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Luxury Hotel Marketing loses sight of reality?

Luxury Hotel Marketing loses sight of reality?

Old Nov 8, 18, 8:47 am
  #166  
 
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Originally Posted by Kagehitokiri View Post
"aspirational" has never made any sense, at least "once-in-a-lifetime" actually applies to some people (not here though)

are there numbers for how big chinese market is for luxury in maldives and bali? bora bora and hawaii have LA regulars

credit for photo reality >
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Last time we were in the Maldives there was a Maldives tourism magazine in the waiting area/terminal for our flight from Male to the resort. IIRC, I thought Chinese tourism was 30-40% of total visits to the Maldives. There ought to be some data out there, at very least, origin of flights would give you some idea.
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Old Dec 21, 18, 2:54 pm
  #167  
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fourseasons.com/popdown
"invitation-only evening"
"Instagrammable florals"

Last edited by Kagehitokiri; Dec 21, 18 at 3:04 pm
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Old Dec 21, 18, 4:59 pm
  #168  
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Originally Posted by Kagehitokiri View Post
fourseasons.com/popdown
"invitation-only evening"
"Instagrammable florals"
A lot of flagship properties already have IG friendly florals. A lot of FS Seoul posts on Instagram are for the Nikolai Bergmann seasonal florals or the Christmas displays.
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Old Feb 6, 19, 8:37 am
  #169  
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it is never possible to appeal equally to everyone. there may be hope that some brands (like equinox) pull certain guests from FS etc. there should absolutely be brands that have different emphasis. but it is possible that such things will only make FS etc change more to not lose certain guests, if for example there are a few that are high value. the reality is one cannot simply market to each specific group, but that is what is done. and these days that even transcends just marketing. likely hotel owners are a massive and underappreciated factor here. unfortunately i just do not see brands choosing standards over supposed flexibility. when there are hotel residences, that is another factor, in different ways. based on whether residences are in inventory or not, and whether rented or not and for how long.

how often are things not really trends, but hotel brands are told they have to respond to them. is there much oversight of contracted PR and ads.

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Old Feb 6, 19, 10:18 am
  #170  
 
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i haven't been here in so very long! nice to see familiar names.
i've become incensed by the whole influencer/social media presence at lux hotels.
social media & lux travel - i've unfollowed all social media accounts where influencers dominate a particular lux hotel feed. my take is this type of marketing is not reality. it's a personal business, looking good and taking selfies for personal benefit. i have nothing against the career choice of an influencer...go for it! goodness, i've 4 20-somethings in my household and they DO follow this stuff. but do they patronize these places? no. they don't have the money or they choose to spend their money on other things. they FOLLOW and they LOOK at this stuff.
would love to know, is this demographic shift, social media marketing, effective in lux travel...does it increase the bottom line...does it attract the trendy and hip who spend a significant amt of money at the property...and the bigger question - is this type of marketing creating brand loyalty? isn't that the goal?
i've drastically changed travel plans to avoid any lux property dominated by social media influencers clearly marketing to the hip and trendy. specifically i've stayed at only 1 four seasons in the past 2 years and for this reason. in this context, i'm early 50's, i travel with my 20-somethings, am fun and adventurous but NOT trendy and hip. when choosing to spend $400-$1k/night on a room i want tradition, serenity, peace, genuine service, comfort and i want to feel welcome. when at a lux property i don't want any association with trendy and hip!
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Old Feb 6, 19, 12:11 pm
  #171  
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you called it with FS vibe thread how many years ago. FS denver only stopped some of it because condo owners moved in and said, heck no.

what brands are not as bad? or better to look for small independent with little presence?

definitely a part of my losing interest in luxury hotels (and cities and restaurants)

unfortunately proof is often correlated without having been caused, and lost revenue can be hard if not impossible to measure

sometimes extremely young kids of rich parents ("rich kids on instagram") are targeted, including by celebrities being paid cash by hotels to stay and post social media, because kids can influence property selection, especially sometimes when parents do not care/select. this forum is totally different from how most travelers handle their travel.

some young do spend money, on this forum it is almost entirely for quality, whereas today vast majority of young spend for trendiness

satire re bad decisions not just in hospitality
previously linked The Expert >
youtube.com/watch?v=BKorP55Aqvg
has sequels >
youtube.com/watch?v=mokllJ_Sz_g
youtube.com/watch?v=u8Kt7fRa2Wc

at least some luxury hotel brands do seem to continue delaying openings when necessary

presumably most owners would not like some like aman historically doing little if any hype

Last edited by Kagehitokiri; Feb 6, 19 at 1:55 pm
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Old Feb 6, 19, 1:35 pm
  #172  
 
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excellent post - as usual

Originally Posted by Kagehitokiri View Post
definitely a part of my losing interest in luxury hotels (and cities and restaurants)
some young do spend money, on this forum it is almost entirely for quality, whereas today vast majority of young spend for trendiness
Yes, yes and a big NO dear friend, restaurants are my main focus when going somewhere .

