Frequently Asked Questions
In short, what is Fox Browne Creative?
We are a hospitality design studio that delivers inspired spaces with gracious hospitality across the developing world. Drawing on our rich expertise, we provide integrated and innovative architecture, interior design, and hospitality services that have a lasting and positive impact on the world.
What does Fox Browne Creative do?
Fox Browne Creative offers direction and assistance for the development of luxury lodges and small hotels. With 40 years of combined experience in luxury tourism and travel, we have 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 revolves around the guests and their experience during their stay. We possess a profound understanding of what resonates and what does not when creating and operating products for the luxury international traveler. Our concepts and projects boast a distinctive style and personality that competes comfortably with the best in the industry. Each property we develop 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, which we believe is absolutely key to the success of any new or existing operation. From there, the creative process, market positioning, pricing, and finally the operational plan flow naturally.
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 that focus primarily on consumers and travel media, while also considering the travel trade. We are well connected to the world’s leading luxury travel operators — both retail and wholesale — and have a comprehensive understanding of how this industry operates.
Do you get involved in developing the brand identity?
We pay obsessive attention to detail when creating the brand identity, designing logos, selecting colour palettes, and choosing fonts carefully. However, this is just the start – every guest touchpoint, whether physical or experiential, must consistently reflect and celebrate the brand's values. Straying from this approach is simply not an option. This consistency spans from external applications to all internal and operational aspects, creating an invisible yet powerful brand thread that runs through every facet of the business.
Do you get involved in training staff?
We assist and guide in formulating individual processes for every business. From there, we conduct workshops that define and affirm the distinctive and non-negotiable personality and philosophy of the business. This ensures that all team members believe in the brand's values and understand their role in consistently and joyfully delivering guest delight. As a result, this approach contributes to a profitable and sustainable business. Our promise is to ensure that all the fundamentals are in place and that every staff member embodies the brand's vision.
Why is process so important in delivering the guest experience?
Practical implementation of processes and structures is crucial to ensure the smooth running of any business. From kitchen workflows to housekeeping solutions, we provide detailed operating manuals and styling guides covering all aspects of the day-to-day operations of a lodge or small hotel. These easy-to-use tools make the dream a reality that endures beyond the excitement of the opening and becomes ingrained in the DNA of the operation.
Do you have an understanding of the financial workings of these projects?
With 25 years of experience in operations management, 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 modeling the business, creating cost centers, 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 refinement. We assess the guest experiences and 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 costings for any required equipment or training 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 Creative 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.
Ongoing product audits and visits to maintain the quality of the product and advise our clients on how to keep the brand thriving.