Hospitality hero of a room

We help hospitality
brands achieve
double-digit growth

Successful hotel, food, and destination brands all have one thing in common: strategic focus. They know who they are, what they stand for, and where they’re going.

Which brings us to us. We’ve fueled the focus that has helped some of the world’s most renowned hospitality brands gain the competitive advantage they need to achieve double-digit growth.

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Hospitality brands we’ve helped grow

Aatmos Logo
Aramark Logo
Choice Hotels Logo
Extended Stay America Logo
Fig & Olive Logo
Great Wolf Lodge Logo
Hilton Logo
Hilton Grand Vacation Logo
Hilton Garden Inn Logo
Marriott Logo
Park Hotels & Resorts Logo
Sage Logo
Sandpiper Hospitality Logo
Woodspring Suites Logo
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Research is the foundation of our work – all done in house – for decision making with confidence.
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Our strategic work aligns with your company’s business goals to drive measurable growth.
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Our senior-level executives are your day-to-day partners – we don’t hand you off to a junior team.

They helped us create and launch a new brand that outperformed all underwriting in terms of rate, revenue, and net promoter score. Their research has informed some of our most important strategic decisions, including brand architecture, customer segmentation and targeting, and creative optimization.

— Extended Stay America

Let’s talk about your brand’s future

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Creating a game-changing brand to redefine an entire category

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Hilton set out to create a brand that would revolutionize the midscale segment and capture the heart and soul of everyone from developers to guests. We helped them answer the following strategic questions:

  • How can we redefine the midscale category to fill a market void with a new brand in our portfolio?

  • What mindset should we develop the brand to appeal to that crosses generations?

  • What disruptive programs and features will resonate best with this target?

  • What visual expression will differentiate the brand in the most meaningful way?

  • How can we position the brand and tell a story of value to developers. investors, the media and consumers to jumpstart brand growth?

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From research and strategy to creative and engagement, our approach was multi-faceted, yet outcome-focused. It included:

  • Brand strategy development

  • Messaging

  • Employee engagement

  • Bringing the brand to life

  • Naming

  • Experiential design

  • Rigorous primary research

  • Competitive position/brand pillar development

  • Visual expression and identity

  • Communication strategy

  • Marketing execution

  • Customer touchpoint journey

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Fastest growing brand in company history—and possibly the hotel industry

Achieved record development deals since launch

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Brand identity on a yellow cup


TBC has worked holistically across the development of the brand to create an identity, programs and features that are categorically disrupting the segment. Their work breaks through the clutter in a phenomenal way. I have worked with them for over a decade or two different companies and they always wow me with their speed, creativity, and rigor. They allow me to make the best decisions with research to back it up. That’s invaluable. They are true thought partners.

— Global Head, Tru by Hilton