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Our Services
Every project starts from a different place – a stay that needs rethinking, an asset that is under-performing, a deal that needs a clearer story. We plug in through six capabilities: appraisal, brand and concept, experience and space, commercial strategy, and asset sourcing. Each can be a focused piece of work on its own; used together, they become a complete plan for how an asset should evolve.
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WHAT WE DO
Core capabilities.
One integrated practice.
WHAT WE DO
Core capabilities.
One integrated practice.
Asset appraisal
A joined-up diagnostic of the stay, the operation and the numbers before you commit to change or capital. It gives a grounded picture of where value is being created, diluted or missed today, so decisions start from reality rather than assumption.
When it's used
Before a refurbishment or repositioning
When performance has plateaued or slipped and the causes are unclear
Ahead of acquisition or disposal, to ground the investment story in guest reality
What WE DELIVER
A clear read on how the guest journey feels, on-property and online
An assessment of operational strengths, frictions and risks
A concise opportunity map and 12–24 month set of priorities
Brand, product & concept
Defining who the asset is really for, what experience it delivers for them, and how it earns its rate or fee. This is where instinct becomes a clear promise in the market – one that teams can deliver consistently and investors can understand. The Studio at Thorne&Co brings strategy, design and narrative together, so the brand is as operationally clear as it is beautiful – and guests experience that promise in every stay.
When it's used
When launching a new asset or hospitality-led concept
When an existing asset feels indistinct or is losing ground to its comp set
When owners and investors need a sharper story for boards, partners or lenders
When operators need the brand to work harder across digital, on-property and partnerships
What WE DELIVER
A clear positioning and audience focus for the asset or concept
A practical brand and product framework – offer, signatures, price architecture
Direction on naming, identity and key moments guests should remember
Studio outputs such as concept books, visual direction, tone of voice and launch narratives that give operators and partners something concrete to work with
Brand, product & concept
Defining who the asset is really for, what experience it delivers for them, and how it earns its rate or fee. This is where instinct becomes a clear promise in the market – one that teams can deliver consistently and investors can understand. The Studio at Thorne&Co brings strategy, design and narrative together, so the brand is as operationally clear as it is beautiful – and guests experience that promise in every stay.
When it's used
Before a refurbishment or repositioning
When performance has plateaued or slipped and the causes are unclear
Ahead of acquisition or disposal, to ground the investment story in guest reality
What WE DELIVER
A clear read on how the guest journey feels, on-property and online
An assessment of operational strengths, frictions and risks
A concise opportunity map and 12–24 month set of priorities
When it's used
When launching a new asset or hospitality-led concept
When an existing asset feels indistinct or is losing ground to its comp set
When owners and investors need a sharper story for boards, partners or lenders
When operators need the brand to work harder across digital, on-property and partnerships
What WE DELIVER
A clear positioning and audience focus for the asset or concept
A practical brand and product framework – offer, signatures, price architecture
Direction on naming, identity and key moments guests should remember
Studio outputs such as concept books, visual direction, tone of voice and launch narratives that give operators and partners something concrete to work with
Brand, product & concept
Defining who the asset is really for, what experience it delivers for them, and how it earns its rate or fee. This is where instinct becomes a clear promise in the market – one that teams can deliver consistently and investors can understand. The Studio at Thorne&Co brings strategy, design and narrative together, so the brand is as operationally clear as it is beautiful – and guests experience that promise in every stay.
When it's used
When launching a new asset or hospitality-led concept
When an existing asset feels indistinct or is losing ground to its comp set
When owners and investors need a sharper story for boards, partners or lenders
When operators need the brand to work harder across digital, on-property and partnerships
What WE DELIVER
A clear positioning and audience focus for the asset or concept
A practical brand and product framework – offer, signatures, price architecture
Direction on naming, identity and key moments guests should remember
Studio outputs such as concept books, visual direction, tone of voice and launch narratives that give operators and partners something concrete to work with
Brand, product & concept
Defining who the asset is really for, what experience it delivers for them, and how it earns its rate or fee. This is where instinct becomes a clear promise in the market – one that teams can deliver consistently and investors can understand. The Studio at Thorne&Co brings strategy, design and narrative together, so the brand is as operationally clear as it is beautiful – and guests experience that promise in every stay.
