The initial situation
When the aim is to acquire new partner hotels around the world
The WorldHotels AG network comprises over 350 of the world’s leading independent luxury hotels.
At international tourism and industry trade fairs, the company uses its presence to:
• acquire new franchise and partner hotels
• foster closer ties between existing partners and the brand
• strengthen the brand’s international presence
The challenge lay in making the exclusive character of the WorldHotels brand visible from a distance—while simultaneously creating a platform for discussions with potential partner hotels.
The target audience
When the goal is to reach decision-makers in the international hotel industry
The trade fair appearances targeted decision-makers in the international hotel industry, including:
• Owners of independent luxury hotels
• Operators of high-end boutique hotels
• Hotel developers and investors
• International distribution partners
This target group actively seeks strong brand partnerships that help them position their hotels internationally and reach new guest segments.
The trade fair stand therefore had to clearly convey:
Why a partnership with WorldHotels represents a unique opportunity.
The communication idea
When trade fair visitors immerse themselves in the world of luxury hotels
The central idea behind the trade fair concept was to immerse visitors in the world of international luxury hospitality the moment they stepped onto the stand.
The stand was intended not merely to convey information, but to evoke a specific feeling:
exclusivity, elegance, and international diversity.
To this end, the stand was deliberately designed so that visitors could intuitively grasp that the WorldHotels brand represents a global network of exceptional hotels.
The stand solution
When an international hotel world takes shape on 100 square meters
A trade fair stand was created within a relatively compact footprint of around 100 square meters that impressively conveyed the aspirations and international presence of the WorldHotels brand.
A defining design element consisted of 4.5-meter-high slatted room dividers, symbolizing the global latitudes of the partner hotels.
This architectural structure not only gave the stand a strong visual presence but also guided visitor flow and created an atmosphere that underscored the brand’s exclusive character.
The stand concept was deployed at leading international trade fairs for the tourism and events industries, including:
• ITB Berlin
• IMEX Frankfurt
• IBTM Barcelona
• ILTM Cannes
• The Meetings Show London
The concept impressed not only visitors but also the event organizers:
At ITB Berlin, the stand was honored with the Best Exhibitor Award.
The result
When trade fair appearances generate measurable sales success
WorldHotels AG was able to secure several new franchise agreements as early as the first trade fair at ITB Berlin.
The international network of partner hotels continued to grow with each subsequent trade fair.
Overall, these trade fair appearances led to a 160% increase in sales results.
Building on this success, WorldHotels AG decided to enter into a multi-year partnership with the Gesink trade fair and advertising agency.
