Developing a new Vision for an iconic Brand

The Savoy

"We wanted to go through a robust and inclusive process to reach a strong new vision for the Savoy which would endure and safe-guard the hotel's future legacy. The process and the facilitated leadership team sessions Dragonfish have taken us through have got us to a powerful Vision that our whole team can connect with and believe in" 


Philip Barnes 
Managing Director


Developing a new Vision for an iconic Brand

Then using it to adapt and align colleagues for reopening (following the impact of Covid restrictions) 

The iconic Savoy Hotel, with its rich history and glamorous heritage was facing into a future with increasing competition right across the luxury hospitality sector. With its legacy for innovation and market leading stance, there was a need to stay ahead and differentiate themselves from other hotel. To focus their direction for the next 3-5 years, they identified the need to define their first ever vision statement. A vision that would guide them into future success and define their next chapter. Then Covid hit and the vision was put to the ultimate test as the hotel adapted and planned for re-opening.

The Approach


Dragonfish worked with the Exec and senior leadership team, through a consultation process to understand, define and develop their Vision.
Following a review of all strategic documents and insights, the process commenced with a bespoke full day, experiential vision workshop. This explored all areas of the business that needed to be considered to develop a robust and long lasting vision (from demographic of the current and future customers, the impact on social media, to the details of their strategic goals and ambitions). 
This process enabled Dragonfish to define the core territories for potential Vision and the supporting goals. Dragonfish then worked closely with the Exec and wider leadership team to select and refine their vision to position the new focus for the hotel.


Following additional sessions with leaders to explore personal meaning and the leadership principles of their new Vision, Dragonfish supported The Savoy leadership team to develop a 12-24-month strategic roadmap. This was refined and evaluated to build a  comprehensive plan of key initiatives and investments to support The Savoy on the realisation of it's Vision along with the ways of working for on-going management of the roadmap. 
With the impact of Covid shutting the hotel and forcing a restructuring of its operations Dragonfish supported the Exec team with a facilitated review of the vision and roadmap ready for it’s reopening along with COVID guidelines at the end of September 2020.


"Dragonfish have been highly adaptable and considered in their approach to working with us. Getting an iconic brand like Savoy to agree a new Vision has not been easy but they have facilitated us through the process in a superb way providing excellent on-going relationship and project support. Even despite the recent disruption to our business with Covid they have gone above and beyond to help us to rethink how our Vision will enable us as a leadership team and hotel to re-open successfully."

Sally Webster 
Director of Talent & Culture


If you'd like to understand this project or our approach in more detail,

email or call 023 8082 8505

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