Launching Novotel Regensburg During a Pandemic

Opening a hotel during the height of a global pandemic is no easy task — but Novotel Regensburg succeeded in doing just that, thanks in part to the strategic and operational support of Markus Mensch and his team. From the earliest stages, the hotel relied on full-service guidance through every phase of the launch.

Full Preopening Support, In-House Systems, Award-Winning Campaigns & Community Activation

During the repeated lockdowns of 2020, all marketing initiatives had to be handled with extra sensitivity and adaptability. Markus Mensch supported the hotel across multiple departments, leading the development of in-house marketing systems, pricing strategies, and departmental processes for front office, group sales, and reservations. As a Rooms Division expert, he offered hands-on support to build structure and consistency throughout daily operations.

A major focus was the creation of pricing models and packages for the event and conference segment, tailored to both corporate and hybrid formats under changing regulations. The in-house marketing was carefully adapted to the visual and strategic guidelines of the franchise, ensuring brand consistency while building a localized message.

To establish the hotel within the neighborhood and community, local marketing activations were created — targeting nearby residents and businesses to build awareness and generate goodwill. At the same time, strategic partnerships were formed with brand ambassadors and influencers to extend the hotel’s digital reach. One highlight was a collaboration with a professional triathlete, resulting in an in-room fitness concept and a branded running route for active guests.

The marketing strategy also included GM-hosted events, local PR campaigns, and the complete setup of paid social media ads. One of the standout achievements: the restaurant campaign developed by Markus Mensch for the hotel’s dining venue, which received industry recognition and awards for its creativity and performance.

That restaurant, developed under the name Golden & Brown, was co-conceptualized by Markus Mensch’s team — including brand development, food & beverage positioning, and launch strategy. In addition, all in-house upselling materials, such as room service menus and point-of-sale displays, were created and paired with staff training to ensure consistent delivery.

Despite the challenging conditions, Novotel Regensburg launched successfully with a clear brand presence, strong internal structure, and creative campaigns that positioned the hotel as a smart, future-ready player in the regional hospitality market.

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