The Savoy has been announced as the winner of the HSMAI Europe Award for Best Use of Brand - a landmark moment for one of London’s most iconic hotels and its long-standing partnership with hospitality specialists 80 DAYS.
The prestigious award recognises hotels that use brand as a long-term driver of business performance and market leadership. In selecting The Savoy, HSMAI judges praised a disciplined, insight-led approach that restored clarity and confidence in one of the world’s most competitive luxury markets.
For more than 135 years, The Savoy has played a defining role in shaping London’s cultural and hospitality identity. In 2025, judges highlighted how a rigorous, data-informed renewal sharpened the hotel’s sense of originality - bringing its storied heritage into a modern, confident expression that continues to resonate with today’s audiences.
Rather than treating brand as a campaign or cosmetic refresh, the judges noted how The Savoy embedded its brand strategy as a business-wide framework. Activated consistently across every touchpoint, the refreshed brand strengthened internal alignment, sharpened marketing positioning and translated brand thinking into clear commercial growth. The Savoy’s heritage was not reinvented, but refocused into a distinctive identity that could guide both their culture and performance.
The result was “The Original”, a positioning that reasserts their pioneering spirit, storytelling legacy and enduring glamour. However, the work extended far beyond positioning, shaping communications, partnerships and decision-making right across the organisation. Externally, this renewed clarity came to life through initiatives including The Originals campaign and podcast, alongside the launch of Scoff, a playful new sub-brand inspired by culinary pioneer Auguste Escoffier.
Olivia Smith, Digital Marketing Manager at The Savoy, commented:
“This award really reflects the commitment and belief of the entire team at The Savoy, and the strong foundations laid through close collaboration with our partners at 80 DAYS. It’s a proud moment that recognises not just the work itself, but the people, both past and present, who have helped shape the brand’s direction and bring it to life.”
Chloe Johnson, Brand Manager at 80 DAYS, said:
“The Savoy already had everything it needed. Our role was to help bring focus, consistency and belief to a story that could be lived across the entire organisation.”
David Gardner, Managing Partner at 80 DAYS, added:
“This award recognises brand used properly - as a strategic discipline, not a marketing exercise. The Savoy’s ambition and bravery made this work truly exceptional.”
The win reflects the strength of the partnership between The Savoy and 80 DAYS and what can be achieved when shared ambition, trust and belief in brand come together.
De L'Europe - Best Digital Marketing Campaign
The awards also marked a strong night for another 80 DAYS client, De L’Europe, who were shortlisted for Best Digital Marketing Campaign - a hotly contested category with over 100 entries, making shortlisting an achievement in its own right. Judges recognised the hotel’s AI-powered, full-funnel campaign promoting its ’t Huys designer suites, praising its blend of cultural storytelling, first-party data and advanced use of Google’s performance ecosystem. The campaign was noted for delivering significant growth in bookings and revenue, while simultaneously strengthening De L’Europe’s global brand positioning and long-term relevance in the luxury market.