Weekly posting for december 8th 2006

Boutique hotels going cheap, going everywhere

http://www.hotelmarketing.com/index.php/content/article/061105_boutique_hotels_going_cheap_going_everywhere/

This article is about a new concept of luxurious hotels accessible to a cheaper price range with the same luxurious concept that could be found in an expensive palace. They aim young people and I think it's a very good and bad idea that could be revolutionary because this would maybe put the luxury affordable which could kill it directly. What is luxurious should stay expensive. GMs of these hotels should be very careful about the luxurious image they give and want to keep. Club Med had created another range of more affordable villages but still with a certain quality of comfort and style which situation became quickly quite chaotic as they couldn't aim the target market they've planned to and the Club Med brand name suffered from its reputation.

But the good point is that it will attract a lot of people as the luxury will be finally affordable. Who wouldn't be attracted by this? A Louis Vuitton bag sold half price would attract almost...everybody. But this would be the same theory. If the Louis Vuitton bag is becoming affordable by more than half of a population, it wouldn't be anymore "haute couture" but only "chic". It goes the same for the hotels which should kill prestigious palaces image and new luxurious hotels would find some difficulties to break into a market, where people would believe it is a real one or not.