Hospitality
Optimised…
Our Services
Creativity Capitalised
Thorne&Co is a next-generation brand and business development studio for hospitality. Led by Steve Thorne, we are a collective of senior creatives, strategists, and operators who specialise in reimagining hotel assets with design flair, cultural intelligence, and commercial precision.
At Thorne&Co, we provide tailored advisory services for every stage of the hospitality investment journey. Whether you’re acquiring your first hotel, expanding a portfolio, selling a property, or repositioning a listing, we bring over 30 years of experience in hotel strategy, operations, and investment to guide your success.
Our expertise lies in combining market insight with creative repositioning, helping clients unlock hidden potential, increase asset value, and achieve stronger returns. With a client-focused approach, we partner with private buyers, investors, sellers, and real estate agents to turn opportunities into results and properties into thriving hospitality ventures.
From the development of new concepts to distressed or underdeveloped assets, we unlock value through brand reinvention, operational clarity, and scalable IP. Our work blends aesthetic strength with strategic depth - delivering meaningful uplift without adding operational weight.
Whether launching a flagship hotel or curating a portfolio-wide transformation, we operate at the intersection of space, story, and experience - where guest desire meets business growth.
Brand
Strategy & Development
More than a name. We build identities that perform.
From initial concept to full brand systems, we define hospitality brands that are emotionally engaging and commercially sharp. Our work goes beyond surface - we craft narratives, values, and visual identities that translate into guest loyalty and investor confidence.
Includes: Naming, brand narrative, tone of voice, visual identity systems, brand manuals.
Audit
Asset & Experience reset
We uncover hidden value and untapped potential.
Our brand and operational audits reveal what’s working, what isn’t, and where growth lives. We apply a strategic lens to your space, service culture, and market position - giving you clarity, insight, and an actionable path forward.
Includes: Brand health audits, guest journey analysis, competitor mapping, internal interviews, market recalibration.
Operations
Systems & Efficiency
Design the moments that define a stay.
We optimise the guest journey from first touchpoint to final checkout - building intuitive systems that elevate service, reduce friction, and empower teams to deliver consistent excellence.
Includes: Guest journey design, team workflows, service playbooks, guest experience SOPs.
Experience led
Customer centred
In today’s market, the most successful hospitality businesses lead with how they make customers feel. When done well, an experience strategy increases retention, drives direct bookings, and builds long-term brand equity that surpasses what design or location alone can achieve.
Includes: End-to-end guest journey design, loyalty and retention strategy, service delivery systems, tone-of-voice frameworks, and frontline training.
The Story
The power of narrative.
Every space needs a soul. It’s the story that powers the brand narrative.
In hospitality, story isn’t decoration - it’s direction. It shapes how a guest feels, how a team performs, and how a brand grows over time. We see narrative as the connective tissue between space, service, and strategy. A strong story doesn’t just attract attention - it builds trust, memory, and meaning.
Includes: Brand strategy, narrative frameworks, tone of voice, and place-based concepting.
Design
Spatial Storytelling
Spaces should speak. We write their language.
We advise on interior design and spatial planning to ensure your environments align with your brand's emotional tone and narrative. Our approach leverages storytelling and functionality, crafting interiors that resonate deeply and work beautifully.
Includes: Concept design, mood boarding, spatial flow consultation, brand-to-interior alignment.
IP & Brand Licensing
Scale & Reach
Turn your concept into something repeatable.
For asset owners or operators looking to expand or franchise, we build brand IP that’s designed to travel. From replicable guest journeys to cultural playbooks, we help you create a brand that works in multiple locations without losing soul.
Includes: Licensing models, replicable brand systems, expansion toolkits.
PR & Socials
Communications
Launch & Beyond
First impressions last. We make them unforgettable.
From naming the concept to filling the room, we help you position, promote, and launch your hotel with style and precision. Our communications work is built to spark press, guests, and buzz.
Includes: PR strategy, launch planning, narrative positioning, influencer/press activations.
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