When it's used
Before a refurbishment or repositioning
When performance has plateaued or slipped and the causes are unclear
Ahead of acquisition or disposal, to ground the investment story in guest reality
What WE DELIVER
A clear read on how the guest journey feels, on-property and online
An assessment of operational strengths, frictions and risks
A concise opportunity map and 12–24 month set of priorities
When it's used
When launching a new asset or hospitality-led concept
When an existing asset feels indistinct or is losing ground to its comp set
When owners and investors need a sharper story for boards, partners or lenders
When operators need the brand to work harder across digital, on-property and partnerships
What WE DELIVER
A clear positioning and audience focus for the asset or concept
A practical brand and product framework – offer, signatures, price architecture
Direction on naming, identity and key moments guests should remember
Studio outputs such as concept books, visual direction, tone of voice and launch narratives that give operators and partners something concrete to work with
Guest experience
We shape the guest experience as a commercial engine, mapping every touchpoint from inspiring a customer’s choice, to their selection of their experience and through to the arrival, the stay and the farewell. Every stage must align to a cohesive story of your brand and asset, aligning emotion, service and systems so each moment builds trust, loyalty, differentiation and measurable performance for owners and long-term asset value.
When it's used
When performance softens or feedback shifts
During change or repositioning to ensure plans align to promise, experience and delivery
As channels and behaviour evolve to improve clarity and protect competitiveness
What WE DELIVER
Diagnostic of the journey end-to-end: Audit every touchpoint using data, guest feedback and first-hand testing to identify friction, inconsistency and missed value
Translate experience into performance: Connect emotional moments to commercial outcomes, to deliver change which improves conversion, spend, loyalty and efficiency
Activate and embed change: Deliver clear priorities, playbooks and metrics and mentorship so improvements are practical, measurable and sustained over time
Spatial direction
Aligning the way the stay feels with how the building actually works for guests, teams and owners. We focus on the moments and flows that matter most, so space, service and cost to serve are all pulling in the same direction.
When it's used
Before or during design work on a new build, conversion or major refurb
When spaces are technically full but feel flat, confusing or hard to operate
When owners want to check that design ambition matches operational reality
What WE DELIVER
Experience principles that describe how the stay should feel, moment by moment
Implications for layout, adjacencies, flows and use of key spaces
Prioritised recommendations for where design spend will work hardest
Spatial direction
Aligning the way the stay feels with how the building actually works for guests, teams and owners. We focus on the moments and flows that matter most, so space, service and cost to serve are all pulling in the same direction.
When it's used
When the stay feels strong but the numbers are not keeping pace
When owners need a clearer story for boards, lenders or JV partners
When a repositioning or capex plan needs commercial underpinning
What WE DELIVER
A focused view of the levers that matter most – mix, pricing, channels, length of stay
A practical commercial plan, KPIs and a simple reporting rhythm
Support for investor, lender and board materials where needed
When it's used
Before or during design work on a new build, conversion or major refurb
When spaces are technically full but feel flat, confusing or hard to operate
When owners want to check that design ambition matches operational reality
What WE DELIVER
Experience principles that describe how the stay should feel, moment by moment
Implications for layout, adjacencies, flows and use of key spaces
Prioritised recommendations for where design spend will work hardest
Spatial direction
Aligning the way the stay feels with how the building actually works for guests, teams and owners. We focus on the moments and flows that matter most, so space, service and cost to serve are all pulling in the same direction.
When it's used
Before or during design work on a new build, conversion or major refurb
When spaces are technically full but feel flat, confusing or hard to operate
When owners want to check that design ambition matches operational reality
What WE DELIVER
Experience principles that describe how the stay should feel, moment by moment
Implications for layout, adjacencies, flows and use of key spaces
Prioritised recommendations for where design spend will work hardest
Spatial direction
Aligning the way the stay feels with how the building actually works for guests, teams and owners. We focus on the moments and flows that matter most, so space, service and cost to serve are all pulling in the same direction.
