Adelaide Hills Wine, Food and Tourism Architect 07

Key Moves to Rebrand, Refresh or Upgrade

In the hospitality industry, hotel upgrade works are a pivotal aspect of maintaining a competitive edge and ensuring guest satisfaction. Key considerations for a successful hotel upgrade may include assessing market demands and guest expectations, which often dictate the need for modernisation and the introduction of new technologies. Aesthetic enhancements such as new furniture, fresh decor, and updated public areas play a significant role in revitalising the hotel’s ability to attract guests and retain loyal customers. Functional upgrades like compliance upgrades, installing advanced bathrooms, improving plumbing systems, and integrating smart room features can significantly elevate the guest experience and lower the property’s risk profile. Expanding facilities and diversifying offerings with additions like gyms, spas, or conference rooms can cater to a broader range of guest needs and preferences. Prioritisation is vital to the hotel upgrade process. It is critical to identify the key moves in order to achieve a valuable upgrade or rebrand that is both brand appropriate and quality / budget focussed prior to commencing any design or construction work.

Achieving a schedule of critical key moves often involves a comprehensive analysis of the hotel’s current market position, guest demographics, and performance metrics to identify areas needing improvement. The assessment can also reveal the need to reevaluate the hotel’s service quality and brand story, aligning with modern guest expectations, and differentiating from competitors.

Hotels looking to rebrand, refresh and upgrade their facilities can consider several key strategies to stay competitive and appealing to guests. Firstly, enhancing the guest experience by shaping the space to reflect brand quality and expectations and assisting staff to provide an engaging service can significantly boost guest satisfaction. Upgrading reception and public spaces as well as room quality is crucial; investing in comfortable, high-quality furnishings that reflect brand quality and positioning, and ensuring cleanliness can make a substantial difference. Incorporating technology, such as digital personalisation options, can improve efficiency and guest satisfaction.

Focusing on the aesthetic appeal of the hotel, such as the entrance, lobby, and rooms, can create a refreshing and inviting atmosphere. Investigating acoustic opportunities to improve noise control can change the profitability of a commercial space or food and beverage offering. Drawing inspiration from design trends and other successful hotels can guide these upgrades, but identification of key elements that tell the brand and place story and immerse visitors in a unique experience throughout their stay can provide unique positioning that retains loyal customers and attracts new guests. These key elements can also assist in prioritising a minimum ‘number of moves’ to achieve a quality and balanced outcome.

It’s also crucial to consider the use of space efficiently, potentially transforming unused areas into new guest rooms or amenities that can add valuable income sources. Optimising back and front of house areas for staff efficiency and to enable brand behaviours is also an opportunity not to be missed during an update project.

Sustainability is another important factor, with many guests valuing eco-friendly practices and materials in the places they stay. Communicating brand ethos, and how sustainability goals are being achieved can both educate and inspire visitors.

Hotels should not overlook the importance of communicating their rebranding efforts and telling the story of the process, brand and uniqueness as early as possible. Updating the hotel’s website, social media presence, and other marketing materials to reflect the new brand identity and uniqueness communicates the changes to potential guests, attracts new markets and builds anticipation for a future visit. Communicating rebranding also involves re-training staff to understand market position and brand behaviours and is key to an authentic guest experience.

Ultimately, a strategic approach to hotel upgrades, focusing on key elements that tell the brand and place story, as well as both aesthetic appeal and functional improvements, can lead to increased guest satisfaction, higher occupancy rates, and a stronger market position.

S2 Architect’s specialist pre-design strategy is designed to understand your desired market position, guest demographics, and performance metrics that identify areas needing improvement. It aims to align service quality with space requirements, modern guest expectations with environment and experience, and create a place that definitively differentiates from competitors within your brand requirements. It identifies the ‘minimum key moves’ that are essential to a successful upgrade or re-brand, that will add value and tell your story. Additionally, our specialist consultants can advise on industry specific compliance factors and efficiencies that can save on construction and operational budgets, maintenance costs and risks associated with staff and guests on site. Download our pre-design report information at

Contact us by phone or email to discuss the needs of your place, and how our team can help.


For most tourism businesses, working on your buildings and grounds is a big deal. There is a lot of money and time at stake and can be difficult to know where to start. So let’s just start with a coffee.