Download - The future of luxury hotels

THIBAUT THOUZERY [email protected] / @thushhush

http://creative-spider.com

MASTER MARKETING DU LUXE

WORKSHOP THE FUTURE OF LUXURY HOTELS




AGENDA

I.  WHAT IS THE LUXURY?

II.  A DEFINITION FOR LUXURY HOTELS?

III.  NEW INSIGHTS

IV.  TRENDS

V.  IDEA FOR NEW PRODUCTS




? WHAT IS THE « LUXURY » I.




Some people think luxury is the opposite of poverty. It is not. It is the opposite of vulgarity. COCO CHANEL




I think the older I get, the more I realize that the ultimate luxury is time. MICHAEL KORS




Luxury is the ease of a t-shirt in a very expensive dress. KARL LAGERFELD




Consuming luxury is consuming both a product, a legend or a myth, a tradition, savoir-faire and a rite of use. GILLES LIPOVESTSKY




Any clear definition of luxury is not possible in so far as each perceives its luxury differently. MICHEL GOETSCHMANN




A DEFINITION IS NOT POSSIBLE... BUT SOME PILARS EXISTS!

HERITAGE & HISTORY

ICONIC PRODUCTS





HERITAGE & HISTORY

CREATIVITY & INNOVATION

ICONIC PRODUCTS





HERITAGE & HISTORY


ICONIC PRODUCTS

EXCLUSIVITY / RARITY





HERITAGE & HISTORY


ICONIC PRODUCTS

EXCLUSIVITY / RARITY

UNIQUE EXPERIENCE NOTION OF DREAM





HERITAGE & HISTORY


ICONIC PRODUCTS

EXCLUSIVITY / RARITY EXCELLENCE OF SERVICES






HERITAGE & HISTORY

CULTURE OF CRAFTMANSHIP & PREMIUM QUALITY


ICONIC PRODUCTS







HERITAGE & HISTORY



ICONIC PRODUCTS AESTETHICS






HERITAGE & HISTORY I.1




HERITAGE & HISTORY




ICONIC PRODUCTS I.2




ICONIC PRODUCTS




ICONIC COLORS





I.3




A UNIQUE SAVOIR-FAIRE




EXCELLENCE OF RAW MATERIALS




EXCLUSIVITY & RARITY

I.4




EXCLUSIVITY & RARITY





I.5




AESTHETICS I.6




AESTHETICS




EXELLENCE OF SERVICES

I.7




EXCELLENCE OF SERVICES




A UNIQUE EXPERIENCE / NOTION OF DREAM

I.8




A UNIQUE EXPERIENCE / NOTION OF DREAM




? A DEFINITION FOR LUXURY HOTELS

II.




INTRODUCTION II.1




Feel Much at home... In a fantastic place. KEVIN SPACEY




Luxury hospitality is « un art de vivre ». RELAIS & CHÂTEAUX




ALL AROUND THE WORLD, SOME RITUALS AND « BASIC » SERCIVES EXIST.




FAST CHECK-IN

IN LUXURY HOSPITALITY, MORE THAN THE QUALITY, THE EXCELLENCE IS THE STANDARD. EACH DETAILS FROM RESERVATION TO CHECK-OUT COUNTS TO OFFER SINGULAR EXPERIENCES.




LUXURY HOTELS ARE SITUATED IN THE BEST SPOTS




LUXURY HOTELS DELIVER EXCLUSIVE EXPERIENCES




RITUALIZATION II.2




RITUALIZATION




PERFECTION II.3




GLOBALISATION

NOWDAYS & ALL AROUND THE WORLD, TO BE CONSIDERED AS « LUXURY », HOTELS MUST OFFERS THE SAME STANDARDS OF PERFECTION IN SERVICES, IN ROOMS, IN DINING, ...




KING SIZE BED




NATURAL-FIBER BEDSPREAD




A PILLOW SERVICE




TECHNOLOGIES (FREE WIFI – IPOD DOCK – LED TV - ...)




