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.

Weekly posting for december 1st 2006

Personalized, interactive marketing is the future

http://www.hotelmarketing.com/index.php/content/article/061107_personalized_interactive_marketing_is_the_future/

This article deals with a new marketing strategy aiming an increase of guest's satisfaction. It consists in another kind of service based on guest's recognition and individuality. Indeed, the guest is known by all the staff and treated as "the king" as it seems he is alone in the hotel with all the staff and services available for just himself, just like home, but a luxurious home.

The good point is that the guest is recognized as an individual and not only a "guest". But it can be good also for the guest to avoid all administration upon arrival with the check-in process and let the guest enjoy from all services of the hotel. But everything sounds like heaven. I think it can be frustrating for all the staff because guests could become more and more demanding on the expectation of the service; guests also could feel tracked by all staff because everywhere they'd go they'd be recognized and won't feel as comfortable as expected also.

I think this new method should be used by moderately as for the guest and the staff comfort.