Raffles Hotels & Resorts is one of the most storied names in hospitality. From its grand beginnings in Singapore, the brand now has presence in a diversity of locations, for a wide variety of travellers. The resort proposition brand book exists to connect the high-level Raffles brand strategy with concrete resort signatures and touch points. It introduces concepts, offers inspirations, and provides guidelines for how the Raffles brand philosophy is interpreted at leisure-focused properties. It helps opening teams create the inspiring and uplifting experiences that denote a Raffles. The BRTN methodical approach first defines what makes a ‘resort’, and introduces its overall segment strategy and positioning. BRTN analysed the key needs and desires of the Raffles target audiences, the key competitors offerings, and the latest trends and greatest challenges that impact the ultra-luxury-hospitality sector. To give each experience a distinctive Raffles touch, BRTN re-envisioned the brand pillars through the lens of the resort segment, and shows how motifs come to life throughout the guest journey and distinct brand signatures.