Creative Supply and Ecole hôtelière de Lausanne to release new Hotel Concept Handbook


Honouring a longstanding commitment to hospitality research and innovation, Creative Supply–a leading brand strategy consultancy based in Zurich–is excited to announce the release of its Hotel Concept Handbook.

Published in association with the prestigious Ecole hôtelière de Lausanne, the handbook is the ideal companion for aspiring and established hoteliers in need of a creative fix. The English version of the handbook is available for download here.

The Hotel Concept Handbook brings together the worlds of hotel design and hotel management through the lens of a transversal idea: the hotel concept. Moving beyond aesthetics or management, a hotel concept integrates all the constituent elements of hotel operation into a coherent and compelling narrative, making it a much easier sell for hotel stakeholders, from guests to investors.

The Hotel Concept Handbook is split into three parts. The first highlights some of the defining trends shaping the hospitality industry, and illustrates how they can affect or influence a hotel concept. The second part revolves squarely around the Hotel Concept Framework: what it is, how it works, and how it can be used to create or refine a winning hotel concept. The last part of the handbook is a practical application of the Hotel Concept Framework, taking the example of 5 successful hotel concepts and using the framework to break down their formula for success.

This new guide is made possible thanks to the collaboration between Creative Supply and Ecole hôtelière de Lausanne (EHL). EHL is a global leader in hospitality education and research, with an extensive network of partner institutions and companies. Meanwhile, Creative Supply has built a reputation as one of the most successful brand strategy specialists in Europe, and has demonstrated the strength of its Hotel Concept Framework with commissions from leading independent hoteliers and chain owners.

Youri Sawerschel, Founder of Creative Supply and EHL alumnus: “At a time where hoteliers are wondering whether they should also become retailers, neighbourhood cafes or art galleries, having a firm grip on what your concept is can help you go beyond the hype and concentrate your efforts and resources where they really matter. This handbook provides a framework and examples to help you achieve just that.”