THE BRIEF

The newly opened DoubleTree by Hilton Malta represents a milestone for Hilton in the Mediterranean, not only as the largest of its kind in the region, but as the pilot site for a bold new approach to brand strategy within the group.

Hilton’s vision was to introduce two independent beach resort brands, Kora and Sabi, operating alongside the flagship property yet distinct from the traditional Hilton identity. This initiative marks a strategic shift towards creating sub-brands with their own personality, experience, and voice – a model that could redefine Hilton’s global brand architecture.

Steves&Co. was appointed from a shortlist of leading agencies to bring this vision to life, developing the market positioning, brand messaging, and communication strategy for Kora and Sabi. Our role was to prepare the brands for market launch, establishing how they would connect with audiences, stand independently, and represent Hilton’s hallmark of excellence in a fresh, relevant way.

OUR APPROACH

Our work began with defining how Kora and Sabi would live and communicate within Hilton’s evolving hospitality ecosystem. Our task was to shape their positioning, tone, and visual expression, ensuring each embodied a distinct experience while remaining consistent with Hilton’s global values and standards.

We developed a comprehensive communication and marketing framework to guide the full launch. This included audience segmentation, messaging pillars, and storytelling direction to differentiate Kora and Sabi while creating a unified narrative under the DoubleTree by Hilton Malta umbrella. We refined each resort’s tone of voice and personality, capturing Kora’s dynamic coastal vibrancy and Sabi’s calm, refined energy, and translated these into compelling narratives across every channel.

To drive awareness and engagement, we implemented a 360° marketing approach, integrating digital campaigns, PR, and influencer activations. Each element was crafted to build anticipation ahead of launch, generate conversation, and connect emotionally with prospective guests. We also supported Hilton’s internal teams with sales and MICE tools, custom brochures, and illustrated resort maps designed to enrich the guest journey and strengthen brand storytelling.

In parallel, we led the development of Kora and Sabi’s digital platforms, designing and developing immersive, conversion-driven websites with seamless UX/UI and integrated booking functionality. Each site was built to embody the atmosphere of its respective resort, turning online discovery into an experience of its own.

THE IMPACT

The launch of Kora and Sabi exceeded all expectations, surpassing Hilton Group’s performance targets across bookings, engagement, and brand awareness. Both resorts achieved full occupancy during their opening season, with digital campaigns driving exceptional reach and conversion rates that outperformed industry benchmarks. Website traffic translated directly into bookings, while PR and influencer collaborations generated major visibility both locally and internationally.

Through close collaboration with Hilton, Steves&Co. helped shape a new framework for hospitality brand communication, one that allows individuality and alignment to coexist. The success of this pilot project not only strengthened Hilton’s market presence in Malta but also set a new precedent for the group’s multi-brand strategy worldwide, redefining how new resort concepts are introduced and positioned across global markets.

PROJECT SERVICES

Tone of Voice, Brand Experience, Marketing Strategy, Brand Storytelling, Communications Strategy, Public Relations, Campaign Development, Messaging Frameworks, Content Strategy, Go-to-Market Planning, Multichannel Strategy, Copywriting, Web Design, UX/UI Design, Front-end Development, Back-end Development, Creative Direction, Art Direction, Campaign Design, Graphic Design, Advertising Artworks, Motion & Video, Editorial Design, Social Media Design, Digital Design, Social Media Strategy, Content Calendars, Paid Social Campaigns, Performance Marketing, Digital Advertising, Google Ads, Influencer Strategy, Social Analytics, Campaign Optimisation, Platform Strategy