9.09
"Back to Basics" in The Luxury Market

Just back from The Lodging Conference in Phoenix, where the focus was on "Back to Basics." Observation, conversation and public relations were key for C&S, as we made contacts and learned innovative ways of marketing in the new economy. Of special interest was an "Ultra Luxury Lodging" roundtable, where some of the top hoteliers and developers, (i.e. Starwood, Sunstone, Baird), answered tough questions about the definition of "luxury" in the future.

The consensus was that Baby Boomers are spending far less, and GenXers represent the new frontier. Ranging from ages 25 to 45, in a nutshell, these consumers want less fuss, more green, and free WiFi. They're trusing social marketing mehcanisms over hotel ratings, and they would rather use automated systems than have service people coddle them.

C&S is working on innovative ways to reach this rising consumer, including effective e-lists and mailing lists, websites with monitoring mechanisms, intense public relations and direct-response advertising.