One identity for Mira Hotels across 12 locations
Mira Hotels owned twelve boutique properties that looked like twelve different companies. We created one flexible identity with room for local character, and guidelines that every hotel team can actually use.
The challenge
Each Mira hotel had been bought with its own name, logo and website. Guests who loved one property never knew the others existed, and the group paid booking sites a commission on almost every stay.
- Twelve separate brands with no shared identity
- Low repeat bookings across the group
- High commission costs from third-party booking sites
Our approach
We visited every hotel and asked staff what made their place special. The answer was always the neighbourhood. So the new system keeps one Mira wordmark and colour palette, while each hotel gets its own pattern drawn from local architecture. A shared booking site ties the group together, and the guidelines fit in a 20-page handbook instead of a hundred.
Guests now plan their next trip around which Mira they have not stayed at yet.
The results
A year after the rollout, direct bookings had grown across the group and repeat guests were visiting more than one property.
- 38% more direct bookings
- 2.1x guests staying at a second property
- 12 hotels rolled out in 16 weeks
