Experience - The Next Luxury Cliche?
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Experience - The Next Luxury Cliche?






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Experience - The Next Luxury Cliche? Experience - The Next Luxury Cliche? Presentation Transcript

  • ‘ Experience’ .. The next luxury cliché?
  • Champagne with crystal glassware, The doorman with a top hat , rose petals scattered On a soft, sumptuous bed… All too familiar visual clichés associated with luxury travel.
  • From the first week’s reading, we know that luxury consumers consider « rare and authentic experiences » as key to luxury positioning.
  • But if all luxury brands embrace ‘experience’ as the Critical point of differentiation… can there be a risk of degrading a core customer value into a marketing cliché?
  • Let’s take a look at the online marketplace … starting with Westin Hotels
  • A recent online advertising campaign uses unexpected images and personal appeal in the text
  • The second page of the same campaign’s ‘ call to action’ is based upon ‘experience’ Preferences…create, etc. « Book Now » replaced with an ‘invitation’
  • Experience Westin Packages as the Product line…the ‘call to action’ « Choose your Experience »
  • WHotels from Starwood is a leader in using expressive images and conversational Text to engage site visitors experientially.
  • Whotels changes its main site pages often… always conveying personal experience preferences. The following pages are from October 2006.
  • WHotels – people, not products, populate their site pages.
  • WHotels – each choice of experience – rest-revive-play – takes the visitor To a specific package offering.
  • Intercontinental Hotels equates their brand with a traveler’s Lifestyle.
  • Intercontinental Hotels Corporate Website July 2007
  • Intercontinental ’ s downloadable Brochures – linked from ‘ experience’ page
  • Conrad Hotels’ current campaign presents luxury as the experience of just being yourself.
  • The advert clicks through To a product page.
  • The question…
  • The question… how do you think hotels, and hotel groups, can can continue to differentiate by ‘experience’… without creating clichés?
  • You may wish to see Hospes Hotels approach… E. Craig – July 2007
  • We encourage questions and comments. Please post in comment section after the respective post. Your comments will be answered daily.