Luxury Travel & Lifestyle Trends

Travel marketers take note: A December 2009 MarketingSherpa survey indicates that deals aren’t the top motivation for social media engagement, but users also want deeper engagement - learning about new products, features or services. Sharing interesting content that users care about, alongside the deals and discounts they have come to expect, will keep users engaged and spur them to pass along your marketing messages.

Does a resort positioning itself as sensual and hip compliment marketing efforts appealing to families? The Fontainebleau Hotel thinks so and top executive, Howard Karawan, points to outstanding sales results over the last two months as the proof that it can be done. In the marketing world, that is no small feat.

How’s this for a nifty twist on an art theme and opening? This week I received an invitation entitled “Come with Your Dog to See Dog Art” from my friend and colleague of many years, Susan Kelley. Susan and her husband Bill Roy own a top advertising agency in Miami and made a part of their office space into an art gallery, the Kelley + Roy Gallery.

I wanted to let our many loyal blog readers in France know that I will be coming your way July 10 to 19 (Paris 10 to 16; Lyons 16 to 19). Let me know if there’s anything special you think I should see while I’m there.

There is at least one silver lining to the recession – better customer service. Just as companies are dealing with slumping sales and sinking employee morale, skittish customers want more attention, better quality and greater value for their money. These same customers are very aware that their support is important to companies, especially as others decrease their spending. As the economy continues to present challenges, expect more companies to upgrade their service or face deeper trouble.

Back in November, we wrote about Loyalty Marketing in Turbulent Times, whereby loyalty programs can be a key differentiator among competition these days, as individuals are taking a closer look at these programs for added value and benefits. Although hotels have also had these programs for years, they recently have had to relax restrictions to keep loyal members on board.

With so much hotel product in the market (with more to come), combined with the drop in occupancy worldwide, more and more hotels are going to need to reinvent themselves. Big global chains have been doing this for a few years now, rolling out new brands to serve additional market segments (Aloft, Andaz, Element, Indigo, etc). The competition has become so fierce that, as most of you have read, Starwood and Hilton are even going to court over alleged stealing of research and market intelligence by the latter.

In recent years, the gambling mecca of Las Vegas attracted tourists with a campaign that portrayed it as the ideal place to indulge in extreme behavior, like conspicuous consumption. But its assurance that “What Happens Here Stays Here” lost its resonance as the recession sobered the nation’s mood and brought thrift back into fashion. By contrast, its new campaign, with the slogan “Vegas Bound,” urges hard-working Americans to take a well-deserved break in Las Vegas, so they can return re-energized for the task of making sure their homes and businesses survive the tough economy. “We had to think how we should address our customers during this financial crisis when they’re reluctant to make big financial commitments,” says Rossi Ralenkotter, chief executive of the Las Vegas Convention and Visitors Authority.

Reputations of places have been made from their drinks. I always remember the Beaver Club at Toronto’s Queen Elizabeth hotel which was on the map for its “bird bath” martini. It was one and a half size the usual, served in an oversize glass with a shaker representing another half glass. And look what the Bellini did for Harry’s Bar in Italy.

Language is the clearest living indicator of social change. With this sea change in consumer values comes a new vocabulary that will better resonate with these buyers. Using language of the gilded age such as “sophistication”, “privileged”, “exclusive” and “world class” risks the message being dismissed, let alone motivating consumers to positive action.