4Hoteliers
SEARCH
SHARE THIS PAGE
NEWSLETTERS
CONTACT US
SUBMIT CONTENT
ADVERTISING
Super Luxe Offerings Reel in the Rich
Tuesday, 12th March 2019
Source : Michael Scaturro - Exclusive at ITB Berlin

Marketing to the super rich only makes sense if companies can recoup the cost, 'there’s no point in catering to extremely rich people unless you have very expensive things to sell them,' said Doug Lansky, a former television host on the Travel Channel and consultant.

He added: “Hotels should ask themselves if they want a rich person who pays 350 EUR a night or a middle-class person who has saved up for a while and would spend 400 EUR a night.”

As for cities – they should adopt “smart shopping” policies to make it more practical for travelers of all income brackets to spend money, Lanksy said.

“Copenhagen is an example of a city that doesn’t have smart shopping polices,” he said, “All of the stores close at 6 pm, when most people want to shop.”

Hotel concierges can cater to super-rich and non-rich travelers alike by scheduling daily running groups, “since whether you’re a billionaire or not, you want to have an authentic local experience,” Lansky said.

Then there’s Instagram: it draws in the masses while also detracting from higher-paying guests’ enjoyment of an art or museum experience.

On that, Lanksy cautioned, properties and cultural venues “will have to start weighing whether to ban photography.”

Still, he recommends “treating everyone like a travel journalist or a social media star and wowing guests – a strategy used by both Disney and Four Season’s Hotels.”

This is strictly an exclusive feature, reprints of this article in any shape or form without prior written approval from 4Hoteliers.com is not permitted. Michael Scaturro is reporting exclusively for 4Hoteliers.com at ITB Berlin 2019 - www.4Hoteliers.com/itb.

Contact us for ITB Asia 2019 and ITB Berlin 2020 marketing opportunities.

~ Important Notice ~
Articles appearing here contain copyright material. They are meant for your personal use and may not be reproduced or redistributed. While 4Hoteliers makes every effort to ensure accuracy, we can not be held responsible for the content nor the views expressed, which may not necessarily be those of either the original author or 4Hoteliers or its agents.

© Copyright 4Hoteliers 2001-2019 ~ unless stated otherwise, all rights reserved.
You can read more about 4Hoteliers and our company here
Use of this web site is subject to our
terms & conditions of service and privacy policy