Case Studies

Formerly listed on the LSE, Millennium & Copthorne Hotels is a luxury global hospitality management and real estate group, with 126 hotels in 84 business and leisure destinations across the globe. The company was taken private in 2019 by its parent, CDL in Singapore, but we worked with the company for over 10 years prior to the take-private, including a period of significant transformation due to the pressures of AirBnB and other socio-political and economic forces.

M&C’s executive team London felt that its reporting had become more of a ‘brochure’ showcasing the company’s hotels, rather than a business-critical document. They wanted to create a report that reflected current “best practice” in corporate reporting and added value to key stakeholders and investors alike. Our challenge was to define what sets M&C apart from its peers and creating an entire flow of information, including its strategy, business model, KPIs and highlighting its geographical portfolio.

We created a dynamic style which conveyed its objectives and reflected the group’s luxury branding. The first step was to ensure the report met Best Practice guidelines. Presenting its diverse geography to ensure it didn’t look fragmented, then presenting KPIs for each major location in a clear and engaging way, was an important step. Colour coding keyed into regional performance reviews, with a sparing use of photography to enhance understanding rather than dominate. An improved presentation of risks in a clear table format, a clearer Governance section including a revised presentation of Board skills, and a more distinctive navigation.

M&C’s investors and stakeholders were very pleased with the results and felt that the Report had evolved to provide more transparency and engagement, whilst clearly defining its strategy and direction.