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Bellevue: When the sunset becomes a landmark of a city hotel in Rhodes

Writer's picture: Nikos MorantisNikos Morantis


After its renovation, Bellevue On The Beach Suites develops a unique lifestyle concept, balancing between a city hotel and a pure summer vacation experience around the unique sunset view experiences.


The renovation of a hotel is always a complex affair, as its main objective is not only to renew the image of the accommodation, but also to open new perspectives that will strengthen its demand and profit margins .

Especially in destinations like Rhodes, which has formed a consolidated tourist image that is reflected in the accommodation in the area, the transition of an existing accommodation to a new era is a particularly demanding process , especially when a leisure accommodation is located in the heart of the city and it also has to face the challenges of a city hotel.

In this context, we will examine how Bellevue On The Beach Suites, the newest acquisition of the Esperia Hotels & Resorts chain, partnered with Destsetters, and evolved its concept from a downtown hotel into an exclusive beach hotel brand .

More specifically, this case study aims to present the process of adapting the concept of an existing accommodation by Destsetters , with simple moves in its operation and communication , significantly differentiating its positioning in the hotel market.

 

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Step 1: The formulation of the correct basis and also the brief by the owner


The company Esperia Hotels & Resorts is one of the most important hotel chains in Greece , having at its disposal some of the most popular resorts that shape the tourist map of Rhodes.

Moving to the new phase of the chain, Esperia Hotels & Resorts, completely in tune with the new trends, proceeded to create a boutique style series of hotels, offering the public of Rhodes an alternative proposal , with acquisition of the previously Bellevue Suites in the city of Rhodes to be the springboard of this new era. The accommodation was renovated in collaboration with Interior Designer Dimitris Papanastasiou, keeping unchanged its unique elements, such as the yacht-style design and the emblematic windmill.

However, the company did not stop at just renovating, but looked for the hotel's real reason for differentiation. Thus, developing a specific brief that described the desire to create an exclusive lifestyle hotel in the city of Rhodes, he collaborated with Destsetters for the overall readjustment of its concept, which would concern both its new image and its overall mode of operation .


Step 2: The first adjustments to name and identity


With a good foundation in design and a unique location, Destsetters visited the property with the aim of capturing its truly distinctive features that could differentiate it in the market but also create a unique narrative that would set it apart from the competition. .

With its location as the first pillar , the initial and basic development came in the name, defining its beachfront character and developing Bellevue Suites into Bellevue On The Beach Suites . At the same time, its branding was simplified to a more minimal black & white approach , which suits its exclusive character as well as its status as a city hotel. The goal was that from the very first contact with the brand, the traveler receives the basic information as well as the feeling it exudes.


Step 3: Defining the main pillars of the concept


However, moving to the essence of the new concept, the Destsetters team looked for the pieces of experience that will make the accommodation truly unique, creating the pillars around which its narrative will be built:


  1. The ultimate sunset experience that the traveler experiences both in the rooms and in the rest of the accommodation : The entire hotel unit has been designed so as to constantly communicate with the impressive image of the sea and the popular beach right in front of it. All areas - the suites, the heated rooftop pool and the restaurant - over-theme the property's beachfront location and enchant with the warm red colors of the stunning sunset.

  2. The 5-star facilities and the personalized service concept that was set up for just 10 suites: For Bellevue, all guests are VIPs and enjoy high-level services, fully tailored to their personal needs and wishes. From the VIP champagne reception to private dining options, either in the suites or in the hotel restaurant, guests live a fully VIP 5-star accommodation experience.

  3. The semi-independent character of the suites, with all rooms having autonomy, as they are fully equipped with kitchens and self-catering equipment: Although it is a 5-star hotel with upgraded private services, all Bellevue suites are designed to offer an experience of independent luxury to all residents, with facilities including fully equipped kitchens and laundry facilities. Combining independence with luxury, residents can choose the level of service they wish to receive, thus fully tailoring their experience.

  4. The yacht-like design and the view of the coastline of the accommodation, which makes its image recognizable : The design of Bellevue as a seaside hotel focuses on highlighting the amazing sea view in the best possible way. Respecting the history of the accommodation, as the former owner came from a seafaring family, the hotel spaces borrow elements of the sea and the design of luxury yachts. This, combined with influences from contemporary hotel design, results in a timelessly classic result.

With these four pillars being distinct in the hotel's DNA, the overall accommodation philosophy was developed in the accommodation, which is reflected not only in its communication, but also in the operation and the overall guest experience.

After all, when we refer to a hotel concept, we are not describing an intangible entity for marketing reasons, but the real experience experienced by the visitor in terms of design, feeling, experiences, and even staff culture.

Step 4: Developing the USP around the Sunset Experience


The accommodation's sunset experiences were organized as a key part of the stay and are now the ultimate thing to do for travelers who will choose the accommodation, enhancing its summer leisure status and bringing the necessary balance that a city hotel located in a purely summer destination . Placing the sunset at the center of the experience was not just a use of its natural privilege, but also a guideline at the operational level, so that the stay becomes truly special.

More specifically, sunset experiences are divided into:


Sunset Dinners

Guests can choose from specially prescribed menus offered in the Sunset Zone either on their private terrace or in the hotel restaurant, enjoying a private dinner against the backdrop of the spectacular colors of the sunset.


Sunset Cocktails

In addition to the well-known popular cocktails, the hotel also offers a series of special Sunset Cocktails for sunset, which guests can enjoy on the terrace of their room, at the pool or even on the beach right in front of the hotel.


Sunset Massage

As all rooms have spacious terraces, customers have the opportunity for a private massage experience, ideally during the sunset.


Step 5: The conceptual development of the image of the accommodation


Having now recorded the 'recipe' of the accommodation concept as well as the logic of operation and service that are inextricably linked to it, a necessary step for the completion of its strategy was the development of its image according to the experience it promises .

As photos are an important part of its online presence , Bellevue On The Beach Suites collaborated with Hotel & Travel Photographer Christos Drazos , who captured the entire accommodation experience with his unique aesthetic and expertise. To better organize the result, the photographer was given a detailed brief on the desired shots from the specialized content brand The Hotel Content Company , while both the concept makers from Destsetters and the Interior Designer who signed the project participated in the process.

The result of the photo shoot was used for the official website of the hotel but also for setting up its communication in the sales channels , while also being useful content for presentations in third media .


What we learned from Bellevue On The Beach Suites


In closing this case study, we observe that even an existing hotel undergoing a limited-scale renovation can radically change its course by developing a distinct narrative that will help it stand out from the competition and attract the desired audiences.


Also, it is clear that the concept does not stay only in the descriptions, but affects the overall operation of the hotel, the service and even the design, managing to turn the stay into an experiential experience with unique memories. Bellevue On The Beach Suites is a completely successful case study that offers an alternative accommodation proposal in Rhodes, approaching luxury in its own unique way and bringing to the fore new concepts for the island, such as VIP service, luxury autonomy, but also the first accommodation with branded sunset experiences.



 

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Hotel Concept Development is the most upgraded service of Destsetters, which aims to create unique hotels, with high profit margins, proper operation , but also recognizable features that will help them stand out from the competition.


Taking into account the location of the plot or building , the wishes of the owners, the competition and the relative demand , we take care to specify the characteristics and strategy of the investment , so as to create a separate accommodation that meets the needs of travelers, with real profit prospects .


Our team works with new investors, hoteliers, consulting companies and architectural firms , who wish to have a complete hotel specification that will provide all the necessary research and hotel know-how , identifying the commercial characteristics of the new accommodation as well as defining the elements of the of its strategy, which should be reflected in its design and concept, so as to lead to a successful investment.





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