A COFFEE MAKER




AN OUTSTANDING HOTEL DINING




A BAR SERVICE




A CONCIERGERIE




A SWIMMING POOL




A 24H FITNESS CENTER




A SPA




SITUATIONS II.4




SITUATIONS




MEMORIES & MYTHES II.5




MEMORIES & MYTHES




SINGULAR EXPERIENCES

II.6




OFFERS II.7




THE SCOPE

70 + hotel brands

+ 900 international destinations

3 « classical » categories




3 CATEGORIES

LUXURY EXCLUSIVE

LUXURY MAJOR

UPPER UPSCALE

Four Seasons – Shangri La – Taj Hotel – Six Senses – Peninsula – Regent – Anantara – Affinia – Jumeirah – Mandarin Oriental, Small Luxury Hotels – The Leading Hotels of the World – Relais & Châteaux - ......

Conrad – Grand Hyatt – InterContinental – JW Marriot – ME Hotel – Park Hyatt – Raffles – Ritz Carlton – Sofitel – St. Régis – W Hotel - ...

Hilton – Swissotel – Westin – Sheraton – Pullman Hotel – Radisson Blue – Le Méridien – Hyatt – Hilton – Okura Hotel – vivanta by Taj - ...




LUXURY EXCLUSIVE




LUXURY MAJOR




UPPER UPSCALE




? NEW INSIGHTS III.




WHO ARE THE GUESTS?

III.1




LUXURY CONSUMERS III.1.1




THE REGULARS




+20% OF MILLIONAIRES IN 2013 BOSTON CONSULTING GROUP




THE CASUALS




THEIR PROFILS

THE NUMBER OF LUXURY CONSUMERS HAVE TRIPLED SINCE 1995 (90 MILLIONS > 330 MILLIONS*)

•  45% (150 millions) buy luxury and premium products (1250€/year)

•  15 millions of individuals represents ½ of luxury incomes (108 billions $)

*Bain & Company / RedBurn Partners / Millward Brown- 2013




THEIR PROFILS

FOR A MAJORITY THEY ARE PART OF THE MIDDLE CLASS è THEY EARN BETWEEN 50 & 120K US$ / YEAR

§  For exemple, in China*:

§  In 2011, it represented more than120 millions of individuals

§  In 2020, it will be represented more than 280 millions of individuals, 5% of global consumption & 40% of luxury consumption

§  In 2011, 700 000 households earned more than 250K US$. In 2015, the hey will be 1,5 millions of households

*Boston Consulting Group – Nov. 2011




THEIR PROFIL

THE LUXURY CONSUMERS ARE MORE HETEROGENEOUS

THE SEVEN FACES OF GLOBAL CONSUMTION OF LUXURY




1. THE OMNIVORIOUS




2. THE AWARE




3. THE INVESTOR




4. THE HEDONIST




5. THE CONSERVATIVE




6. THE DISSILLUSIONED




THE ASPIRANT




SPECIFICATIONS : THE LUXURY HOTELS’ GUESTS

III.1.2




DIFFERENT CATEGORIES FOR « DIFFERENT » JOURNEYS

BUSINESS LEISURE / HOLIDAY

THE REGULARS THE CASUALS




BUSINESS GUESTS




INDIVIDUALS




GROUPS




LEISURE GUESTS




INDIVIDUALS




GROUPS




INSIGHTS




THE RELEASED




THE TECHNOPODE




THE SERIAL SHOPPER




THE DAZZLING




THE RADIANT NERDS




THE SERENE SENIORS




THE HOMEBODIES




THE HAVES




THEIR NEEDS / WANTS III.2.2




INTIMITY




DISCRETION




EXCLUSIVITY




AUTHENTICITY




PERSONALIZATION




TRANSPARENCY




EFFICIENT LOYALTY & RELATION PROGRAMS




Impossible d'afficher l'image. Votre ordinateur manque peut-être de mémoire pour ouvrir l'image ou l'image est endommagée. Redémarrez l'ordinateur, puis ouvrez à nouveau le fichier. Si le x rouge est toujours affiché, vous devrez peut-être supprimer l'image avant de la réinsérer.

