Macdonald Later Living

Concept Development

How and why did an established British hotel operator plan a move from hospitality into the crowded and complex market for later living?

Case Study

They say that a “life filled full is a life fulfilled” and this was the mantra and guiding philosophy behind Luxury Branding’s its work on an innovative later living concept for Macdonald Hotels & Resorts.

Britain’s largest privately-owned hotel group, Macdonald is the operator of 45 hotels in the UK and 10 resorts in the UK, Spain, and Portugal. Having developed a trusted relationship through a series of previous projects, Luxury Branding was asked to advise on the redevelopment of five priority locations and a strategy for a new line of development focused on later living.

By analysing the demand and existing supply within retirement living and care homes, we detected a white space and developed a statement of opportunity. This would be addressed by a bold new concept to be activated through four every dimension of the residential experience.

There is considerable overlapping and confusing terminology in the later-living industry. ‘Retirement living’ can mean anything from highly serviced blocks, offering physical and psychological support, through to high-end luxurious space, and everything in between.

We saw an exceptional opportunity to combine, on one site, Retirement Homes with Supportive Care and Residential Care Homes so as to create a first-class Continuing Care Retirement Community (CCRC). We advised that Macdonald aim to be the most hospitable mid-market hybrid offering.

A hotel-inspired offering would capitalise on Macdonald’s renowned hospitality capabilities and reputation. This is a best-in-class CCRC, with wellness at the core. Designed for a middle-income target audience, it offers affordable luxury with hotel-standard facilities, creating a distinct appeal to the active and youthful minded over 65s.

The generative idea we created was called ‘Animated Heart’, encapsulating positivity, an intimate community feel and a strong sense of living life to the full. Promoting an uplifting message, and underpinned by the universal Macdonald philosophy of care, Animated Heart provides a dynamic environment for people at an exciting chapter of life.

Distinguished by large rooms and superior amenities, including great F&B and integrated wellness facilities, a genuine lifestyle-led approach sets this new development apart from its competitors.

Macdonald Hotels is seeking partners with whom to develop CCRCs operating in the UK mid-market. Meanwhile, Luxury Branding continues to work on this project and develop the Group’s extensive portfolio.

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