Luxury Travel, Lifestyle and Marketing Trends

Director of Happiness and Travel

happiness

 

Dubai, the Persian Gulf nation known in the travel world for the towering Burj al Arab hotel, the world’s biggest indoor ski slope, and an island that looks like a palm tree, is innovating once again with a newly announced Minister of State for Happiness. Though it’s more directed to its citizens, there’s no reason why it couldn’t set another precedent with a Director of Happiness for tourism. Think of the possibilities for destination marketing. From what I read, it would be the first.

I never heard about a Director of Happiness so went on a Google search to see what I could find in hospitality, travel, or in the business world in general. Surprise.  There are Directors of Happiness for employees, customers, and clients. And one site had a chart with the average salary for the job at $72K.  I even found a coach who specializes in happiness whose clients have included the likes of luxury brands Mont Blanc and Jaeger Le Coultre.

But let’s get back to travel and the opportunities there. I could see a destination naming a Director of Happiness as the centerpiece of a campaign to promote the idea that they go the extra mile to welcome travelers. It’d be a good publicity generator as well, provided that it’s part of a larger program that will show concrete results. Like what? First step would be  research to see what visitors would most appreciate. Friendlier locals? Meet the people type programs? More information kiosks? More public restrooms (that’d make a funny commentary)?  And think of the interview potential!

I was surprised in doing research that only one hotel has a happiness concierge – the Waidringer Hof in the Austrian Alps.
The job is described as a part concierge, guest attendant, and hiking guide. The mission: “Your pleasure is the centre of our strategy”.An admirable initiative, but needs to be more substantive.

So colleagues, you have an opportunity. And, finally, just in terms of interesting additional information, Dubai also named the Ministry of Cabinet Affairs as also having a new responsibility for “The Future”. I’d say the Director of Happiness should also be in charge of The Future wouldn’t you?

How to Increase the Average Length of Stay

Flower cottage of the Relais Borgo Santo Pietro

Flower cottage of the Relais Borgo Santo Pietro

 

How to increase the average length of stay? This was a question posed to me by one of our clients, a city hotel in Asia. The common tactic is to give an extra room night free based on a minimum length of stay –as in stay for 3 nights and get the 4th night free. But there are two other solid ideas. The first is to team up a city stay, adding on an extra night to the average length of stay, with two or three nights in a complementary destination, a several hour drive or an hour to an hour and a half  flight away (e.g. Bangkok with Chiang Mai or Phuket). To the guest, the benefit is that the work of packaging two destination highlights is done, and then you make it worth their while financially by giving a break in the total price or giving some value add. Besides gaining an additional night’’s revenue, there’s the advantage to the hotels of additional marketing support from another hotel or hotel group and use of a new customer database from a non competitive property.

An even better tactic is to offer exciting compelling activities on site and nearby that make a longer stay desirable. Probably one of the best examples I’ve seen (and experienced) is from the 16 room Relais Borgo Santo Pietro in Tuscany, Italy. The Relais, off of the beaten tourist track, though convenient to Florence and Rome, offers exciting activities that not only tap into  its competitive advantages, but also, a sense of place. They also offer guests an opportunity to learn new skills. In house there’s a resident florist who gives floral arranging classes from a cottage amidst an antique rose garden and does double duty making all of the arrangements for the hotel; an inhouse artisan  — a painter when I was there – who gives classes from her own cottage overlooking a lake; the Borgo Cooking school offers a myriad of classes for adults and children; garden walks; and wine tasting  . Venturing further afield, they offer everything from falconry and sightseeing from a two person plane with private pilot to truffle hunting, hot air ballooning, basket weaving, and novel sightseeing trips.

Rafael Ruiz – Front Office Manager says the Concierge program, which was launched in 2014 enjoys a 50% participation rate by guests and that since beginning the program, average length of stay from overseas guests has increased from 3 to 5 days. A final benefit is that guests leave the hotel wanting to come back and experience the other activities as well as the marvels of a superb resort and stunning setting. A winning formula in luxury hotel marketing ideas.