Luxury Travel, Lifestyle and Marketing Trends

Men Circa 2015 and the Travel Industry

domenico vacca club

Domenico Vacca’s new club

Remember when “metrosexual” was news, defined as” an urban heterosexual male given to enhancing his personal appearance by fastidious grooming, beauty treatments, and fashionable clothes”? That was in the early 2000’s . In a little over a decade businesses are finally starting to go all out with products and services to meet the interest and need. And men are more comfortable showing their “metrosexual” side. There are major implications here for new products and marketing, and some savvy retailers – but not as yet the travel and hotel business – are getting on the bandwagon.

Let’s speak first about the settings for the delivery of these goods and services. Traditionally you’ve had men’s social, athletic and university clubs, but they’re about socializing and possibly networking, though some have accommodations that are pretty basic. Little or nothing in retail, grooming or heaven forbid pampering services. Enter opportunity.

This fall in New York Italian fashion designer Domenico Vacca is opening a 12 story luxury lifestyle destination that New York Racked called “a Carnival for the one percent”. Not only will it have a flagship retail store for men and women, but a barber shop, gym, long stay residences, Italian café, and a social club/lounge you can belong to for $20K a year. Though there are facilities for women too, the pitch as seen in the images and décor is very much directed to men. I heard there’s another strictly men’s luxury destination on the way from a publisher no less. Stay tuned.

All too often men’s pampering and fashion offerings are done as an afterthought, not getting “equal time” or thought out as those for women. It takes a mindset – to look at everything directed to women buyers and travelers and say what’s the outtake for men. For instance, two years ago we launched a handbag bar at our all inclusive client Casa Velas in Puerto Vallarta. Designer handbags are offered on loan to guests for the evening. It was a big hit, and we decided to expand it this year and are offering a “Murse” – men’s purse, MontBlanc no less (it’s a luxury resort). A small thing, but it makes a statement.

So many luxury hotels and cruise ships have spas with beauty salons but how many have barber shops or pitch men’s grooming? And spa treatments for men can be found on menus, but they almost seem like lip service. Or how about men’s getaways? Aren’t there more creative possibilities than golf and boating?

You men out there, what do you think? What would you like to see?

Maximize PR from a Celebrity Visit

How to maximize public relations coverage from a past celebrity visit beyond mentioning the name in a description of the hotel’s  or cruise ship’s history? The Fontainebleau Miami Beach has come up with a terrific promotion that could be a case study, around Frank Sinatra’s centennial birthday. Granted, every celebrity doesn’t have the high wattage of “Ol’ Blue Eyes” and it does help that there’s a recent, very successful three part TV series about his life (fascinating, see it). But there are takeaway elements that can be applied to lesser celebs as well. Here’s the scoop:

The hotel is doing a 100 day countdown to Sinatra’s 100th birthday, kicking off September 2. They’re using it to reinforce the image of the Fontainebleau’s “Golden Era glamour”. A highlight will be an exclusive photo exhibit curated by Sinatra’s family and 1966 Americas of personal and historic images. In the iconic Bleau Bar (a favorite of mine)

Bleau Bar

Bleau Bar

guests will be invited to enjoy a sample of Jack Daniel’s Sinatra Select whiskey as they toast to Sinatra’s upcoming birthday. Additionally, the hotel will also debut unique in-room amenities and packages inspired by the man, while the signature restaurants will pay homage to Sinatra’s favorite meals at the Fontainebleau including throwback, 1950’s-inspired ‘Brunch with Frank’ menus, cocktails and intimate dinners.

For guests who want to ‘Live Like Frank’, there will be a Sinatra-inspired package for $1,915, commemorating the year Frank was born. The package will include a two-night stay in a junior suite or above, a vintage Fontainebleau canvas bag, a Fontainebleau Luxury Art Book, one bottle of Jack Daniel’s Sinatra Select, daily breakfast for two, two 50-minute ‘Fly Me To The Moon’ massages at Lapis Spa, a $250 credit for dinner for two  at one of four signature restaurants and the ‘Ultimate Sinatra’ CD featuring the singer’s greatest hits.

The 100 day countdown culminates with a performance honoring Sinatra’s legacy. The performance act will be announced at a later date.

Loyalty Programs Gain More Currency

Oceanaire concierge program

Oceanaire concierge program

 

Recent surveys all indicate that hotel loyalty programs are one of the top three factors in influencing bookings in the US. And Starwood Hotels and Resorts  goes further: they attribute 50% of their bookings to their loyalty programs, not surprising since they  continue to plug away at making the programs more desirable and cutting edge.  Hotels as well as restaurants could take a page out of Landry’s Select Club (Landry has brands ranging from Bubba Gump and Chart House to Morton’s and Oceanaire). After paying a $25 enrollment fee, members get automatic rewards including a birthday reward (The Palm restaurants does that which always impressed me), rewards for dining spend, priority seating, discount off of retail purchases and other member only offers and discounts. But my favorite is what they call a concierge program offered at their Oceanaire seafood restaurants because it provides rewards for the referrer and the referred guest. Referrers get a $50 gift card for every six referrals and their guests get VIP treatment including a menu personalized with the guest’s name and a complimentary Calamari appetizer. This year count on more brands in more industries to embrace this marketing opportunity.

Fashion and hospitality evolve

Designer hotels and products are bound to perform better than their conventional peers as more and more people are looking for niche and exclusive products and services. Together, they create an experience that finds resonance among luxury travelers.

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