Luxury Hotel Marketing loses sight of reality?
Apr 15, 2017, 6:03 am
#121
formerly known as deathscar
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Finolhu in the Maldives recently paid for Cara and Poppy Delevingne and 160 of their friends, including a couple of friends of mine, to spend a week at the resort. In return they were asked to post photos on Instagram. Apparently it was a completely debauched week with non stop parties and no sleep. Interestingly the editor of Conde Nast Traveller in the UK, who happens to be Cara and Poppy's aunt, was also there. Unbiased journalism!?
All night long parties in Vegas? Sure.
Why the hell would you go to a culturally interesting and scenic place such as Bali and just do what you do in Vegas anyway? Bizarre logic.
Apr 15, 2017, 2:20 pm
#122
Join Date: Dec 2004
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Finolhu in the Maldives recently paid for Cara and Poppy Delevingne and 160 of their friends, including a couple of friends of mine, to spend a week at the resort. In return they were asked to post photos on Instagram. Apparently it was a completely debauched week with non stop parties and no sleep. Interestingly the editor of Conde Nast Traveller in the UK, who happens to be Cara and Poppy's aunt, was also there. Unbiased journalism!?
These type of "influencer" campaigns send me running away from the property. Then again, I guess I am not the target market and my Milennial son is.
Apr 15, 2017, 2:33 pm
#123
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Finolhu in the Maldives recently paid for Cara and Poppy Delevingne and 160 of their friends, including a couple of friends of mine, to spend a week at the resort. In return they were asked to post photos on Instagram. Apparently it was a completely debauched week with non stop parties and no sleep. Interestingly the editor of Conde Nast Traveller in the UK, who happens to be Cara and Poppy's aunt, was also there. Unbiased journalism!?
But paying for 160 people to party at their resort? That's some major $$$$$$ in terms of actual costs and lost revenue.
Apr 15, 2017, 10:30 pm
#124
Join Date: Nov 2007
Posts: 2,946
But at least this guy conveys a certain 'lifestyle' that the targeted clientele of the resort could relate to... much better than video games and YouTube 'fun' content. Although I agree generally.
This influencer and imagery is the 2017 version of the O&O ads we saw a couple years ago, in which couples enjoyed the beach in dim lighting.
This influencer and imagery is the 2017 version of the O&O ads we saw a couple years ago, in which couples enjoyed the beach in dim lighting.
Apr 16, 2017, 5:55 am
#125
Join Date: May 2014
Posts: 102
I suppose it's in order to create a market for the future. Something for his followers to add to their "bucket list" (really hate this term... especially as I now encounter people who use it as a verb "bucket listed, to bucket list, will bucket list") for when they can afford it.
On the opposite end, people who have just made it but after years of striving might want to picture themselves as young and fit like this guy. He's aspirational for both sides of the spectrum. That's why they think it's a good idea.
Sophisticated connoisseurs such as those who frequent this forum will no doubt see through it.
On the opposite end, people who have just made it but after years of striving might want to picture themselves as young and fit like this guy. He's aspirational for both sides of the spectrum. That's why they think it's a good idea.
Sophisticated connoisseurs such as those who frequent this forum will no doubt see through it.
Apr 16, 2017, 7:16 am
#126
Join Date: Jan 2014
Posts: 1,265
vuittonsofstyle started this thread back in 2011 with many high-end groups losing the sight of reality at the time...
Sadly I believe that this is very much true today, even more than before. The icing on the cake lately is, for me at least, a high-end hospitality group comping a stay of a so-called 'influencer' at one of their Maldivian resorts for (positive) coverage. This may not seem strange in itself, however when you take into account that his person is a YouTuber, focused on video games and the sorts with a target audience of 14-19 year olds, it becomes laughable.
I understand influencers are the new bloggers, who are the new editors, who are the new critics (and so on...), but never have I seen anything as misplaced. Other than the number of followers, have they ever thought about who they aim to attract? I don't believe a 14 year old with interests in video games and a disposable income of 100-something $ per month will book a stay at a Maldives luxury resort anytime soon. I am happy to see that person enjoyed his stay on the island, however looking at the pictures I don't see how this all seems to work.
Influencers do make sense, at least when their profession is 'modeling' and the likes... but this is certainly a new low and not a strategic fit.
Sadly I believe that this is very much true today, even more than before. The icing on the cake lately is, for me at least, a high-end hospitality group comping a stay of a so-called 'influencer' at one of their Maldivian resorts for (positive) coverage. This may not seem strange in itself, however when you take into account that his person is a YouTuber, focused on video games and the sorts with a target audience of 14-19 year olds, it becomes laughable.
I understand influencers are the new bloggers, who are the new editors, who are the new critics (and so on...), but never have I seen anything as misplaced. Other than the number of followers, have they ever thought about who they aim to attract? I don't believe a 14 year old with interests in video games and a disposable income of 100-something $ per month will book a stay at a Maldives luxury resort anytime soon. I am happy to see that person enjoyed his stay on the island, however looking at the pictures I don't see how this all seems to work.
