects design and the natural and community assets of its surrounds.
“The area currently attracts 4.7 million annual domestic and international visitors, and the Blue Mountains National Park is the most visited national park in the country. There’s healthy growth embedded in this figure, with a 6.9% increase over the past decade.”
– Hotel Leura Prospectus
The Blue Mountains
Research, Strategy, Branding, Creative Direction, Content