Hotel Marketing 101: "The demand for luxury hotels"
May 8, 2010, 9:21 am
#1
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Hotel Marketing 101: "The demand for luxury hotels"
I am sure that in hotel schools and universities there are whole lectures about this subject, so to the pros on FT, please help me with recommendations for papers, articles, books:
What types of travelers stay in luxury hotels and what defines their choice of properties?
-> 4 P: I am looking at this from a brand communications perspective = PROMOTION as opposed to PRODUCT, PRICE, PLACE
As a layman I would define 3 major motives (Service Standards, Atmosphere, Peer Group) leading to
5 archetypical luxury hotel personalities:
(1) Motive: Service Standards. Balanced personality.
Seeking standardized "home away from home", providing decision safety -> The Four Seasons Personality
(2) Motive: Atmosphere. "Spoiling myself". Introverted personality.
a) traditional atmosphere, "old world charm", heritage -> The Orient-Express or Raffles Personality
b) contemporary atmosphere, "sense of place", serenity -> The Amanhotels Personality
(3) Motive: Peer Group. "See and be seen", making a conscious brand statement. Extroverted personality.
a) young / "HIP" -> The HIP & Design Hotel Personality
b) sophisticated, arrivé / "VIP" -> The VIP - Peninsula & Mandarin Oriental Personality
This would look nice in a circle graphic
The weakest explanation pattern of these Personalities is probably within the last one, the VIP Traveler.
Of course there is a certain overlap, short-time flexibility and long-time migration between the Personalities.
"The scientific theory I like best is that the rings of Saturn are composed entirely of lost airline luggage."
Mark Russell (1932 - )
What types of travelers stay in luxury hotels and what defines their choice of properties?
-> 4 P: I am looking at this from a brand communications perspective = PROMOTION as opposed to PRODUCT, PRICE, PLACE
As a layman I would define 3 major motives (Service Standards, Atmosphere, Peer Group) leading to
5 archetypical luxury hotel personalities:
(1) Motive: Service Standards. Balanced personality.
Seeking standardized "home away from home", providing decision safety -> The Four Seasons Personality
(2) Motive: Atmosphere. "Spoiling myself". Introverted personality.
a) traditional atmosphere, "old world charm", heritage -> The Orient-Express or Raffles Personality
b) contemporary atmosphere, "sense of place", serenity -> The Amanhotels Personality
(3) Motive: Peer Group. "See and be seen", making a conscious brand statement. Extroverted personality.
a) young / "HIP" -> The HIP & Design Hotel Personality
b) sophisticated, arrivé / "VIP" -> The VIP - Peninsula & Mandarin Oriental Personality
This would look nice in a circle graphic
The weakest explanation pattern of these Personalities is probably within the last one, the VIP Traveler.
Of course there is a certain overlap, short-time flexibility and long-time migration between the Personalities.
"The scientific theory I like best is that the rings of Saturn are composed entirely of lost airline luggage."
Mark Russell (1932 - )
Last edited by TrophyCollector; May 8, 2010 at 11:27 am
May 8, 2010, 10:41 am
#2
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Join Date: Jun 2006
Location: IAD/DCA
Posts: 31,797
some discussion in this thread >
http://www.flyertalk.com/forum/luxur...ury-hotel.html
pretty sure i sent you this (before).. i thought it was interesting
http://www.elitetraveler.com/busines...-%209.5.06.pdf
http://www.flyertalk.com/forum/luxur...ury-hotel.html
pretty sure i sent you this (before).. i thought it was interesting
http://www.elitetraveler.com/busines...-%209.5.06.pdf
Last edited by Kagehitokiri; May 8, 2010 at 11:27 am
May 8, 2010, 11:21 am
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pretty sure i sent you this, i thought it was interesting
http://www.elitetraveler.com/busines...-%209.5.06.pdf
http://www.elitetraveler.com/busines...-%209.5.06.pdf
They distinguish between Trendsetters, Winners, Connoisseurs
(I was not too far off
):
Hotels/Resorts
The New Jet Set spend as much time traveling as
they do on their home turf and, as a result, hotels and resorts have become
an important part of many wealthy individual’s lifestyles.
Trendsetters favor what they perceive to be hot properties and are influenced
by celebrity sightings and editorial coverage of new features and unique design.
They are also interested in having one-of-a-kind experiences during their hotel stay.
Media coverage of high-profile parties can appeal to both Trendsetters and
Winners, as they convey both a desirable destination and an exciting way to
reward and indulge.
Winners may also be interested in event planning services and the option of
property “takeovers,” a situation in which a single person occupies an entire
hotel or resort for a celebration (see Events at Hotels/Resorts).
Connoisseurs are extremely knowledgeable and can often readily name the hotels
they believe have the most outstanding features – private villas with plunge pools,
personal concierges, and the most secluded and exotic locations, for instance.
One businessman we spoke to described himself as a “collector” of a particular
hotel chain, vowing to visit every new property within a year of its opening.
This Connoisseur knew most of the general managers by name and had three
of them programmed into his cell phone.
Hotels and Resorts should focus on experiences, not price, when targeting
The New Jet Set.
The New Jet Set spend as much time traveling as
they do on their home turf and, as a result, hotels and resorts have become
an important part of many wealthy individual’s lifestyles.
Trendsetters favor what they perceive to be hot properties and are influenced
by celebrity sightings and editorial coverage of new features and unique design.
They are also interested in having one-of-a-kind experiences during their hotel stay.
Media coverage of high-profile parties can appeal to both Trendsetters and
Winners, as they convey both a desirable destination and an exciting way to
reward and indulge.
Winners may also be interested in event planning services and the option of
property “takeovers,” a situation in which a single person occupies an entire
hotel or resort for a celebration (see Events at Hotels/Resorts).
Connoisseurs are extremely knowledgeable and can often readily name the hotels
they believe have the most outstanding features – private villas with plunge pools,
personal concierges, and the most secluded and exotic locations, for instance.
One businessman we spoke to described himself as a “collector” of a particular
hotel chain, vowing to visit every new property within a year of its opening.
This Connoisseur knew most of the general managers by name and had three
of them programmed into his cell phone.
Hotels and Resorts should focus on experiences, not price, when targeting
The New Jet Set.
May 8, 2010, 11:33 am
#4
Join Date: May 1999
Location: Tucson, AZ
Programs: Marriott LTT, Hilton Dia, Hyatt Expl, Avis Pres, Hertz Pres, National EE, AA Gold, UA Silver
Posts: 871
I've read a couple of Harvard Business Review Case Studies this past year that touch on this, although not nearly as directly as Kage's suggested article.
Rosewood Hotels and Resorts: Branding to Increase Customer Profitability and Lifetime Value
Four Seasons Goes to Paris: "53 Properties, 24 Countries, 1 Philosophy"
Rosewood Hotels and Resorts: Branding to Increase Customer Profitability and Lifetime Value
Four Seasons Goes to Paris: "53 Properties, 24 Countries, 1 Philosophy"
Apr 22, 2015, 8:03 am
#5
Moderator: Luxury Hotels and FlyerTalk Evangelist
Join Date: Sep 2002
Location: Palo Alto, California,USA
Posts: 17,856
As the OP has been suspended, I am closing this thread.
RichardInSF, moderator, luxury hotels
RichardInSF, moderator, luxury hotels