What’s trending: Mini indulgences

The Spanish tapas concept – meaning “little plates” – has boomed and is now being adopted across industries. The appeal? It affords product and service sampling, there’s a social aspect of sharing, and of course the price. No need to go with the full tasting menu: choose what you want, customize it, and pay less.

Small luxuries can just be about a treat to feel good or something you need that’s usually inexpensive, but you’ll pay a little more because of the packaging, the branding and the experience that comes with it. Case in point: consumers lined up around the block for the launch of Tom Ford’s new $48 lipstick and for the opportunity to meet the man himself.

Look for growth in mini-indulgent services.  Spa “tapas” are being offered at some of the top spas around the globe, allowing guests to pick and choose from a variety of abbreviated treatments.

Want a first class travel experience without the full fare? Munich Airport just opened a VIP wing. London’s Heathrow by Invitation provides clients with personalized VIP airports services (airport transfers, private entrance and lounge and a dedicated VIP team, limo-to-plane transport. And American Airlines launched its $125 Five Star Service, one-on-one airport service that includes meeting customers curbside or at the arrival gate; assistance at check-in and with baggage; escort through security, immigration, customs, to the gate for pre-boarding and baggage claim.

And while the notion of hotel rooms by the hour is historically notorious, some luxury hotels are embracing daytime stays and renting rooms by the hour, which promotes sampling and fills up rooms that would otherwise be vacant. Day rates allow shoppers to rest their weary feet, and gives transient travelers a refuge for layovers or a late plane. (New York’s The Marcel at Gramercy and Le Parker Meridien). And now, two airports in the U.S. and about a half-dozen overseas, have  Minute Suites –  little rooms for rent right in the terminal from with a desk, internet access and a daybed for a nap.

All this being said, there’s still a market for full blown indulgences, with luxury purveyors always trying to raise the bar on exclusive, most expensive and rare offerings – from Virgin America’s unique, once-in-a-lifetime offer to jet away with your closest 145 friends on a jumbo jet that has your name on it, to a special-edition Ferrari FF complete with matching leather luggage set. All of the 10 limited edition units priced at $395,000 each sold out in just 50 minutes.

For more marketing trends that we foresee dominating 2012, click here