The document summarizes research from interviews with potential and current Ritz-Carlton customers about their perspectives on luxury. Key findings include that luxury is a complex concept, service is valued more for a job well done, and relatability is important for connection. The document recommends that Ritz-Carlton shift to a more welcoming luxury experience, acquire new customers through current networks, and extend brand interaction beyond the hotel stay through their app.

1. Legacy Project
The Ritz-Carlton
Will Jenkins
Greg Donnelly
Qin Yang

2. A New Perspective on Legacy

3. Functional ValueSymbolic Meaning

4. We wanted to understand the legacy of
The Ritz-Carlton for the next 30 years.

5. Our Process
What do we want to
know?
The meaning/value of
luxury and service for
the next generation.
What did we do?
One-on-one interviews
with past customers
and potential clients
within the target.
What did we find?
Luxury is a complex
concept. Service is a
job well done.
6 potential guests who make
at least $100k and have not
stayed at The Ritz-Carlton
6 current guests who stay The
Ritz-Carlton on a semi-regular
basis

6. The End Doesn’t Justify the Means
– Lauren, Age 30, School Teacher
Chicago Resident, HHI: $175k
“Luxury is something special that I wouldn't normally
purchase outside of a special occasion. I can never justify
it so I try to enjoy it while it lasts.”
– Leo Regan, 50, Oral Surgeon
Baton Rouge Resident, Current Customer
“I would stay at the Ritz-Carlton every time I needed a hotel room, but I
would have to sell my house.”

7. Moments of achievement are gateways for
brand interaction

8. People can Live without Luxury
– Steve, Age 26, Computer Programmer
Washington DC Resident, Income:$100k
“It’s over paying for high-profit margin products. While the
quality is only slightly better than non-luxury products,
most of the cost is for social status and value rather than
practical value.”
– Tim, Age 29, Engineer
Washington DC Resident, Income:$150k
“It's an unnecessary expense that you undertake anyway, for the
enjoyment you get out of the purchase. Usually, you're buying
something you'd get anyway, but buying it past the point where
the value payoff drops off significantly.”

9. Emphasize the value/rarity of the high quality
service and the freedom it provides

10. Overdone and Out of Reach
– Lindsay, 32, Marketing/Advertising
NYC Resident, Income: $100k
“I have great taste and I enjoy nice things, but I won’t pay
extra just to show off.”
– Fernando, 34, Finance/Consulting
Chicago Resident, Income: $120k
“Luxury products are great but they show you don’t
understand the value of money. I would rather put my
children through private school than buy a something fancy.”
– Ed Day, 55, CEO Southern Companies
Birmingham Resident, Current Customer
“When I stay at the Ritz-Carlton, I don’t even consider the
bill.”

11. Downplay the regalness/status of luxury and focus
on the brand’s ability to create lasting moments of
meaningful indulgence

12. Relatability is Fundamental to Connection
Luxury is difficult to comprehend and relate to,
even for those who have experienced it. However,
quality service is something we all understand

13. The Value of Service
Confidence
A Trusted Resource
Simplicity
Always Exceptional
Empowerment
Making the Impossible Easy
How do we make an aspirational brand more approachable?

14. Sometimes a job well done feels so rare
that it is seen as a luxury in and of itself

15. The Role of the Brand
The Ritz-Carlton can help
those moving from
“aspirational” to “affluent”
navigate the intimidating
world of luxury to find a
more personal meaning in it.

16. The Promise
The Ritz-Carlton provides
a more welcoming luxury
experience and invites you
to develop an appreciation
for the finer things.

17. The New Approach
The Ritz-Carlton needs to
continue their focus on
providing world-class
service and to show less of
a priority towards
excessive luxury.

18. Recommendations
To reach the next generation, The Ritz-Carlton could do the following:
You’re Invited
Welcome to
the Family
Never
Checkout
Shift Perception of
Luxury
Acquire new users
through current networks
Extend brand
interaction before,
during, and after their
stay
Our Goals

19. You’re Invited
Strategy: The next generation of the global tribe
needs to experience the brand before they can afford it
Creative: The Ritz-Carlton can create stepping stones
for potential customers by leveraging concierge
services in the digital space and delivering information
as branded insider knowledge

20. Once you taste the finer things, it’s harder to go back

21. Welcome to the Family
Strategy: To overcome the stigma of luxury,
introduce new customers through the
recommendation of current customers
Creative: Allowing customers to share the luxury
experience with those they care about

22. Welcome to the Family
Send gifts as brand invitations directly from
The Ritz-Carlton
Upgrade Marriott members by offering
exclusive promotions
Share your earning with those that matter most

23. Never Checkout
Strategy: The Ritz-Carlton’s
anticipatory service needs
to begin before and after
your stay. Similarly, your
stay should never end with
the bill under your door
Creative: Utilizing The Ritz-
Carlton’s app to give
customer’s control of their
experience and frictionless
service

24. Executions:
Push Notifications as reminders before, during, and
after the stay to allow customers to stay
Allow mobile payments for various services
Prompt users to review and share their experiences
through social media after their stay
Continuing service beyond the four walls

25. Prototypes

26. Reminders
Updates & Information
Highlight Services
Let Us Stay With You
Never Checkout

27. Pay By App
Use Rewards Points
Pay Via Phone
Send Gifts
Parking

28. Share #WowMoments on Instagram

29. Appendix
A New Perspective of Legacy
What it is by definition What it means to people
Objects: Focused on the physical item
Rituals: Handed down by generation
Gifts: Inherited rather than earned
Values: Symbolic of what someone
close to you stood for
Beliefs: Having confidence because
you trust those who came before you
Traditions: A responsibility to
remember others and to be
remembered yourself

30. Appendix
Downfalls of Luxury
Irrational Unnecessary Excessive
Complex Learned

31. Appendix
The focus should be on service
Confidence Simplicity Empowerment
The Ritz-Carlton Must
The Ritz-Carlton must make an aspirational brand more approachable
Be a Trusted Resource Always be Exceptional Make the Impossible Easy

32. Appendix
How People Talk About Quality Service
“They try to help customers make the most informed decisions possible.”
“I use their products countless times everyday. They make a variety of chores more efficient and less
annoying. I recommend them to everyone.”
“Regardless of the product, I can always rely on the brand to exceed my expectations.”
“Rather than offering a wide selection of each type product, they typically only have 1-2 choices that
are usually close to being best-in-class - it makes shopping easier knowing that these choices have
already been made for me.”
“Finding glasses used to be impossible and now it’s so easy. I own more glasses now just because I love
the brand.”

33. Appendix - Recommendations
You’re Invited
A. Online Concierge
Service
B. Short-Lived Experiential
Campaigns (build
exclusivity, WOM
marketing)
C. Brand Sponsorships
Goal: Shift Perception of
Luxury
Welcome to the Family
A. Gifts from Members
(share your rewards)
B. Upgrade Marriott
Customers
Goal: Acquire new users
through current networks
Never Check Out
A. App Update
Goal: Extend the brand
interaction before, during,
and after their stay
To reach the next generation, The Ritz-Carlton could do do the following: