The Ritz-Carlton Naples, Tiburón

Redefining brand turf through unique positioning and naming

With two Ritz-Carlton properties operating in the same market, The Ritz-Carlton Golf Resort, Naples needed to define its own unique identity in the region. Timing was critical as major investments were being made to the property including adding a water park, developing new restaurant concepts and renovating guest rooms.

Through data analysis, interviews with key customers and in-depth discussions with critical stakeholders, we identified a customer target that was unique from the type of customer that would typically seek out The Ritz-Carlton, Naples. We studied the competitors in the marketplace and determined how the property could leverage the natural surroundings of the resort to deliver a unique proposition that met the emotional needs of this customer target. We illustrated how the resort could bring the positioning to life in the indoor and outdoor public spaces, guest rooms, restaurants and bars. This positioning work also informed our strategic renaming of the property as The Ritz-Carlton Naples, Tiburón.