September 1-30, 2007 E. Craig - Instructor Welcome……
September 1-30, 2007 E. Craig - Instructor Welcome……Online Marketing for Luxury Hotels
September 1-30, 2007 E. Craig - Instructor Wired and wealthy online…..
September 1-30, 2007 E. Craig - Instructor Who are they…..
September 1-30, 2007 E. Craig - Instructor Who are they……where do they go online What do they buy online….what are the Opp...
September 1-30, 2007 E. Craig - Instructor This brief course for hospitality professionals Will explore these questions……p...
September 1-30, 2007 E. Craig - Instructor <ul><li>Creating exclusivity online </li></ul><ul><li>3rd Party Distribution fo...
September 1-30, 2007 E. Craig - Instructor <ul><li>Creating exclusivity online </li></ul><ul><li>3rd Party Distribution fo...
September 1-30, 2007 E. Craig - Instructor But……
September 1-30, 2007 E. Craig - Instructor But……your participation will make this Course lively, informative…and relevant.
September 1-30, 2007 E. Craig - Instructor Please feel free to post questions and comments….contribute to the discusssions...
September 1-30, 2007 E. Craig - Instructor Please feel free to post questions and comments….contribute to the discusssions...
September 1-30, 2007 E. Craig - Instructor So now to get started….some background information..
September 1-30, 2007 E. Craig - Instructor The luxury consumer has changed….
 
And there are more opportunities, globally….
 
<ul><li>Three tiers of affluence  ( Premium Knowledge Group )  </li></ul><ul><ul><li>Wealthy Tier  - $1M minimum in invest...
How affluents obtained their wealth varies…. <ul><li>Business ownership or sale of business ownership is the primary sourc...
<ul><li>Retail  </li></ul><ul><li>In 2006 Luxury Retail Goods are estimated at $194 billion globally.  </li></ul><ul><ul><...
September 1-30, 2007 E. Craig - Instructor Do affluent consumers shop and buy online?
September 1-30, 2007 E. Craig - Instructor Do affluent consumers shop and buy online? … Yes… the ‘wired and wealthy’ are m...
Luxury Collectables
Luxury and Designer Brands
Luxury ‘Art de Vivre’
Luxury Items Auctions
Luxury High-Tech Accessories
September 1-30, 2007 E. Craig - Instructor So, what does this all mean for you… A luxury hotelier?
September 1-30, 2007 E. Craig - Instructor Opportunity…..
September 1-30, 2007 E. Craig - Instructor Opportunity….especially for those who understand How affluent consumers relate ...
September 1-30, 2007 E. Craig - Instructor Stop by each week… at the end of the course You will have a good understanding ...
September 1-30, 2007 E. Craig - Instructor Questions, comments, suggestions…..
September 1-30, 2007 E. Craig - Instructor Questions, comments, suggestions….. Just let me know…we’ll be happy to hear fro...
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Welcome Sept 2007

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Welcome module for online luxury marketing course