Regarding "trendiness" of the rogue millennial's: this will stop sharply as soon as the inevitable global conflict will heavily affect the inflated economies based on credit and false promises.

P.S.. Found your three you tube suggestions not funny at all, nearly had to vomit - so realistic
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Old Feb 6, 19, 1:55 pm
  #173  
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some fine dining fans here are skeptical re degustation and contemporary

re contemporary hotels, some abandon comfort, function, service.
some trends including in hotels abandon quality and substance.
some dining not intended to taste 'good' , similar for some hotels

its not just youngest who spend on trendiness, many are not even selecting luxury hotel they stay in, so for example how luxury travel agents are being influenced by all sorts of factors. one of the thing that keeps growing today is how much influence there is and how much is spent on influence. most have no awareness of how much is going on beneath the surface, and some don't care.

vs this forum, which has seemed to be mostly "connoisseurs" >
forbes.com/sites/russalanprince/2013/07/02/the-three-faces-of-luxury

would be great if there is pendulum on social media etc, but who knows.
re "reality" - have most things lost sight of reality or chosen to ignore it

pretty sure most of those here using social media dont take it 'too seriously'

some other thoughts
Originally Posted by Kagehitokiri View Post
perhaps there is hope for more brands like firmdale, como, etc. believe both are all owned, and not expensive trophy properties like dorchester.

the problem with media and social media these days is exponential focus on flashy. yes, flash can be expensive. but there is plenty that can be expensive that has zero to do with flashy, where i think there are missed opportunities for luxury hotels to be earning and profiting. PR about delivering things that matter to guests does not have to be specific.
Originally Posted by Kagehitokiri View Post
if only service was a less abstract and more easily understood and quantified thing.
edit - the profit is partly by getting, keeping, and 'encouraging' guests.
recent reaction to some television coverage >
Originally Posted by Pausanias View Post
documentary on Cliveden which aired last night on Channel 4? It was fascinating and horrifying at the same time. You do have to wonder if this is the sort of PR Cliveden wants or needs as it came across as bling central with the tackiest guests you can imagine
Originally Posted by vuittonsofstyle View Post
I did see it and tend to agree with you. Maybe it was done to raise their TripAdvisor rating.
Originally Posted by Londonjetsetter View Post
That series has put me off ever wanting to go to Cliveden. Why on earth would they agree to it? It shows how understaffed and chaotic the place is and focuses on the most vulgar and tacky guests.
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Last edited by Kagehitokiri; Feb 6, 19 at 2:26 pm
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Old Feb 6, 19, 3:22 pm
  #174  
 
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I think for certain properties influencers work, but certainly very specific. A FS GM told me over tea last year that for his property they get several requests a day from influencers, but they are very particular about who they work with (for this property this was true). They mostly come, do their thing with pictures and all that jazz and leave on to the next property -- interestingly they know next to nothing about the industry (there are exceptions), they can be quite demanding but in reality they get a solid room (not an over the top suite), a standardized amenity from PR (they call it press amenity) and breakfast.

What annoys me is that sometimes they don't even understand the property at all. They photoshop their pictures (many times not really flattering), and butcher these pictures beyond repair. We do not live in a candy colored world where everything comes in pastel colors and most properties do not look good with these filters. It is amusing that some post pictures which are in fact 5 years old... when you point out that this part of the hotel does not exist anymore in that form (due to renovations), they either delete the comment or just object... simply because they aim to give away the feeling of constant travel, while sitting at home in Dagenham with 4 roommates and 2 cats, saving for Rimowa x Supreme luggage.

There is a demographic which books hotels according to familiar Instagram stories, so yes they do exist and with the ever increasing hype of "experiences" in the industry, many hotels are indeed quite enamoured... however then please don't complain they account mostly for standard rooms through booking.com or lobby visits in which endless selfies are taken while disturbing other guests.

