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<\/p>\nIf you\u2019re running a hotel and want to transition into the luxury market, the key to attracting the right clientele is understanding their mindset.\u00a0 With most marketing strategies the key would be to find\/define your ideal client, tailor your offering to them and reach them through clever marketing messages, multiple times at every touch point. Not so different in the luxury market, you might think. But subtle nuances matter when trying to appeal to high-net-worth clientele. The question this boils down to is why high-net-worth clients choose one hotel over another.\u00a0 Are luxury hotels an accommodation or lifestyle choice?<\/p>\n
Here, I uncover what I believe is the most important factor in that decision-making process and try to answer which matters most: accommodation or lifestyle choice.<\/p>\n
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In attracting luxury clientele, the first thing you must do is get your offering right. If you\u2019ve been cruising mid-market for years, it\u2019s time to close the doors and refurbish. This isn’t just about changing the linens and decor or adding a spa.<\/p>\n
Closing the doors for a period is symbolic. People need to see an end point to the mediocrity. And for your hotel to rise from the flames with a new offering. It doesn\u2019t have to be a complete overhaul, although that\u2019s preferable. You do need to invest in the right places. Interior design, the very best. Quality materials. No corners cut.<\/p>\n
Keep it secret, under wraps, and get every element right; discerning clients have an eye for detail. Accommodation matters, but it is only one strand in appealing to the luxury set. In answering the question of whether becoming a luxury hotel is about accommodation or lifestyle choice \u2013 the answer is both. The key is in a clever marketing strategy.<\/p>\n
Often, when marketing to the masses, whoever makes the most noise wins. Those who are unique, clever, and savvy with their marketing can cash in on the quantity-over-quality model. It\u2019s a numbers game: reach as many people as possible and persuade the largest percentage to choose you over the competitors.<\/p>\n
If you\u2019re lucky enough to have a celebrity visit (whether they\u2019re A, B, C or even D list) the temptation is to announce it to the world that a well-known face is endorsing your brand. For a budget or mid-market brand, or of course those who have something unique and different to offer but still at an affordable price point, this is the right call. To attract the masses, you need to be bold. Sometimes brash. And there\u2019s absolutely no shame in that.<\/p>\n
Luxury marketing has subtle differences. People buy into a luxury hotel because of the way it makes them feel or look. Similar to why they would buy a Gucci handbag or some Louboutin shoes. They choose it because it has a five-star tag, luxury trappings, the experience is right, and it is exclusive.<\/p>\n
In this scenario, marketing is done by creating an air of exclusivity. A rule of thumb is to never over-promote. A well-placed media article here (generally in the luxury lifestyle media) or a tantalising rumour there. You want to create the impression that you are above \u2018tittle tattle\u2019 and shameless promotion.<\/p>\n
Michelin Star restaurants have had tables sit empty night after night on their journey to distinction. The idea being to create the aura of the unobtainable. Nothing works better to attract the luxury set than to let them know they\u2019re able to get a table where others could not.<\/p>\n
And if a famous face does attend, resist the temptation to call the paparazzi. Keep discretion as a core value, focus on the experience, and let your guests do the talking for you.<\/p>\n
Even better, make human influencing part of your marketing strategy. Hire someone (like me) who can work their little black book of contacts. Invite the right people and show them in person that this is the best hotel experience money can buy. It\u2019s not a given that they will share their experience with friends of influence, but if you pull out all the stops, it\u2019s highly likely \u2013 and you can be as bold as to ask them to spread the word if they enjoy their stay.<\/p>\n
The final strand of an ideal luxury hotel marketing strategy is identifying your \u2018extra\u2019.<\/p>\n
What\u2019s the thing that will make you stand out from the crowd and pull in those high spenders? It could be unique history if you\u2019re a heritage venue. Find ways to tell your story and weave it through the fabric of the building. A view to die for, maximised to its full potential with a floor-to-ceiling window in the penthouse or an infinity pool. Or simply the very best customer service where every want and desire is taken care of.<\/p>\n
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Luxury clients will choose a hotel because it offers them something more, something they can\u2019t get elsewhere. It could be escapism. In which case, sell the experience. It could be familiarity and a feeling that staff \u2018know them so well\u2019. In which case, be sure to attend to identifying and remembering their personal choices \u2013 have their favourite dish ready on arrival, fill their minibar with their favourite drinks or brand of water, and the paper they like to read.<\/p>\n
Whatever it is. Find your niche and do it to the best of your ability.<\/p>\n
In summary, there are many factors to consider when attempting to appeal to a luxury audience. Accommodation must be on point; it\u2019s true, and the price point must be right, but most importantly, you must aim to make your hotel a lifestyle choice, similar to how a designer fashion brand like Gucci will. Know what your brand stands for and remember, like attracts like. Once one or two high-net-worth guests are sold on your experience, it won\u2019t be long before your guests begin to do the talking for you.<\/p>\n
You can read more of my thoughts on hotels that are really getting this right in my blog on Hotels That Know the Power of Unique Guest Experience https:\/\/www.liz-taylor-consulting.co.uk\/index.php\/2021\/03\/02\/hotels-that-know-the-power-of-a-unique-guest-experience\/<\/a><\/p>\n The Goring Hotel has been a royal favourite for many years, yet you won\u2019t find this brand shouting it from the rooftops.<\/p>\n![\"Are](\"https:\/\/www.liz-taylor-consulting.co.uk\/wp-content\/uploads\/2022\/05\/Lonestar1.jpg\")
<\/p>\nGETTING IT RIGHT<\/strong><\/h3>\n