Brand Book - LOEWS Marketing Toolkit

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LOEWS
HOTELS
LOEWS
HOTELS
19 properties. 19 experiences. One brand.
HISTORY
HISTORY
The Loews is the cornerstone, and namesake, of The Loews Corporation, one of
America’s most highly-regarded, and truly diverse businesses. Its sterling legacy dates to
1946 when brothers Larry and Bob Tisch purchased a hotel known as Laurel-in-the-Pines,
in the New Jersey woodlands. A snapshot today reveals an innovative, family-run company
with the next generation in control. Andrew and James oversee other divisions while the
hospitality brand has Jonathan Tisch at the helm. The lessons learned from his father
and uncle, about value, service, and commitment run through everything all of our team
members do at every property we own and operate.
BRAND
VISION
BRAND
VISION
To share our emphasis on family, growth, and a love for all that travel does for your soul.
BRAND
POSITIONING
BRAND
POSITIONING
The Loews has found a niche as a brand that offers guests a safe breakout – a place
within their comfort zone yet still providing excitement, and the ability to stretch.
We want to set ourselves apart as the brand that offers our guests some space,
giving them all the room they need to expand their horizons, to find themselves, and
to do everything, or nothing at all. But, they’ll always know we’re here for them.
OUR
GUESTS
OUR
GUESTS
We believe when people travel, whether on business or leisure, they become
a different version of themselves – freer and more open to do the things they
can’t or don’t do in their everyday lives.
At The Loews, we greet our guests with excitement, and facilitate all aspects of
their stay to help them make the most of their time with us.
OUR
GUESTS
OUR
GUESTS
THE SELF-DETERMINED
At the core, we believe our guests to be the self-determined among us.
They are the ones who have achieved, and earned the right to make decisions
for themselves and for others. The ones with a creative streak, a taste for the
independent, and an eye for detail. They seek to explore their surroundings and return
from travel better than before.
WHO
WE
ARE
WHO
WE
ARE
We are a dedicated team focused on allowing our guests to flourish when
they are with us.
WE
ARE
A
TEAM
WE
ARE
A
TEAM
From our most senior of management, to our newest team members, we are all
forged of the same hospitality DNA. That defining characteristic is a willingness
and commitment to offer comfort, care, and everything we have in us to all who
come through our doors.
We are here for those who join us on a one-day business trip no less than we are
there for those of all ages who stay for a week long vacation in the sun, or the rain.
And, in the end, we measure ourselves simply by the number of guests who leave
with a smile on their face and come back again.
W H AT
WE
DO
W H AT
WE
DO
Our team members genuinely work with respect, but not formality. We have a light
touch with our guests, speaking with familiarity and a nature that illustrates we’re at
their service at all times. We deliver responsiveness without overwhelming our guests.
Best said, we’re real people helping real people.
W H AT
WE
DO
W H AT
WE
DO
It is our task to give every guest a stay that meets all their needs, even when they need
nothing at all. So whether they want do it all on their own, or need help from us to do
almost nothing, we’ll be there for them at the drop of a hat, or the slide of a key.
From The Loews, our guests have come to expect service that anticipates their needs,
shows them the town, and welcomes them home night after night. They may ask a lot
of us, but aren’t the sort to demand without restraint. Because what they need,
what they want to do, and where they want to go is all that matters to us.
BRAND
VA LU E S
BRAND
VA LU E S
EXCITING
We thrive with an independent spirit, focused on staying fresh and current.
APPROACHABLE
We provide a supremely comfortable experience that feels like home, yet exceeds its
offerings. We treat our guests like family and do our best to truly know who they are.
LOCAL
We connect our guests to the community with a deep appreciation for the unique sights,
sounds and flavors of everywhere we call home.
BRAND
PROMISE
BRAND
PROMISE
We stay relevant to changing times and places; to provide an experience that
is authentically local and genuinely delivered, all so our guests can relax,
explore and flourish.