welcome to the “the luxury customer itb academy webinar or … · 2014-10-06 · itb academy...
TRANSCRIPT
© Maria-Puetz-Willems & Claudia Roth
Welcome to the
ITB Academy Webinar “The luxury customer
journey … a revolution
or back to the hospitality
roots?”
© Maria-Puetz-Willems & Claudia Roth
The Luxury Customer Journey –
A revolution or back
to the hospitality roots?
Maria Puetz-Willems & Claudia Roth
#Luxurywebinar, #ITBBerlinLuxury
Webinar 16th July 2014
initiated by
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Your Hosts Today
• Maria Puetz-Willems
Editor in Chief -
hospitalityInside.com
• Claudia Roth –
Coach and advisor
for luxury brands &
Managing Partner,
Totally Indispensable
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Professional Background
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Maria Puetz-Willems
Founder of the international, bi-lingual, purely editorial-
focused online magazine hospitalityInside.com, targeting
top management only
Writing about hotels since 25 years. Organizer of the ITB
hotel conference “ITB Hospitality Day” since 2006 (and
other conferences & events)
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Professional Background
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Claudia Roth
Extensive senior leadership experience (20+ years) in luxury hospitality Past decade Vice President EMEA for The Leading Hotels of the World In-depth sales, marketing knowledge of luxury hotels and extensive insights of the global luxury consumer
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Today’s Session
• Is designed to challenge perspectives about
luxury, marketing & the luxury consumer
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What is luxury?
"Modern-day travellers see luxury more and more
in the storytelling
of having an experience rather than in luxury items.
Buying an experience is much harder.”
Michael Tiedy, Senior Vice President Brand Design & Innovation,
Starwood Hotels & Resorts (Source: HVS)
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Luxury Facts
• LUXURY GROWTH: In 2011, the German
luxury market grew by 16%, from 11.1 to 12.9
billion Euro (Source: Roland Berger Consulting)
• LUXURY BRANDS: The top 3 of 50 luxury
companies in Germany are Leica (cameras),
Dornbracht (taps) and Montblanc (stationary) (Source: Luxury Business Report 2013, Ernst & Young)
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Luxury Facts cont.
• LUXURY USERS: 75% of the ‘heavy luxury
shoppers’ are extremely interested in fashion,
shoes, perfumes and accessories - to underline
his/her personality. (Source: Digital Luxury Study 2013 by WHITE Communication in coop with GFK nurafo)
• LUXURY EXTREMES: From a Luxury Perfume
Weekend in Berlin to offline holiday - it’s all about
experience, authenticity, premium brands and
inspiration.
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Luxury Facts cont.
• LUXURY DIGITAL: Heavy luxury shoppers
prefer smartphones, tablets and internet-TV,
and they do read magazines regularly (Source: Digital Luxury
Study 2014 by the WHITE Communications in coop with GfK nurafo)
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Technological luxury, classic luxury,
community luxury, exclusive luxury
(money, access) eco luxury, private
luxury, luxury by interest (food, drink,
travel, music, opera, arts), luxury of living a
holistic lifestyle, service luxury, emotional
luxury, experimental luxury, family time is
luxury, freedom is luxury, time is luxury …
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Luxury is …
… multi-dimensial
It means different things to different
people.
Does Luxury need to be exclusive?
Luxury versus Exclusivity?
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Question
What does luxury mean to you?
Think about it or share your thoughts
with us …
T
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Question
How well do you know your clients:
What type of luxury do they expect
from your hotel (business)?
