One of the best hotels in the world and a benchmark for luxury. Built in 1666 and set in 376 acres of National Trust grounds, Cliveden House has a sensational history and formerly belonged to the Astor family. It is different from many hotels in that it really doesn’t feel like a hotel. Cliveden is like being a guest at a very grand house. We crystallised this feeling in the new brand positioning, defining the personality of Cliveden as unexpected, individual and even eccentric. It is easy for guests to feel slightly daunted by the house’s grandeur, but our strategic work emphasised the need for a slightly more relaxed, less formal feel. We translated this into practical implications for the Cliveden team in terms of external communications and actual interaction with guests.
Brand positioning | Competitive review
The collection
Cliveden House is part of the Iconic Luxury Hotels collection. We have worked on the brand positionings for a number of these hotels including Chewton Glen, The Lygon Arms and 11 Cadogan Gardens.
‘Up to the Light has an ability to ask the right questions, listen effectively and then beautifully crystallise brand difference. The speed and quality of their understanding was remarkable and we’re delighted with the result.’
Leigh Jenkins, Commercial Director,
Iconic Luxury Hotels
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