HUSH Resort & Spa
Brand Development & Positioning
THE ASK:
Develop a new resort concept to cater to eager but COVID-wary travelers who are looking for an upscale getaway with premium all-inclusive amenities.
TARGET AUDIENCE:
Overloaded millennials
THEIR PROBLEM:
Millennials have too many tabs open in their heads.
INSIGHT:
Millennials can minimize these tabs by unplugging (taking a break from technology to do a digital detox).
We want to help these millennials unplug,
but HOW?
We found....
58% of millennial surveyors, vacation to “escape from ordinary life”
40% of millennials would be willing to give up their phone and technology
THEIR ESCAPE:
For overworked Millennials, Hush is the only resort among all upscale resorts that provides a safe haven for visitors to unplug and destress, because of its curated amenities and its proximity to the most overworked city in the U.S.
1
OUR GUEST NEED TO BE UNPLUGGED
HUSH Resort encourages guests to fully unplug by taking their electronics at check-in.
2
OUR GUEST NEED TO BE FULLY INTEGRATED INTO NATURE
Nature brings stress relief and increases endorphins
3
OUR LOCATION NEEDS TO BE IN AMERICA
American prefer short, domestic trips
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Things to consider for location
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Nearby an overworked city
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Have easy access to nature
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Close proximity to a local town for guest to explore
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Location:
#1 overworked city in the U.S.:
Washington, DC
STANDARD AMENITIES
Outdoor heated pool
Fitness center
Concierge
High quality restaurants
Spa
Shuttle to take you downtown
HUSH SPECIFIC AMENITIES
Easy access to hiking trails
Sensory deprivation baths
Daily classes for yoga & pilates
Baking classes
Pottery classes
Hot tubs
Winery
Vineyard Tours
