New Image for May Fair London via You Tube & Paris Hilton?
After $150 million renovation The May Fair seeks to generate a new image by creating its own YouTube channel, welcoming celebrities, and offering a “Suite” Year for $585,000.
From his name to his suit and tie, Charles P. Oak seems the quintessential London hotel manager – which he has been for many years. But in stewarding the May Fair through a $150 million renovation – completed in 2006 -- Oak has sought to redefine the property, in the ritzy Mayfair neighborhood, and to create a buzz.
The YouTube Channel (www.youtube.com/themayfair) allows the hotel, says Oak, “to show a whole other dimension of the hotel. We can freshen it every day.” Currently, the channel features Oak’s interview with Ms. Hilton (facing each other across a couch); an interview with Myke Gray, a former rock star who is the hotel’s personal trainer; tours of the suites and more.
“When people think of five-star London hotels,” says Oak, ”they tend to think of the same old same old. We want them to think differently.”
Despite the global financial crisis, says Oak, “We are maintaining occupancy of more than 90 percent and the last quarter looks very positive” -- this despite the fact that half of the hotel’s business is from the U.S.
Oak, like most hoteliers these days, is trying to maintain room rates
while moving toward the always popular “value added.” Seeking to take
advantage of the somewhat improved currency exchange rate, the hotel is
offering a rate of about $228 per night for a minimum three night stay
on weekends. During the week, a bed and breakfast package that includes
room, full English breakfast and VAT goes for about $400, $350 during
the very quiet Christmas/New Years period.
A solid 40 percent of The May Fair’s clientele come from meetings –
necessary, says Oak, to fill 406 guest rooms. While The May Fair is one
of the Radisson Edwardian Hotels group, says Oak, “we are very much our
own brand.”
All told, rates are down about 18 percent from last year because of the strengthening dollar.
And there’s that “suite” year. The hotel is offering the 1,600
square-foot Amarillo Suite for $585,000 for 365 consecutive days. The
one-bedroom suite provides views overlooking Stratton and Berkley
Streets, butler service, a dining table that seats ten, a remote
controlled fireplace, plasma televisions, individual phone number and
voicemail.
But no guarantee that Paris Hilton will stop in for a visit.
Ipsos Mendelsohn and American Express Publishing-Harrison Group OfferFreshInsight on Consumer Behavior in 2010
According to new studies from two blue-chip research sources, Ipsos Mendelsohn and American Express Publishing - the affluent are not only ready to travel -- they are frequently going to spend more on it. While the Ipsos study focused on intent and American Express Publishing on mindset, they both point to a surge in affluents taking to the road (Amex sees an increase of 6 to 8% in spending on all luxury categories).Interestingly, both studies agree on a positive attitude despite lingering concerns about the economy. Here's a look at the highlights of both 2010 studies.
LuxuryTravel 360 has long looked to the affluent as a burgeoning market in business and leisure travel, fueling growth in more affordable, common sense luxury - less glitz and glamour, but ready to pay extra for memorable family experiences and genuine local culture.
Imagination Marketing 