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Welcome Sept 2007

  1. 1. September 1-30, 2007 E. Craig - Instructor Welcome……
  2. 2. September 1-30, 2007 E. Craig - Instructor Welcome……Online Marketing for Luxury Hotels
  3. 3. September 1-30, 2007 E. Craig - Instructor Wired and wealthy online…..
  4. 4. September 1-30, 2007 E. Craig - Instructor Who are they…..
  5. 5. September 1-30, 2007 E. Craig - Instructor Who are they……where do they go online What do they buy online….what are the Opportunities for hoteliers?
  6. 6. September 1-30, 2007 E. Craig - Instructor This brief course for hospitality professionals Will explore these questions……plus
  7. 7. September 1-30, 2007 E. Craig - Instructor <ul><li>Creating exclusivity online </li></ul><ul><li>3rd Party Distribution for Luxury and </li></ul><ul><li>Distinctive Properties </li></ul><ul><li>Emerging Luxury Markets…Asia + Russia </li></ul><ul><li>Opportuntity…Trading Up New Luxury buyers </li></ul>
  8. 8. September 1-30, 2007 E. Craig - Instructor <ul><li>Creating exclusivity online </li></ul><ul><li>3rd Party Distribution for Luxury and </li></ul><ul><li>Distinctive Properties </li></ul><ul><li>Emerging Luxury Markets…Asia + Russia </li></ul><ul><li>Opportuntity…Trading Up New Luxury buyers </li></ul>One module per week…plus videos, articles and resources
  9. 9. September 1-30, 2007 E. Craig - Instructor But……
  10. 10. September 1-30, 2007 E. Craig - Instructor But……your participation will make this Course lively, informative…and relevant.
  11. 11. September 1-30, 2007 E. Craig - Instructor Please feel free to post questions and comments….contribute to the discusssions… It won’t take much time.
  12. 12. September 1-30, 2007 E. Craig - Instructor Please feel free to post questions and comments….contribute to the discusssions… It won’t take much time…… Everyone will benefit from shared expertise.
  13. 13. September 1-30, 2007 E. Craig - Instructor So now to get started….some background information..
  14. 14. September 1-30, 2007 E. Craig - Instructor The luxury consumer has changed….
  15. 16. And there are more opportunities, globally….
  16. 18. <ul><li>Three tiers of affluence ( Premium Knowledge Group ) </li></ul><ul><ul><li>Wealthy Tier - $1M minimum in investable/ leveragable assets </li></ul></ul><ul><ul><ul><li>600,000 households with $10m in assets. </li></ul></ul></ul><ul><ul><ul><li>High Net Worth Individuals (HNWI) </li></ul></ul></ul><ul><ul><ul><li>The number of households in this category is doubling annually </li></ul></ul></ul><ul><ul><li>Affluent Tier - Minimum $150K HHI </li></ul></ul><ul><ul><ul><li>6M+ households (top 5%) </li></ul></ul></ul><ul><ul><ul><li>35K new millionaires created each month </li></ul></ul></ul><ul><ul><li>Mass Affluent Tier - 75K HHI </li></ul></ul><ul><ul><ul><li>16M households (next 15%) </li></ul></ul></ul><ul><ul><ul><li>Aspirational buyers who are trading up </li></ul></ul></ul><ul><ul><ul><li>Young Affluents – young families is the strongest growth sector for </li></ul></ul></ul><ul><ul><ul><li>Travel and hotel industry. </li></ul></ul></ul>Retailers and consulting groups define wealthy Consumers….
  17. 19. How affluents obtained their wealth varies…. <ul><li>Business ownership or sale of business ownership is the primary source (37%) of wealth for the majority of the world’s HNWIs. </li></ul><ul><ul><li>Income ranks second at 24% </li></ul></ul><ul><ul><li>Inheritance is third at 18% </li></ul></ul><ul><ul><ul><li>In 2001, for HNWI, inheritance was </li></ul></ul></ul><ul><ul><ul><ul><li>North America 21% </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Europe 37% </li></ul></ul></ul></ul><ul><li>15% percent of global population is 56+ years old. </li></ul><ul><ul><li>61% of HNWI are 56+ years old. </li></ul></ul><ul><li>$41 trillion will change hands over the next 40 years via inheritance in the United States. </li></ul><ul><ul><li>19% of HNWI American’s children live outside the United States.  </li></ul></ul><ul><li>$31 billion – amount Warren Buffett pledged to the Bill & Melinda Gates Foundation. </li></ul><ul><ul><li>92% of HNWIs are projected to transfer their wealth to extended and immediate family. </li></ul></ul>
  18. 20. <ul><li>Retail </li></ul><ul><li>In 2006 Luxury Retail Goods are estimated at $194 billion globally. </li></ul><ul><ul><li>Approx 16.9% of all retail is luxury </li></ul></ul><ul><li>Europe consumes 41% of all luxury products.  </li></ul><ul><ul><li>The United States is only 30% </li></ul></ul><ul><ul><li>Asia is 25% </li></ul></ul><ul><li>20% - 30% annual growth in luxury retail segment </li></ul><ul><ul><ul><ul><li>General retail growth is less than 5% </li></ul></ul></ul></ul><ul><li>Online retail (mass and luxury) spending reached $102.1 billion in 2006 – </li></ul><ul><ul><li>a 24-percent increase versus 2005. </li></ul></ul><ul><ul><li>Online holiday e-commerce accounted for $24.6 billion, up 26 percent versus last year. </li></ul></ul><ul><li>3.1% Percent of pretax income spent on food </li></ul><ul><ul><li>41.4% of that goes toward food consumed outside the home.  </li></ul></ul>Retail and online purchasing growth rate is Significantly above ‘standard’ e-commerce growth….
  19. 21. September 1-30, 2007 E. Craig - Instructor Do affluent consumers shop and buy online?
  20. 22. September 1-30, 2007 E. Craig - Instructor Do affluent consumers shop and buy online? … Yes… the ‘wired and wealthy’ are more comfortable with online purchases, financial transactions, auctions than the ‘average’ consumer.
  21. 23. Luxury Collectables
  22. 24. Luxury and Designer Brands
  23. 25. Luxury ‘Art de Vivre’
  24. 26. Luxury Items Auctions
  25. 27. Luxury High-Tech Accessories
  26. 28. September 1-30, 2007 E. Craig - Instructor So, what does this all mean for you… A luxury hotelier?
  27. 29. September 1-30, 2007 E. Craig - Instructor Opportunity…..
  28. 30. September 1-30, 2007 E. Craig - Instructor Opportunity….especially for those who understand How affluent consumers relate to the Internet.
  29. 31. September 1-30, 2007 E. Craig - Instructor Stop by each week… at the end of the course You will have a good understanding of how to Capture this customer segment online….and deliver More business to your hotel.
  30. 32. September 1-30, 2007 E. Craig - Instructor Questions, comments, suggestions…..
  31. 33. September 1-30, 2007 E. Craig - Instructor Questions, comments, suggestions….. Just let me know…we’ll be happy to hear from you. [email_address]

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