Yaas

Yaas

From Low Cost Hospitality to Smart Economy Hospitality

Introduction

Mangalis Management, the African hospitality group, decided to complete its existing product portfolio of upscale (Noom) and midscale (Seen) hotels with a low-cost hotel brand to be named Yaas. 

Budget hotels are often seen as a no-choice, that you fall into just to save money. How can you reinvent the budget hotel category to generate preference that is not only based on low prices ?

Challenge

FutureBrand was asked to position the new hotel brand, create its identity and work closely with the architects to define the hotel experience and guidelines. 

The budget hotel category is no longer what it used to be. Low cost hospitality players build their positioning on design, connectivity, sustainability…yet, budget hotels all look the same. The idea was not to choose between design and connectivity, price and convenience, but to make people choose Yaas because of a mindset.  

Solution

Moving from low cost hospitality to smart economy hospitality. 

It simply means Yaas is not a budget hotel: it is a smart hotel, with an optimistic mindset. Smart because Yaas takes the fuss out of hotel service and simply offers to its guests what they need, when they need it. Optimistic because Yaas values its African "joie de vivre" and spontaneity. Staying at Yaas is basically as simple as searching on Google.

Results

The first Yaas hotel opened late 2016 in Dakar. It features open living spaces and 89 rooms with an innovative and cheerful design supported by vibrant colors and warm materials that offers a trendy and refreshing atmosphere that ideally embodies the Yaas mindset.