With a change in ownership the hotel had an initial to change its name.

But it quickly emerged that the hotel and its team needed a new vision and aspiration to inspire them.

After a period of work that included secret stays, customer surveys, market analysis, a series of workshops with management, all levels of the hotel team and the operator, we were able to give the hotel a new identity and ambition – to become York’s most loved hotel.

The positioning and proposition concept work allowed us to rename the hotel – and it’s two F&B outlets – using the same thought process rather than exploring territories that didn’t fit the brand concept.

As York’s oldest (opened in 1878) and largest (153 bedrooms) hotel, The Milner (named after a train station employee and wartime hero) celebrates its deep connection to the city’s history and the characters that have left their mark on the hotel, the station and the city.

Alongside creation of the overarching brand and visual identity, our work included customer experience, F&B outlet concepts and marketing collateral, even extending to staff culture and onboarding.