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What Works in Luxury Marketing
Aiming For the Luxury "Sweet Spot" On Central Park South
The Park Lane Hotel, with a prime location near the likes of The Ritz-Carlton, Jumeirah Essex House and Mandarin-Oriental, saw a chance to grab customers from those top-of-market properties. The hotel redid its top seven floors a year ago - overhauling corridors and rooms to make them fresher and with higher quality furnishings.

That worked well enough so that the hotel is now doing an additional five floors for a total of 180 rooms out of 564. With these floors at the top of the 46-story hotel, they provide striking views in every direction. Plus:

  • Guests enjoy complimentary: continental breakfast via room service or in the restaurant; cappuccino at any time.
  • Cocktails at Harry's Bar s in the evening; pressing of one item a day;
  • Specific newspaper on request;
  • Interent access and calls (including international); and a meeting room.

They also get express check-in and checkout.


The rate difference from "regular rooms" can be significant - but remain well below those luxury brands. If a guest takes advantage of all those extras, they would more than make up the difference (breakfast alone is $25.)

We spoke to Ray Keane, the Park Lane's director of marketing, about the strategy and how it's worked. Here's what he had to say:

 
Andaz Wall Street: Responding to the New Luxury Customer
andaz.jpgAndaz, the new "boutique luxury brand" from Hyatt, recently opened its fourth hotel in the heart of Wall Street. A visit to the hotel on its opening day revealed a product that seems to fit with many of the themes that LT360 has been espousing: sensible comfort, a strong emphasis on value, a strong focus on the customer experience.

Following a tour of the hotel and interviews with the hotel management team, here's why Andaz seems to be living up to those criteria:
  • Glitz Gone: The décor is elegant but simple in both interiors and public spaces. Some may not like it but no carpeting in the guest rooms.
  • Enter Intimacy and Inclusivity: Andaz, according to its mission statement, aims for "inclusivity and interactivity" That means no check-in desks; instead hosts take guests through a streamlined arrival process and right to their rooms.
  • No Nickel and Diming: All complimentary: non-alcoholic mini-bar beverages and snacks; WiFi throughout; and local calls.
  • Affordable Restaurant: Wall & Water, the hotel's restaurant, keeps up with the trends in serving locally sourced and seasonal food. But menu prices are far from stratospheric for Manhattan.
 
Who's Doing What That Worked

ritzchicago.jpgThrough the year, Luxury Travel 360 regularly published articles about promotions that were creative - and that worked effectively to generate ROI in the form of business driven, publicity garnered, image enhanced, etc. We went back to some of these promotions to see if they were still in place, and still creating brand buzz, or if they had ended to make way for other initiatives.

Here's an update on the staying power of several innovative promotions we covered.

Ritz-Carlton Chicago's  "Stay As Long As You Like" program enables guests to store clothing and other items (including, in one case, a Christmas tree) to ease their packing and unpacking chores.

According to Michele Grosso, the general manger, "The program continues to be an extremely popular service for our frequently returning guests. We have storage closets full of their clothing and other items -- one guest even stores a guitar with us. We not only store their items, we place them in the guest rooms according to their preference. And when they leave, we pack up the items for them.

 
Four Seasons Dining -- To Go? Neat Package, and Thanksgiving, too

It's not Kentucky Fried but it might be "Slow-Roasted Lemon Pepper Chicken" - to go. It's all about Four Seasons Hotel Atlanta's Dial and Dine Promotion.

dial.jpg  Park 75 is the hotel's four-star restaurant. Each week, the culinary team, led by executive chef Robert Gerstenecker, came up with a meal they'd like to eat at home with their own friends or family. A new menu went up on the hotel's web site each week, and diners placed orders on Wednesday for a Friday pick-up. The tab: $25 per meal..

  

 
Checking Up On Old Favorites in Imagination Marketing The 'Buzz' is still there--and very fresh

Even the most alluring hotels face issues of seasonality; here's how one French property deals with brief lulls.

You can't argue with the fact that the imposingly named Hostellerie de Crillon La Breve in Provence is a unique property - with rooms in seven vintage houses, sitting on top of a hill with a garden in the middle. It also boasts membership in the elite Relais et Chateaux.

But come the late fall, there is traditionally a dip in travel to Europe and that is where Hostellerie de Crillon pulls out all stops in appealing to the taste buds of its gourmet clients.

Every year in late October longtime chef Philippe Monti opens the doors of his kitchen to welcome one or two small groups for a week of culinary exploration. "Cooking in Provence" is a hands-on program that combines plenty of time in the kitchen with excursions to markets, vineyards, cheesemakers and into the mysterious world of the black truffle.  See how it works here.

 

 
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