We’re delighted to announce that 80 DAYS and The Savoy have been shortlisted in the ‘Best Use of Data’ category at the Travolution Awards 2025, recognising our strategic collaboration to reposition one of the world’s most iconic hotels.
The shortlisting celebrates the powerful combination of deep market research, bold creativity and intelligent activation that helped The Savoy reclaim its voice and confidently reposition as ‘The Original’ - a brand rooted in heritage but made for today.
The project was underpinned by an extensive research programme spanning global travellers, loyal guests, local audiences and internal stakeholders. This work revealed a clear opportunity: while The Savoy enjoyed exceptional awareness, perceptions were fractured. The challenge wasn’t to change the story - it was to unify it.
“What we’ve got now is a very solid comms strategy from all angles - internal, external, across all channels. It’s very consistent,” said Sam Riches, Director of Sales & Marketing at The Savoy.
"Our new brand positioning has changed how we make decisions. We have a framework now. From sales decks to the naming of Scoff, everything ladders up. That’s what this work unlocked - absolute clarity."
Sam Riches, Director of Sales & Marketing, The Savoy
The result was more than a new brand position. It was a cultural shift. Since the repositioning, The Savoy has launched:
- The Originals Campaign, where modern creators reimagined the hotel’s history
- The Originals Podcast, hosted by Alex Zane, spotlighting creativity and originality
- Scoff, a quirky new sub-brand inspired by culinary pioneer Escoffier
- Cross-departmental brand training for over 200 team members
“The brilliance of The Originals campaign and positioning is that it worked in both directions,” said Chloe Johnson, Brand Manager at 80 DAYS. “It paid homage to the past, but its true power was in showing what originality means now. This approach was only possible because of the data.”
David Gardner, Managing Partner at 80 DAYS, concludes: “We’re proud that The Savoy trusted us with such a culturally significant brand. The insights unlocked by our research weren’t just powerful - they were transformative.”
This shortlisting is testament to a partnership that turned insight into action, and action into impact. The winners will be announced in London on 2nd December 2025.