Frequently Asked Questions

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What is Thorne&Co and what does your consultancy specialise in?

Thorne & Co is described as a next-generation brand and business development studio and consultancy for hospitality, led by Steve Thorne and composed of senior creatives, strategists, and operators. The studio specialises in reimagining hotel assets with a blend of design flair, cultural intelligence, and commercial precision.

What kinds of services does Thorne&Co offer?

  • Brand Strategy & Development: Naming, brand narrative, tone of voice, visual systems, and brand manuals

  • Audit (Asset & Experience Reset): Brand health audits, guest journey analysis, competitor mapping, internal interviews, and market recalibration

  • Operations (Systems & Efficiency): Guest journey design, team workflows, service playbooks, and SOPs

  • Experience-Led Strategy: End-to-end guest journey, loyalty and retention tactics, delivery systems, tone-of-voice frameworks, and frontline training

  • Spatial Storytelling / Design: Concept design, mood boards, spatial flow consultation, and brand-to-interior alignment

  • IP & Brand Licensing: Licensing models, replicable brand systems, and expansion toolkits for scalable concepts

  • Communications (PR & Socials): PR strategy, launch planning, narrative positioning, and influencer/press activations

Who is behind Thorne & Co?

The studio is led by experienced hotelier Steve Thorne and comprises a collective of senior creatives, strategists, and hospitality operators.

What types of hospitality assets does Thorne & Co work with?

We work across a spectrum—from new concept developments to distressed or underdeveloped assets—with the aim of unlocking value via brand reinvention, operational clarity, and scalable IP.

How does Thorne & Co approach branding?

We offer branding that goes beyond surface-level aesthetics, focusing on crafting emotionally engaging identities underscored by narrative, values, and visual cohesion to foster guest loyalty and investor confidence.

What is your philosophy around guest experience?

We view a strong guest experience as central—emotionally resonant, strategically designed, and instrumental in boosting retention, direct bookings, and long-term brand equity—achieved without adding operational complexity.

Can you create turn-key or ready-to-launch brands?

Yes—through your “Pre-Packaged Opportunities & Concepts”, Thorne & Co builds ready-to-launch hotel brands featuring clear narratives, built-in scalability, and market appeal, suited to various contexts from urban lifestyle hotels to niche destinations.

What makes Thorne & Co’s design approach unique?

We emphasise spatial storytelling, ensuring interiors communicate the brand’s emotional tone. This combines narrative-driven design with functional planning to create environments that both look great and function intuitively.

How do you support scalability and franchising?

Through developing brand IP and licensing frameworks that help concept replication without losing soul—including replicable guest journeys, cultural playbooks, and expansion toolkits.

How can someone get in touch or stay updated with Thorne & Co?

Visitors can use the Contact page to send inquiries or subscribe for news and updates via email.

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