ECO-RESPONSABILITY




ECO-RESPONSABILITY




CITIZEN RESPONSABILITY




? TRENDS IV.




HOTEL TRENDS IV.1




BOUTIQUE HOTELS IV.1.1




BOUTIQUE HOTELS




BOUTIQUE HOTEL




« MAISONS DE LUXE » HOTELS IV.1.2




« LES MAISONS DE LUXE » HOTELS




URBAN RESORTS IV.1.3




URBAN RESORTS




CONCEPT & ICONOCLAST HOTELS

IV.1.4




CONCEPT HOTELS




ICONOCLAST HOTELS




EPHEMERAL HOTELS IV.1.5




EPHEMERAL HOTELS




EXCLUSIVE PLACES IV.1.6




EXCLUSIVE PLACES




CO-BRANDING IV.1.7




CO-BRANDING




OTHER TRENDS IV.2




UNDERGROUND RESTAURANTS




UNIQUE TABLE WITH YOUR OWN CHEF




EPHEMERAL RESTAURANTS & POP-UP STORES




COOKING CLASSES




CO-WORKING SPACES




JET CHARTER




PRIVATE DRIVER




PERSONAL SHOPPER




ONLINE CONCIERGERIE




EXCLUSIVE SOCIAL MEDIA COMMUNITIES




MONTHLY BOX




HOME/ FLAT RENTING




PEER TO PEER TRAVEL




? MY VISION / MY PRODUCT V.




ULTRA LUXE V.1




LA MAISON : THE SUR MESURE « HOTELS »

A NEW TYPE OF « HOTELS » IN ORDER TO OFFER TO THE GUESTS :

•  INTIMITY, NON CONVENTIONAL & UNDERGROUND PLACES

•  DEDICATED PERSONNEL TO EXCPETIONNAL SERVICES & ATTENTIONS

•  EXCLUSIVE JOURNEYS

•  A LUXURY « CITY / COUNTRY » INSIDER EXPERIENCES

•  THE FEELING TO BE AT HOME EVERY WHERE IN THE WORLD !




SINGULAR PRODUCTS

LA MAISON IS THE BEST HOTELS GROUPS + PERSONAL CONCIERGERIE IN THE WORLD, BECAUSE IT CREATES « SUR MESURE HOTELS » FOR EACH GUEST / JOURNEYS!




HOW IT WORKS

FOR ONE NIGHT, A WEEK, A MONTH OR MORE... LA MAISON IS GOING TO :

•  HUNT & RENT THE BEST PLACES

•  FURNISH & DECORATE ALL THE ROOM / HOUSE / FLAT / CASTLE / FARM ...

•  BOOK ALL THE STAFF (housekeepers, maids, Chefs, servers, ...)

•  ORGANISE ALL THE JOURNEYS

It is going further than entreprise like LeCollectionist. LeCollectionist just propose Villas with staff which could be rent by anyone & without personalization.




HUNT & RENT THE BEST PLACES

III.1.1




THE BEST PLACES

IN ORDER TO OFFER THE « PRODUCTS », THE MOST IN ADEQUATION WITH THE DESIRES / JOURNEYS OF THE GUEST, :

•  LA MAISON IS NOT GOING TO CREATE PRODUCTS WITH ROOMS & SERVICES INSIDE

•  LA MAISON IS GOING TO HUNT EXCEPTIONAL APARTMENTS, LOFTS, PENTHOUSES, HOUSES, ... TO CREATE « SUR MESURE » ROOMS WITH LUXURY SERVICES




THE BEST PLACES

•  START WITH A ONE BEDROOM APARTMENT (35m2) TO ...

•  IN CLASSICAL, TRENDY, ARTY, UNDERGROUND PLACES OR NO MAN’S LAND

•  WITH THE VIEW OR.. NOT...

