21c Museum Hotels: A company breaking branding and product conventions

Abstract

This case study of 21c Museum Hotels introduces a new concept in hotel branding, that of combining three strong elements not formerly developed by boutique hotels: a first class restaurant, an art museum with large gallery spaces, and a deluxe hotel. The case discusses how the owners have branded this unconventional business, their differentiation strategies, their engagement with local communities, and how they have used a wide variety of marketing communication methods to engage potential customers. In addition, the article discusses challenges for the business.