Luxury Travel & Lifestyle Trends

Co-branding in the hospitality industry has existed in one form or other for a while, not only as a competitive differentiator, but to also benefit from the other brands overall image or “luxury halo” as we like to call it. More recently, co-branding with gyms is yet another way for hotels to differentiate. Hotels are seeing more and more travelers, especially business travelers, where the gym is often the deciding factor.

So how can hoteliers make the most of QR codes? With some creativity and careful planning, hotels can create a QR campaign that could enhance the guest experience, improve search engine rankings and make you stand out above the competition.

As reported by the New York Times, QR codes were all the rage during New York’s Fashion Week earlier this month. When scanned, QR codes can connect consumers to everything from webpages (company or personal), online contests, games and cocktail recipes, to personal social media pages and geographic coordinates. Even how-to videos – at Macy’s, a QR code that points consumers to a smoky-eye makeup lesson by Bobbi Brown has been an unexpected hit.

The guest directory of Berlin’s Minilofts, an apartment hotel owned by two architects, gets my vote for one of the best I’ve ever seen….and used. Written by the hotel manager, who works part time at the English language magazine for Berlin, the 18 page guide is comprehensive and perfectly geared towards its guests, which Minilofts describes as “international guests….(with) an independent streak and a fascination with culture.”

It’s a very effective strategic alliance, offering serious benefits for both partners: it’s become Berlin’s latest hotspot and an ideal outpost to launch Moët’s newest product, reaching out and connecting with Moët’s ideal demographic, and creates a buzz around Hotel Adlon. This is a great example of a strategic alliance for complementary product lines.

As we described in our most recent newsletter, Nostalgia Marketing is driving trends in 2011, and nowhere is this more evident than in the nostalgic sweets trend that’s popping up in hotels. Fun desserts, the kind that kids love, are making a big comeback, grabbing the spotlight from the usual chocolates on the pillow, fruit plates and cookies at the front desk.

Istanbul’s Sirkeci Konak, part of the small independent Sirkeci Hotel Group of Turkey, does it all right. Besides being well priced to begin with, it offers value added amenities and services that are what business and leisure travelers alike say they most appreciate in surveys.

Want your product or service talked about? even around negative buzz? A New York Times magazine article entitled “Good News, Bad News” cited the results of a Stanford University research project, which concluded that a crucial factor is how familiar the brand or product was before the negative publicity.

New York City and Miami tourism officials announced a new partnership (“Rivals, Not in this Arena”) to boost travel between the two destinations, 1088 miles apart. Launching in 2011, this novel approach involves joint advertising, sales on American Airlines airfares between the two cities, and promoting special events and deals in both destinations to boost tourism during their respective slower seasons.

You’ve appealed to your consumer’s rational side (see our earlier post – Rise of  the Intelligent Consumer). Now, appeal to their emotions. We’re hearing wide use of such sales phrases as “new lifestyle opportunity,” “passion points” and “one-of-a-kind experiences.”

Humans have five senses: sight, touch, taste, smell and hearing. Today’s multi-sensory marketing of tourism products and services creates emotional bonds in consumers by appealing to all five of these senses. The idea is to influence perceptions of brands. Tapping customers’ emotions creates memories to be taken away for the long term.

After all, what sets one product apart from another, one brand from the next? Yes, the bed is soft, the shower water is hot and the lobby smells pleasant. What’s critical is that the customer’s whole sensory experience be funneled through a hotel’s identity.

As Laurie Babin told the Journal of Advertising, “The potential of imagery is both potent and provocative, especially when one takes into account that the forms of mental impressions include all five senses.” Travelers choose to be guests or visitors at your hotel, destination or cruise line. They may not be able to explain why, but they “have a feeling that it’s right”.

Vendors of luxury brands are in the experience and emotions business, selling stories and memories. Products and brands must inspire a special experience to provoke the universally sought “I love it!” response.