•  WITH A POOL, A SPA, A GARDEN, ...




HUNT & RENT THE BEST PLACES




FURNISH & DECORATE III.1.1




CHOOSE DECORATION / SERVICES

WITH LOTS OF LUXURY PARTNERSHIPS (ART GALLERIES, AUCTION HOUSES, DESIGNERS, DECORATORS, ARTISTS, FLORIST ARTISTS, ...), LA MAISON IS GOING TO PURPOSE A SUR-MESURE DECORATION.




FURNISH & DECORATE




Impossible d'afficher l'image. Votre ordinateur manque peut-être de mémoire pour ouvrir l'image ou l'image est endommagée. Redémarrez l'ordinateur, puis ouvrez à nouveau le fichier. Si le x rouge est toujours affiché, vous devrez peut-être supprimer l'image avant de la réinsérer.

FURNISH & DECORATE




FURNISH & DECORATE




FURNISH & DECORATE

LUCAS SELVA ARCHITECT




BOOK, MANAGE THE STAFF & ORGANISE ALL JOURNEYS

III.1.1




ALL THE STAFF YOU REALLY NEED / WANTS!

IN ORDER TO CREATE AN INTIMATE ATMOSPHERE, LA MAISON IS GOING TO ADAPT ITS PERSONEL TO EACH REQUEST OF THE GUEST.




HOW IT WORKS III.1.1




THE RELATION IS THE KEY

1.  LISTEN, SPEAK & LEARN : §  IDENTIFY ALL THE INSIGHTS, PASSIONS, TASTES,

INSPIRATIONS... NEEDS & WANTS OF EACH GUEST

2.  DEVELOP A REAL CONFIDENT RELATIONSHIP WITH THE GUEST

3.  ANTICIPATE




THE RELATION IS THE KEY

4.  CREATE AT EACH JOURNEY A PRODUCT IN ADEQUATION WITH THE FEELINGS / NEEDS OF THE GUEST

5.  THE SAME TEAM IN EACH COUNTRY, CONTINENT OR IN THE WORLD

6.  ONE DEDICATE MANAGER TO EACH GUEST




A RELATION PLATFORM (MOBILE, WEBSITE, PHONE)

LA MAISON IS ALSO A 7/7 - 24/24H PLATFORM :

-  BE CONNECTED TO THE STAFF / DIRECTION (BOOK, CREATE A TRIP, ...)

-  BUY THE FLATS / HOUSES / ARTWORKS/ ...

-  BE CONNECTED TO ALL THE MEMBERS OF THE « CLUB LA MAISON »




THE STAFF

3 OR 4 OFFICES WITH WORLDWIDE EXPERTS OF :

-  HOUSE HUNTING

-  LUXURY HOTELS & RESTAURANTS

-  TRAVEL AGENCIES

-  EVENTS & LOGISTICS

-  BUYING...




THE STAFF

IN THE 20 MAJOR COUNTRIES :

•  A TEAM OF LUXURY HOTEL MANAGERS + A MIN. STAFF READY TO WORK ALL AROUND THE WORLD

•  FREELANCERS WHO WORKS IN LUXURY HOSPITALITY SERVICES




PARTNERS

WORLDWIDE PARTNERS :

-  LUXURY BRANDS (AUTOMOTIVE , FURNITURE, DESIGN, AIRLINES CIES, ..)

-  LOCAL PRODUCTERS (VEGETABLE GROWERS, FISHERMEN, STOCKBREEDERS, ...)

-  HAIR & MAKE-UP ARTISTS, SPORT COACHES, ...

-  AIRBNB ...




SINGULAR PRODUCTS

LA MAISON IS NOT AN HOTELS / RESORTS GROUP, BUT A SUR-MESURE RENTAL SERVICE WITH ALL THE LUXURY HOTELS SERVICES AND MORE...




MASSTIGE PRODUCT II.2




+ LUXURY HOTEL SERVICES

À LA CARTE (reception, house keeping, chefs, ...)




MERCI!