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Defining onefinestay's brand strategy to establish a new model of luxury hospitality


Established in London in 2009, onefinestay is one of the first movers combining luxury private rentals and high-end hospitality services. It has been acquired by AccorHotels group in 2016 – along with 2 of its peers: Travel Keys (US) and SquareBreak (France) - as part of its strategy to offer new accommodation models. The group then decided to merge the three platforms into one under the onefinestay umbrella.


Our role was to merge the three companies and brands into one, making sure the positioning, value proposition and strategy were the best possible to achieve onefinestay and AccorHotels vision and ambition.


After having challenged and inputted the business strategy with a demand generation strategy targeting specific segments in both leisure and business, Lighthouse helped leverage the strengths of each brand to define a stronger offering and value proposition for the new onefinestay post-merger. We also determined the brand’s new leading concept and positioning, aimed to provide the highest level of service, experience and personalisation to guests and owners.


With a clearer and stronger offering and positioning, as well as roadmaps that lay out future growth, onefinestay is set for hyper personalization as the next stage of luxury rentals. onefinestay is now the global leader in its field, pioneering a new era of luxury hospitality.


Market dynamics
Customer understanding
Competitive analysis
Brand audit
Best practices


Brand fundamentals
Positioning options
Leading concept
Implications & gaps


Brand book & guidelines
Marketing strategies
Activation platforms
Communication strategies
Client journey & touchpoints


KPIs definition
Client experience measurement
Learnings & insights



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