When it's used
When the stay feels strong but the numbers are not keeping pace
When owners need a clearer story for boards, lenders or JV partners
When a repositioning or capex plan needs commercial underpinning
What WE DELIVER
A focused view of the levers that matter most – mix, pricing, channels, length of stay
A practical commercial plan, KPIs and a simple reporting rhythm
Support for investor, lender and board materials where needed
When it's used
Before or during design work on a new build, conversion or major refurb
When spaces are technically full but feel flat, confusing or hard to operate
When owners want to check that design ambition matches operational reality
What WE DELIVER
Experience principles that describe how the stay should feel, moment by moment
Implications for layout, adjacencies, flows and use of key spaces
Prioritised recommendations for where design spend will work hardest
Commercial & growth strategy
Translating concept and guest experience into commercial strategies that the asset and team can sustain. We concentrate on the levers that truly move performance and keep reporting simple enough that decisions can follow.
When it's used
When the stay feels strong but the numbers are not keeping pace
When owners need a clearer story for boards, lenders or JV partners
When a repositioning or capex plan needs commercial underpinning
What WE DELIVER
A focused view of the levers that matter most – mix, pricing, channels, length of stay
A practical commercial plan, KPIs and a simple reporting rhythm
Support for investor, lender and board materials where needed
Asset sourcing & strategy
Bringing a hospitality lens to where capital goes – which assets to back, how to shape them and how to tell the story. It’s about seeing what a building could become through the stay, the numbers and the exit, not just what it looks like today.
When it's used
Before or during design work on a new build, conversion or major refurb
When spaces are technically full but feel flat, confusing or hard to operate
When owners want to check that design ambition matches operational reality
What WE DELIVER
Experience principles that describe how the stay should feel, moment by moment
Implications for layout, adjacencies, flows and use of key spaces
Prioritised recommendations for where design spend will work hardest
Asset sourcing & strategy
Bringing a hospitality lens to where capital goes – which assets to back, how to shape them and how to tell the story. It’s about seeing what a building could become through the stay, the numbers and the exit, not just what it looks like today.
When it's used
Before or during design work on a new build, conversion or major refurb
When spaces are technically full but feel flat, confusing or hard to operate
When owners want to check that design ambition matches operational reality
What WE DELIVER
Experience principles that describe how the stay should feel, moment by moment
Implications for layout, adjacencies, flows and use of key spaces
Prioritised recommendations for where design spend will work hardest
Asset sourcing & strategy
Bringing a hospitality lens to where capital goes – which assets to back, how to shape them and how to tell the story. It’s about seeing what a building could become through the stay, the numbers and the exit, not just what it looks like today.
When it's used
Before or during design work on a new build, conversion or major refurb
When spaces are technically full but feel flat, confusing or hard to operate
When owners want to check that design ambition matches operational reality
What WE DELIVER
Experience principles that describe how the stay should feel, moment by moment
Implications for layout, adjacencies, flows and use of key spaces
Prioritised recommendations for where design spend will work hardest
Asset sourcing & strategy
Bringing a hospitality lens to where capital goes – which assets to back, how to shape them and how to tell the story. It’s about seeing what a building could become through the stay, the numbers and the exit, not just what it looks like today.
When it's used
Before or during design work on a new build, conversion or major refurb
When spaces are technically full but feel flat, confusing or hard to operate
When owners want to check that design ambition matches operational reality
What WE DELIVER
Experience principles that describe how the stay should feel, moment by moment
Implications for layout, adjacencies, flows and use of key spaces
Prioritised recommendations for where design spend will work hardest
Insights
Notes from real assets and portfolios – guest journeys, spaces, teams and deals – written to help owners, investors and operators think more clearly about where value comes from, and how to grow it.
Our Services
Every project starts from a different place – a stay that needs rethinking, an asset that is under-performing, a deal that needs a clearer story. We plug in through six capabilities: appraisal, brand and concept, experience and space, commercial strategy, and asset sourcing. Each can be a focused piece of work on its own; used together, they become a complete plan for how an asset should evolve.
Every project starts from a different place – a stay that needs rethinking, an asset that is under-performing, a deal that needs a clearer story. We plug in through six capabilities: appraisal, brand and concept, experience and space, commercial strategy, and asset sourcing. Each can be a focused piece of work on its own; used together, they become a complete plan for how an asset should evolve.
Insights
Notes from real assets and portfolios – guest journeys, spaces, teams and deals – written to help owners, investors and operators think more clearly about where value comes from, and how to grow it.