Influencers do make sense, at least when their profession is 'modeling' and the likes... but this is certainly a new low and not a strategic fit.
Apr 16, 2017, 1:31 pm
#127
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Apr 19, 2017, 3:58 am
#128
Join Date: Feb 2005
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Posts: 1,068
Well then let me cross Finolhu off my list as I would never want to be at a resort with those people. Sort of like that "Real Housewives of Atlanta" person and her family that made it very unpleasant for guests at Amanyara.
These type of "influencer" campaigns send me running away from the property. Then again, I guess I am not the target market and my Milennial son is.
These type of "influencer" campaigns send me running away from the property. Then again, I guess I am not the target market and my Milennial son is.
Apr 21, 2017, 10:37 am
#129
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Finolhu only has 125 rooms, so exclusive to those 162+ guests
note Finolhu website and comments from ridefar, its like W
owners can do whatever they want, costs are not published prices
going back to the post which bumped this thread - there is a difference between paying guests taking photos and nonpaying guests, on top of it being the job of these nonpaying guests to take these photos, presumably properties want as many photos as possible, again the balance is between all guests but clearly especially paying and top agents. (besides agents, in publishing there are rarely testimonials along the lines of those received by Elite Traveler and likely Gallivanters Guide. as Andrew Harper and several others became agencies.)
note Finolhu website and comments from ridefar, its like W
owners can do whatever they want, costs are not published prices
going back to the post which bumped this thread - there is a difference between paying guests taking photos and nonpaying guests, on top of it being the job of these nonpaying guests to take these photos, presumably properties want as many photos as possible, again the balance is between all guests but clearly especially paying and top agents. (besides agents, in publishing there are rarely testimonials along the lines of those received by Elite Traveler and likely Gallivanters Guide. as Andrew Harper and several others became agencies.)
Last edited by Kagehitokiri; Apr 21, 2017 at 4:11 pm
Apr 21, 2017, 6:13 pm
#130
Join Date: Apr 2011
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Finolhu only has 125 rooms, so exclusive to those 162+ guests
note Finolhu website and comments from ridefar, its like W
owners can do whatever they want, costs are not published prices
going back to the post which bumped this thread - there is a difference between paying guests taking photos and nonpaying guests, on top of it being the job of these nonpaying guests to take these photos, presumably properties want as many photos as possible, again the balance is between all guests but clearly especially paying and top agents. (besides agents, in publishing there are rarely testimonials along the lines of those received by Elite Traveler and likely Gallivanters Guide. as Andrew Harper and several others became agencies.)
note Finolhu website and comments from ridefar, its like W
owners can do whatever they want, costs are not published prices
going back to the post which bumped this thread - there is a difference between paying guests taking photos and nonpaying guests, on top of it being the job of these nonpaying guests to take these photos, presumably properties want as many photos as possible, again the balance is between all guests but clearly especially paying and top agents. (besides agents, in publishing there are rarely testimonials along the lines of those received by Elite Traveler and likely Gallivanters Guide. as Andrew Harper and several others became agencies.)
Apr 22, 2017, 10:19 am
#131
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indeed new properties with certain concepts are less problematic vs actual changes that are not communicated (and to a lesser extent [so far?] the questionable marketing) at existing FS/etc
just posted in another thread >
re service and re marketing (1 - marketed offering not available because 2 - marketed to events)
just posted in another thread >
re service and re marketing (1 - marketed offering not available because 2 - marketed to events)
Last edited by Kagehitokiri; Apr 22, 2017 at 11:10 am
Apr 22, 2017, 1:27 pm
#132
formerly declinespecificinformatiom
Join Date: Jul 2011
Location: USA
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I suppose I'm the trashiest person on this forum, but I really enjoy getting together with loads of friends on a very, very regular basis and acting irresponsibly, drinking too much and listening to loud music.
Apr 22, 2017, 11:44 pm
#133
formerly known as deathscar
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Jul 25, 2018, 10:03 pm
#135
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theatlantic.com/technology/archive/2018/06/instagram-influencers-are-driving-luxury-hotels-crazy/562679/
curious what FS chooses for "fit" if it does. have any others gone similarly instagram heavy?
for example in emails from FS >
an example of a dramatic change after ramping up viral instagram marketing >
https://www.flyertalk.com/forum/luxu...l#post28726405
will be interesting to see what happens, not sure what properties might do (vs ease of banning drones)
for the many instagram etc users here, where do you draw the line in how you see marketing?
director of public relations and marketing at Ocean House Management, a resort management company that operates several boutique hotels in Rhode Island...take a close look at the influencer's follower count and aesthetic to make sure it's the right fit.
for example in emails from FS >
The Most Instagrammable Desserts
Share your favourites using # FourSeasons
Your Most Instagrammable Day in Toronto
Share your favourites using # FourSeasons
Your Most Instagrammable Day in Toronto
https://www.flyertalk.com/forum/luxu...l#post28726405
will be interesting to see what happens, not sure what properties might do (vs ease of banning drones)
for the many instagram etc users here, where do you draw the line in how you see marketing?
Last edited by Kagehitokiri; Jul 25, 2018 at 10:11 pm