Please share your thoughts with us.s
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Changing Needs
• Multi-generational travel
• 24/7 connectivity
• Personal enrichment
• Millennials ‘alone & together’ (Michael Tiedy)
• Mixing business and leisure = BLEISURE
• Ease of ‘seamless lifestyle’
• Community of like-minded people
• Non-intrusive, highly personalised service
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C
Changing Behaviours
• Technology has lead to an explosion of
information (internet, mobile, etc)
• User-recommended feedback is increasingly
important
• Internet forums provide increased transparency
• People crave experiences over status symbols
(Source: HVS)
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The 5-Step Journey
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Step 1
Client Spotting
• Generation Y (Born 1980-1994) Entering into the workforce, grown up with technology
• Generation X (Born 1965-1980) Geeks, less brand loyal, seek experiences
• Baby Boomers (Born 1944-1964) Generation of exploration & achievements, had to adapt to
technology, brand loyal
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Generation Characteristics
• Generation Y (Born 1980-1994) Give me context and meaning, make it fun, connect me with
everything
• Generation X (Born 1965-1980) Collaborative ‘peer to peer’, connect me to people
• Baby Boomers (Born 1944-1964) Lead me to information
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Summary Luxury Traveller
Previous Travellers
Disconnected
Privacy
Personal space
Status
Separated outlets
Working desk (in room)
(Source: HVS)
New Breed of Traveller
Connected
Community
Being along together
Relationships
Shared open-spaces
Couches (in lobbies)
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Who are your clients? 23
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Summary Step 1
• Understand & cater for your clients’ needs and
essence of being (characteristics)
• Brand message must be clear
• Adapt writing styles and type of communication
• In-house operation and service offerings must
be aligned to your client type
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Step 2
The Search for new Clients
Existing Clients – keep in touch:
• Personal relationships & interaction
• Monitor and engage in ongoing dialogue
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Step 2
The Search for new Clients New Clients – go for an innovative approach:
• Expand your marketing department: Engage your staff to contribute to a ‘dynamic’ digital presence
• Continuously expand social media reach: Engage clients on social media, interactive hotel website, blogs written by staff, tweet ‘insider’ news
• Use your clients to be your brand influencer
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A social media
engagement example
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Reflective Question
What are some ideas for your hotel
to engage your clients on social media?
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Summary Step 2
• In-house technology and skills must evolve
• Communication must be interactive i.e. multi-
dimensial
• Understand the ‘Art of Communication’
• Communicate your hotel’s ‘luxury sweet spot’
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Step 3
From Commodities
to Emotional Connect
Create a ‘world’ in the minds of
your clients: Use colours, images,
descriptive words …
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Luxury is about Emotions
USPs (Unique Selling Points) are out!
In are USEs - Unique Selling Emotions
What are your hotel’s USEs?
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Eco-luxury
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Summary Step 3
If you are not able to excite
your clients
somebody else will!
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Question
Take a minute and write down your hotel’s
(company’s) USEs …
Please write your response in the box
provided for other participants to be inspired!
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Step 4
24/7 Culture of Connectivity
• Connectivity empowers flexibility
• Not everybody wants to be connected anywhere
& anytime
• Understand personal lifestyles and personal
values of your guests
• Determine personalised approach
• Show respect … a new service offering?
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Summary Step 4
OLD style
One-way communication
USP focused
Censored marketing language
Professional imagery
Hotel generated & controlled
content
Service centric
Clients
SHIFTING Paradigm
Multi-dimensial communication
USE focused
Authentic language
Everybody is a photographer
User generated content
Technology & experience
centric
Fans/brand advocates
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Step 5
Create Brand Influencers
• Build on the USEs as part of your post
engagement strategy
• Encourage your ‘Fans’ to spread the USEs
• Develop a lifestyle marketing approach to
create a community of like minded travellers
• Triple E’s: Engage, Encourage & Enthuse
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Changing Landscape of Luxury:
Emerging business models - a threat?
• Airbnb
• luxushuetten.com
• Ueber
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RECOMMENDATIONS
• Hotels need to encourage in-house innovation
• Be clear about your USEs (Unique Selling Emotions)
• Understand your audience & communicate in their
listing
• Hire talent with new and relevant skills
• Invest in technological infrastructure
• Embrace change: Change is here to stay
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Through which eyes do you see the
world changing? 41
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We THANK YOU for your interest!
Maria Puetz-Willems
Claudia Roth
t: @crothburns
#Luxurywebinar, #ITBBerlinLuxury
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ITB Academy
Jessica Varga
Tel.: + 49 (0)30 - 3038-2528
E-Mail: [email protected]
Website: www.itb-berlin.de/academy
Thank you for
your attention!