A well managed Instagram account is a necessity these days -- of course -- but somehow I quite like the understated elegance of various MO accounts, compared to the ostentatious influencer addiction of certain FS (hello George V). Not too long ago, most properties were quite "hush" about their guests. I recall that during a visit of a wonderful French-Canadian singer the team at George V wouldn't confirm the obvious to a guest asking, in the name of privacy (thank god). Last year they were apologetic about the disturbances in the lobby while casually mentioning that Kris Jenner made her way through the masses in front of the hotel. How things have changed!

FS usually have their PR Director/manager take care of individual property accounts, some properties have a dedicated social media specialist (George V for example hired young professional from beauty industry to take care of their channels and she specializes in Influencer marketing -- this was after Florence Dubois' departure). Peninsula also recently jumped on the train. The latest I heard regarding hard numbers is that it is very difficult to estimate them, but actual bookings made solely because of influencer exposure are very low (though rising). Often especially millennials these days know the best hotels, though then find comparable (lesser) choices online or AirBNB.

I am personally most happy to be in a hotel or resort and not have to see a camera or a drone.

Some destinations prone to social media are (in no particular order): Mexico, Caribbean, Vegas, Bora Bora, Maldives, Seychelles, Paris, London, Marrakech, Hawaii, Greece (Mykonos, Santorini). Well known and somewhat exotic, but still mass market to appeal to as many as possible.
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Old Feb 6, 19, 6:12 pm
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What annoys me is the absence of notification of advertisement in the accounts of the influencers. No mention that the rooms are not the entry level, but an upgraded room. Don’t let me think that the room being pictured is a regular room.
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Old Feb 6, 19, 6:16 pm
  #176  
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speaking of hotels falsely advertising rooms and pools, FS seychelles >

Originally Posted by xracer View Post
That pool in the picture is of a private pool in a private residence. That residence is not in the rental pool.
seem to recall a number of examples, by hotels themselves, not just 3rd parties

will be interesting to see FS philadephia website photos after it opens >
https://www.flyertalk.com/forum/30690409-post549.html
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Last edited by Kagehitokiri; Feb 7, 19 at 9:36 am
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Old Feb 7, 19, 12:58 am
  #177  
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Originally Posted by LinLant View Post
What annoys me is the absence of notification of advertisement in the accounts of the influencers. No mention that the rooms are not the entry level, but an upgraded room. Donít let me think that the room being pictured is a regular room.
They're supposed to put #ad but most of them don't. They want to show off that champagne lifestyle.

Originally Posted by scented View Post
I think for certain properties influencers work, but certainly very specific. A FS GM told me over tea last year that for his property they get several requests a day from influencers, but they are very particular about who they work with (for this property this was true). They mostly come, do their thing with pictures and all that jazz and leave on to the next property -- interestingly they know next to nothing about the industry (there are exceptions), they can be quite demanding but in reality they get a solid room (not an over the top suite), a standardized amenity from PR (they call it press amenity) and breakfast.

What annoys me is that sometimes they don't even understand the property at all. They photoshop their pictures (many times not really flattering), and butcher these pictures beyond repair. We do not live in a candy colored world where everything comes in pastel colors and most properties do not look good with these filters. It is amusing that some post pictures which are in fact 5 years old... when you point out that this part of the hotel does not exist anymore in that form (due to renovations), they either delete the comment or just object... simply because they aim to give away the feeling of constant travel, while sitting at home in Dagenham with 4 roommates and 2 cats, saving for Rimowa x Supreme luggage.

There is a demographic which books hotels according to familiar Instagram stories, so yes they do exist and with the ever increasing hype of "experiences" in the industry, many hotels are indeed quite enamoured... however then please don't complain they account mostly for standard rooms through booking.com or lobby visits in which endless selfies are taken while disturbing other guests.

A well managed Instagram account is a necessity these days -- of course -- but somehow I quite like the understated elegance of various MO accounts, compared to the ostentatious influencer addiction of certain FS (hello George V).
Most influencers don't understand the property but are there to show off. How many times I've seen on a hotel's Instagram stories where an influencer is spread out on a window sill in a bathrobe. For Korea, I know some hotels there work with the Chinese influencers and portal sites. It can bring in guests, but, they're the ones booking standard rooms and not spending inside the hotel.

Instagram really is essential for a luxury hotel. A lot of Koreans go to the hotel hashtag page and scope out destinations that way. Reading and seeing what people have posted then use a 3rd parry site to book it.

Last edited by Aventine; Feb 7, 19 at 1:13 am
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