Luxury Travel, Lifestyle and Marketing Trends

A Destination That Does It Right

red inclusive card

You’ve read here about destinations that do it right – social media campaigns (Swedish Tourist Board), advertising concept (Amsterdam Tourist Board) and the UK does an especially good job of capitalizing on country milestones and cultural events. That these destinations are cutting edge probably isn’t very surprising. But would you believe The Black Forest Highlands in Southwestern Germany (Hochschwarzwald) is right up there with some innovative product offerings that show their understanding of what today’s travelers want: product with a sense of place, technology, superior value and experiences.

Let’s start with value. Travelers who stay for two nights or more at any one of over 300 holiday accommodations get a Red Inclusive Card free. Often destination value cards have a lot of features but most of them are of little interest. This is a notable exception. The card with a clever tag line of “experiences included” features not only the usual free admissions to numerous attractions and cultural offerings, but also, free local transportation anywhere in the region, guided electric bike tours, golf, spas, rental of cross country ski equipment, and, most impressive, use of a BMW i3 to discover the Black Forest landscape with climate neutral transportation. Besides the value appeal, the features encourage travelers to immerse themselves in the destination, making for a richer, more memorable holiday.

And then there are the unique accommodations, Black Forest Highland Design Apartments dubbed with the clever name of “cuckoosnests”. With their wood and rock faces, tree stumps for bedside tables and specially designed furniture, they appeal to the growing number of travelers who want to stay in lodging that offers a sense of place.

Is this all working? According to Thorsten Rudolph, CEO of the Black Forest Highlands,   the cards have increased tourism to the area from 2010 to 2014 by 27.5%. Each year about 245,000 cards are given out and since 2010, more than two million cards have been used registered. Especially valued and used are the free entrances to the various activities and highlights including Ski Tickets to the Feldberg, Spa Paradise Blackforest, boat trips on the Titisee. When the Black Forest Highlands Card started in 2010 there were 180 participating hotels and now there are 345. Sounds like a success by any measure.

Real People

Dolce-And-Gabbana-Senior-Ads-Summer-2015

The rise of selfies, success of “Real Housewives”, interest in story telling: advertising and magazine covers with real people had to come. And so it has. This fall Redbook will be forgoing celebs and opting for “real” women on its cover. The women are winners of the magazine’s Real Women Style Awards sponsored by Dove. Said an exec in Adweek, “This is just a way to put our money where our mouths are and actually celebrate these women as being just as cool and exciting and inspiring as any celebrity out there”.

And how about advertising? Have you seen the ads for Dolce & Gabbana lately? A comely model next to  Italian grandmothers that could be off the farm or from some small country village (or without the young model as in the image above). There’s also the ad campaign for Celine with 93 year old Iris Apfel who’s stylish and chic, but not your usual demographic for a high fashion brand marketing campaign. So the age barrier is starting to break and how about weight? A major step forward is Sports Illustrated’s swimsuit issue this year which included plus size models. Plus size women are also more in evidence on national television, in the interview shows.

Interestingly enough, there’s another current, and that’s the recent backlash in France against anorexic models. A debate has been going on in the French Parliament that would set minimum weights for women and girls to work as models as a way to address the serious problem of anorexia. Modeling agencies and fashion houses that employ models whose body mass indexes (BMI) don’t meet certain standards could face criminal penalties. For example, in the index a woman who is 5 feet 7 inches tall would have to weigh at least 120 pounds. Israel already has legislation in place that prohibits the use of underweight and underage models.

And the travel industry? In many cases, it still hasn’t even embraced multi-culturalism and gender diversity in advertising and website images. Fashion almost always leads the way.