Luxury Hotel Marketing loses sight of reality?
Oct 3, 2011, 5:45 am
#1
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Luxury Hotel Marketing loses sight of reality?
After the launch of R-C's latest marketing campaign - http://www.youtube.com/ritzcarlton - I wonder if luxury hotel marketing has finally lost sight of the realities of hotel keeping. Given that many high-end guests are savvy and worldly wise, I wonder why companies such as R-C create marketing that is clearly aimed at the more aspirational C2s of socio economics. What do you think? Does anyone do really great high-end hotel marketing out there?
Oct 3, 2011, 7:15 am
#2
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I assume you are referring to the "skilled working class" when you say "C2" in the socio-economical model? If so, I´d definitely disagree with you. The C2 group more consists of people staying at Holiday Inns etc. and when asked to name a luxury hotel would answer with "Hilton" or something similar.
I´d say the ad targets the middle to upper middle class, but IMO the ad is much too long and thus ineffective.
I´d say the ad targets the middle to upper middle class, but IMO the ad is much too long and thus ineffective.
Oct 3, 2011, 8:13 am
#3
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I assume you are referring to the "skilled working class" when you say "C2" in the socio-economical model? If so, I´d definitely disagree with you. The C2 group more consists of people staying at Holiday Inns etc. and when asked to name a luxury hotel would answer with "Hilton" or something similar.
I´d say the ad targets the middle to upper middle class, but IMO the ad is much too long and thus ineffective.
I´d say the ad targets the middle to upper middle class, but IMO the ad is much too long and thus ineffective.
Oct 3, 2011, 8:21 am
#4
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I think it's pretty common knowledge by those of us who 'know' that RC ceased being a true luxury brand (well, across 95% of their properties) for quite some time now. Perhaps this campaign is just acknowledging that and is going after people that they are most likely to attract anyway.
Oct 3, 2011, 9:54 am
#6
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The only FS print ad I have seen that really hooked me was just before FS Florence opened - the one that shows the man renovating the ceiling of the Royal Suite. What I don't like about their ads is when they show lots of 'lifestyle' couples looking wooden, as with the early photography for FS Park Lane.
Oct 3, 2011, 10:07 am
#7
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"many" may be an overstatement. the regular here is extremely unusual. for example, they are better traveled than thousands of destination club members with net worths of $10-$15MM.
the economy killed the aspirational market.
demographics arent informative. i like these psychographics >
connoisseur
trendsetter
winner
poor mass communications can mainly be explained by faulty assumptions.
quality is rare in everything, especially as standards decrease.
but the bottom line is only increasing awareness matters.
new york (although horribly misleading re scale of this suite)
http://magazine.elitetraveler.com/el...04/?pg=42&pm=1
http://magazine.elitetraveler.com/el...04/?pg=42&pm=1
Last edited by Kagehitokiri; Oct 3, 2011 at 10:13 am
Oct 3, 2011, 4:19 pm
#8
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The FS print ad campaign is still aspirational (large room, comfortable in a robe and slippers, kids playing quietly at the window) without overpromising. FS delivers a message with compelling imagry rather than specific promises. Individuals can picture themselves in that environment.
--Mark
Oct 4, 2011, 12:44 am
#9
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Both Ritz Carlton with their fake promises and Four Seasons with their absolutely cheesy imagery make lousy advertising in the style of the early 90s.
As a luxury traveller in the year 2011/2012, I am not appealed by it at all.
On the contrary: I am really ashamed when I see it whilst often staying in these hotels.
They should all fire their lousy oldschool advertising agencies and hire modern and innovative communication agencies instead.
As a luxury traveller in the year 2011/2012, I am not appealed by it at all.
On the contrary: I am really ashamed when I see it whilst often staying in these hotels.
They should all fire their lousy oldschool advertising agencies and hire modern and innovative communication agencies instead.
Oct 4, 2011, 5:49 am
#10
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Here is Shangri-La's latest TV commercial from their "In Our Nature" campaign-
http://ournature.shangri-la.com/en/#/tvc/
And the making of the commercial-
http://ournature.shangri-la.com/en/#/makingof/
http://ournature.shangri-la.com/en/#/tvc/
And the making of the commercial-
http://ournature.shangri-la.com/en/#/makingof/
Last edited by MikeFromTokyo; Oct 4, 2011 at 5:58 am
Oct 4, 2011, 6:42 am
#11
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After the launch of R-C's latest marketing campaign - http://www.youtube.com/ritzcarlton - I wonder if luxury hotel marketing has finally lost sight of the realities of hotel keeping. Given that many high-end guests are savvy and worldly wise, I wonder why companies such as R-C create marketing that is clearly aimed at the more aspirational C2s of socio economics. What do you think? Does anyone do really great high-end hotel marketing out there?
Oct 4, 2011, 7:14 am
#12
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Here is Shangri-La's latest TV commercial from their "In Our Nature" campaign-
http://ournature.shangri-la.com/en/#/tvc/
And the making of the commercial-
http://ournature.shangri-la.com/en/#/makingof/
http://ournature.shangri-la.com/en/#/tvc/
And the making of the commercial-
http://ournature.shangri-la.com/en/#/makingof/
Oct 4, 2011, 7:20 am
#13
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I totally agree that demographics are old hat. Psychographics have always been more informative and accurate - the attitude of the guest rather than their economic status. Even so, I am not sure that connoisseur, trendsetter and winner quite encompass the market. How, for instance, would we equate those psychographics with Amanjunkies?
Oct 4, 2011, 9:58 am
#14
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aspirational market
most here are connoisseurs, although there are some trendsetter elements (new, design/art, food)
the one thing about the new orient express short films is that the employees are apparently real
i recall 2 employee characters in ritz carlton's short films a few years, no idea if real employees
most here are connoisseurs, although there are some trendsetter elements (new, design/art, food)
the one thing about the new orient express short films is that the employees are apparently real
i recall 2 employee characters in ritz carlton's short films a few years, no idea if real employees
Last edited by Kagehitokiri; Oct 4, 2011 at 10:04 am
Oct 4, 2011, 8:13 pm
#15
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After the launch of R-C's latest marketing campaign - http://www.youtube.com/ritzcarlton - I wonder if luxury hotel marketing has finally lost sight of the realities of hotel keeping. Given that many high-end guests are savvy and worldly wise, I wonder why companies such as R-C create marketing that is clearly aimed at the more aspirational C2s of socio economics. What do you think? Does anyone do really great high-end hotel marketing out there?
Each hotel might have this ad running on a loop on one of their internal TV channels. During turn-down service, the TV will be tuned to this channel.
Or when the guest turns on the TV, this ad will start playing?