Frequently Asked Questions
In short, what is FoxBrowne Creative?
A creative company that delivers integrated and innovative architecture, interior design and hospitality services that have a lasting and positive impact on the world. We use our rich expertise and a personalised process to artfully integrate spaces, places and gracious hospitality.
What does FoxBrowne Creative do?
Fox Browne Creative offers direction and assistance for the development of luxury lodges and small hotels. We have 40 years combined experience in luxury tourism and travel having designed, built, project-managed, styled, opened and operated over 60 award-winning lodges in some of the most remote parts of Africa and India. This includes procurement, delivery logistics and installation of all interiors and operational equipment. Between us, we have tackled and overcome just about every challenge imaginable.
What is your underlying philosophy?
Our philosophy in both design and operations is very simple - it is all about the guests and what they will experience whilst staying there. We have a deep understanding of what works and what doesn’t when creating and operating a product for the luxury international traveller. We deliver concepts and projects have a distinctive style and personality all of their own and as such comfortably compete with the best of the rest. Every property that we have ever developed reflects an exclusive sense of place.
Why is it so important to design the “guest experience”?
Defining the guest experience and positioning of the business is the starting point and what we believe is absolutely key to the success of any new or existing operation. From there flows the creative process, market positioning and pricing, and finally the operational plan.
Do you have experience in marketing and distribution of luxury lodges and hotels?
We have access to some of the travel industry’s leading marketing minds and can advise on B2C and B2B launch strategies, global distribution and ongoing marketing initiatives which focus primarily on the consumer and travel media but not forgetting the travel trade. We are well connected to the world’s leading luxury travel operators - both retail and wholesale - and fully understand how this industry operates.
Do you get involved in developing the brand identity?
We have an obsessive attention to detail in creating the brand identity as logos are designed and colour palettes and fonts carefully chosen. But this is only the beginning – every guest touch point, whether hard or soft, must reflect and celebrate the values of the brand and to stray from this in any way ever is simply not an option. These range from external applications through to all internal and operational requirements, creating an invisible but powerful brand thread that runs through all the touch points of the business.
Do you get involved in training staff?
We assist and guide in formulating individual processes for every business and from there run workshops that define and affirm what the distinctive and non-negotiable personality and philosophy of the business are. This ensures that all team members believe in the values of the brand and understand what their role is in consistently and joyfully delivering guest delight. This results in a profitable and sustainable business. Our promise is to ensure that all the fundamentals are in place and that every staff member lives the dream.
Why is process so important in delivering the guest experience?
Practical implementation of process and structure is required to ensure the smooth running of any business. From kitchen flows, through to housekeeping solutions we provide detailed operating manuals and styling guides on all aspects of the day to day running of a lodge or small hotel. These easy-to-use tools make the dream a reality that sustains past the excitement of opening and become entrenched in the DNA of the operation.
Do you have an understanding of the financial workings of these projects?
Having managed operations for 25 years we have an in-depth understanding of the financial workings and challenges of a luxury lodge or small hotel. We are able to assist in the modelling of the business, creation of cost centres, and planning and budgeting to provide a solid management platform against which to measure the performance of the business.
How do we make sure that we maintain the quality of delivery on an on-going basis?
In order to maintain and improve the high standards and attention to detail created in the opening phase of the business we can assist with ongoing operational, styling, training and process input. We asses the experiences, feedback and recommend a way forward. Our reports are succinctly edited to provide practical and cost-effective inputs that challenge and inspire owners, management and staff while identifying real opportunities for guest delight and service innovation. Detailed costing for any equipment or training required can be provided.
In short, what are the steps that you take from project conception through to implementation?
This is an overview of what the process looks like:
Define the guest experience - curating and detailing the guest experience - a service mapping exercise.
Position the product in the marketplace - define the rate, who is the guest? How will we find them and how will they find us?
Design and cost the experience - buildings, operational equipment, staff training, opening and launch.
Create a sustainable business model and develop a 5 year business plan.
Define the staffing structures - agree staffing levels and structures required to deliver the agreed guest experience
Recruit the right people - assist with staff employment and identify Key Result Areas.
Immerse them in the product and the business through induction and skills development.
Living the brand through training and development - pre-opening and in-the-moment tutoring.
Installation – hands-on installation with the Fox Browne team.
Provide the team easy to use tools to sustain the experience, create product specific operating manuals and guides on all aspects of the business
On-going product audits and visits to maintain the quality of the product and advise our clients how to keep the brand thriving.