B&B HOTELS Brand-Relaunch
Winner
Excellent Brands
Tourism and Gastronomy
Details
B&B HOTELS has grown into a major European player in the budget segment—yet comfort, design and digital convenience have become hygiene factors. In 2025, the brand redefined its value: from "Value for Money" to "Value for People". “Ready for You” turns this into a product campaign, highlighting tangible benefits across the guest journey. “Everything Begins with a Dream” builds awareness for the renewed brand. This makes hospitality scalable in the system—and tangible in the experience.
The Jury‘s Statement
In the budget hotel market, where facilities and digital services hardly differentiate any more, B&B HOTELS uses the relaunch to make a consistent shift towards more human hospitality. The move from value for money to value for people is articulated precisely across campaigns, tone of voice and the brand promise, and implemented in a way that remains transferable across a diverse portfolio. Personal interaction is not left to chance but designed as a repeatable system along the guest journey, anchoring the brand in the actual experience over time.
