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.