experience - the next luxury cliche?
TRANSCRIPT
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‘Experience’ .. The next luxury cliché?
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Champagne with crystal glassware, The doorman with a top hat, rose petals scatteredOn a soft, sumptuous bed…All too familiar visual clichés associated with luxury travel.
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From the first week’s reading, we know that luxury consumersconsider « rare and authentic experiences » as key to luxury positioning.
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But if all luxury brands embrace ‘experience’ as theCritical point of differentiation… can there be a risk of degrading a core customer value into a marketing cliché?
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Let’s take a look at the online marketplace …starting withWestin Hotels
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A recent online advertisingcampaign uses unexpected
images and personal appeal in the text
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The second page of the same campaign’s‘call to action’ is based upon ‘experience’
Preferences…create, etc.
« Book Now » replaced with an ‘invitation’
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Experience Westin Packages as theProduct line…the ‘call to action’
« Choose your Experience »
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WHotels from Starwood is a leader in using expressive images and conversationalText to engage site visitors experientially.
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Whotels changes its main site pages often… always conveying personal experience preferences.
The following pages are from October 2006.
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WHotels – people, not products, populate their site pages.
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WHotels – each choice of experience – rest-revive-play – takes the visitor To a specific package offering.
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Intercontinental Hotels equates their brand with a traveler’sLifestyle.
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Intercontinental Hotels Corporate Website July 2007
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Intercontinental’s downloadableBrochures – linked from
‘experience’ page
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Conrad Hotels’ current campaign presents luxury as theexperience of just being yourself.
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The advert clicks throughTo a product page.
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The question…
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The question… how do you think hotels, and hotel groups, can can continue to differentiate by ‘experience’…
without creating clichés?
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You may wish to see Hospes Hotels approach…
E. Craig – July 2007
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