Evolve + Adapt = Staying Relevant

I wanted to share with you a recent experience from a weekend getaway that reminded me of the importance of two key elements to operating a successful luxury hotel – the importance of keenly knowing your customers and recognizing how to stay relevant to them.  For me, in-room Internet was the subject at hand.  I stayed at an exquisite Martha’s Vineyard inn, which was outstanding from the accommodations to the food to the service – but the lack of in-room Internet as an option should I want to stay connected was somewhat troubling to me. 

This drove home the point to me that giving travelers what they want is essential – there’s no option – but you need to know what is pertinent to your customers and then execute flawless service delivery. Finding the right balance of staying true to what defines a luxury product as authentic, genuine and unique while still providing the services consumers not only seek but have come to expect remains a challenge for those of us in the hospitality and tourism industry.

This drove home the point to me that giving travelers what they want is essential – there’s no option – but you need to know what is pertinent to your customers and then execute flawless service delivery.  Finding the right balance of staying true to what defines a luxury product as authentic, genuine and unique while still providing the services consumers not only seek but have come to expect remains a challenge for those of us in the hospitality and tourism industry. 

Luxury consumers can’t be pigeon-holed into one category of needs and desires.  As hoteliers and tourism companies, we endeavor to retain our existing customers while also cultivating a new audience as we work toward a goal of unparalleled customer satisfaction and prosperity.  Creating the right recipe for success indeed seems to require a master craftsman!

So, what’s the proper strategy?  Through my consultancy I implore hoteliers and tourism companies to evolve and adapt to stay relevant. 

Today’s luxury customers are an ever-evolving breed; we’ve experienced this with the post-recession emergence of a new sophisticated and affluent customer who craves exciting and meaningful experiences.  As a result of this progression to remain relevant and connected to modern-day appeal, many luxury hotels are reinventing themselves so they can create treasured moments that leave indelible memories in the minds of their guests for them to share with family and friends.  And, this memory-making starts before your guests have even decided where to go.

Case in point – where luxury travel advertising is moving.  To inspire today’s wealthy set whether they’re in their 20’s or 60’s (to target both existing and potential customers), hotel companies have revamped their advertising messages with campaigns specifically speaking to a consumer’s desire to collect relevant experiences and for travel that is extremely personalized and handcrafted just for them.  The Ritz-Carlton Hotel Company and Orient-Express Hotels have just rolled out new emotionally-charged campaigns with Ritz Carlton saying “Let us stay with you” and Orient-Express encouraging consumers to “Embark on a journey like no other.” 

The Ritz-Carlton ads state “Let us invent a drink in your honor,” “Let us take you snorkeling by moonlight” and other like-minded sentiments showcasing the value of customization and a service-oriented, memory-making mindset.  Orient-Express’ campaign is centered around video clips of the fictional Astorbilt family and their travels around the world.  You’re transported on their thrilling journeys – and hopefully you’ll want to engage in the experiences yourself.  If you’d like to learn more about these new advertising campaigns, I recommend you read the recently published article “Luxury Hotels Market the Memories They Can Make” by advertising writer Stuart Elliott in The New York Times http://tinyurl.com/3n6skpz. 

In our competitive luxury market, if you don’t evolve and adapt to stay relevant to consumers, you risk completely falling off their radar.  Going forward, I recommend hoteliers and tourism executives to consider the following:

• The road to high customer satisfaction levels requires impeccable bespoke service at every level from arrival to departure.  Successful delivery of this vacation dream rewards your brand in exponential ways.
• Never lose your passion for providing your guests with enriching experiences – it drives the desire to remain relevant.  Particularly with international travel – regardless of your role on the sales or property level, consider yourself cultural purveyors on the quest to enhance the lives of your guests.  Experiences that are rewarding are relevant.
• ‘Knowledge is power’ for a reason.  Arm yourself with comprehensive information on your customers by talking to them.  Gain crucial insight into what they want and what they expect so you can incorporate this vital degree of personalization into your own evolution strategy. 

As an international travel marketer, I am always on the road.  When I’m on holiday with my family, I focus on generating those magnificent memories and they live with my during my international travels.  Wherever I am in the world, and for whatever purpose, though, I still prefer to remain somewhat connected to reality at home, meaning Internet service for me is as essential as having a bed to sleep in at night.  I wish my Martha’s Vineyard inn knew that!