The document discusses how luxury hotels are increasingly marketing themselves based on providing unique experiences rather than material goods or amenities. It notes that while experiences are an important factor for luxury consumers, overuse of certain experience-focused clichés risks degrading the perceived value. The document then provides examples from several hotel chains, such as Westin and Intercontinental, that emphasize customized experiences and personalization on their websites to engage customers experientially. It concludes by asking how hotels can continue differentiating on experiences without relying on clichéd marketing.

1. ‘ Experience’ .. The next luxury cliché?

2. 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.

3. From the first week’s reading, we know that luxury consumers consider « rare and authentic experiences » as key to luxury positioning.

4. 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?

5. Let’s take a look at the online marketplace … starting with Westin Hotels

6. A recent online advertising campaign uses unexpected images and personal appeal in the text

7. The second page of the same campaign’s ‘ call to action’ is based upon ‘experience’ Preferences…create, etc. « Book Now » replaced with an ‘invitation’

8. Experience Westin Packages as the Product line…the ‘call to action’ « Choose your Experience »

9. WHotels from Starwood is a leader in using expressive images and conversational Text to engage site visitors experientially.

10. Whotels changes its main site pages often… always conveying personal experience preferences. The following pages are from October 2006.

11. WHotels – people, not products, populate their site pages.

12. WHotels – each choice of experience – rest-revive-play – takes the visitor To a specific package offering.

14. Intercontinental Hotels equates their brand with a traveler’s Lifestyle.

15. Intercontinental Hotels Corporate Website July 2007

16. Intercontinental ’ s downloadable Brochures – linked from ‘ experience’ page

17. Conrad Hotels’ current campaign presents luxury as the experience of just being yourself.

19. The advert clicks through To a product page.

20. The question…

21. The question… how do you think hotels, and hotel groups, can can continue to differentiate by ‘experience’… without creating clichés?

22. You may wish to see Hospes Hotels approach… E. Craig – July 2007

23. We encourage questions and comments. Please post in comment section after the respective post. Your comments will be answered daily.