Before a black-tie crowd of travel industry marketers at the annual Adrian Awards ceremony sponsored by the Hospitality Sales & Marketing Association International (HSMAI), Ed Ventimiglia, senior vice president and publisher of Departures, the American Express Publishing magazine, took a tough stand on luxury and its vitality. (The winner was Abercrombie & Kent Residence Club for a "Discovery Kit" brochure)

Here are highlights of the remarks by Ventimiglia, who also shared thoughts from Richard David Story, Departures Editor in Chief.

"You may have noticed that our award is still called the Departures Luxury Marketing Achievement Award. That's because - no matter what some pundits say to the contrary - we do not believe that luxury is a dirty word OR a dying category. True luxury endures."

"Luxury has gone back to what we at Departures have always known it was about: superior quality and service, enduring value, uniqueness, and authenticity. The customer perceives these as providing value - making true luxury goods and services still well worth their price."

  "Our editor in chief, Richard David Story, summed it up very nicely when he said: 'Luxury was always intended as a limited resource. Whether it was travel or retail, architecture or real estate, the word was synonymous with exclusivity.... luxury was never meant to go mass. But it did, and look what happened. We are now experiencing an almost Darwinian selection process in which nothing comes easy - neither the sell nor the buy. And consumers are back in the driver's seat, demanding products and experiences tailored to their specifications, for their individual needs and desires.' "Drive-by-luxury, " Richard concludes, "has come to a stop. "  

More insights from Ventimiglia:

• "The companies we are here to recognize tonight realize that, at a time when all consumers are pulling back, reassessing priorities, and spending with care, marketing and advertising are more important than ever.  They understand that:
  
  
  • Now is the time to stay laser-focused on your core customers and strengths.
     
• Now - when your voice will be heard most loudly in the marketplace - is the time to build and deepen loyalty among customers by reinforcing your brand story, your vision, and your values. 
• Now...more than ever before, it's the time to differentiate your brand and show how you fit into the Consumer's lifestyle."