“Through unravelling and deconstructing the guest journey to its simplest form, the Next brand embraces both time and technology.”
To meet the changing needs of the millennial traveller — Next brand needed to reflect a new kind of experience where digital wasn’t an after-thought; but became an integral element of the guest journey. Starting from checking in — without a reception counter or counter staff … opening the room with a digital watch … to all the in-room amenities operated using your phone.
The response to this challenge was to develop a simple communications approach that reflected how millennial guests could see that Next brand was in-tune with their changing needs; from work to rest to play; from simply wanting time alone to being among the likeminded. We started thinking about it, as if we were “Tyler Brule ” the iconic journalist … where style, entrepreneurism and innovation co-exist.