Positioning | Guest Experience
Raffles Boston
Polly was tasked with defining the positioning and guest experience for Raffles’ first property in North America. Located in the heart of Boston’s historic Back Bay neighborhood, the property offers breathtaking views of the Charles River and the city skyline, and combines the timeless elegance of tradition with the vibrancy of local creativity.
“A Celebration of Boston’s Exceptional
Talent, Culture, and Character.”
Positioning Statement
This statement embodies the essence of Raffles Boston: a refined urban retreat that honors the city’s history while embracing its dynamic spirit. By showcasing Boston’s unique character through design, experiences, and service, the property allows guests to experience the “City of Notions” at its very finest.
Our Approach
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We immersed ourselves in Boston’s culture and landmarks to shape an authentic guest experience.
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We performed extensive market research, including on-site visits to key competitors, interviews with stakeholders, and desk research. Global luxury hospitality trends were analyzed to understand traveler expectations, while the interviews and desk research helped define precise target profiles.
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We facilitated a two-day workshop with the operational and brand teams to ensure alignment with Raffles’ DNA and cultural authenticity.
Deliverables
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We created a visually engaging and actionable positioning deck to anchor the hotel’s communication strategy. It was designed to guide everything from the grand opening campaign to day-to-day storytelling across multiple channels.
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A curated selection of experiences that showcase Boston’s character across three dimensions:
Butler experiences: personalized touches, including thoughtful welcome gestures, bespoke turndown services, and locally inspired moments designed to surprise and delight.
Cultural events: a robust program of artistic and cultural happenings featuring collaborations with Boston’s musicians, visual artists, and performers, bringing life to public spaces.
Exclusive city excursions: curated itineraries offering guests privileged access to Boston’s historical and cultural landmarks, from private gallery tours to behind-the-scenes visits at iconic institutions.