The future of luxury hotels

THIBAUT THOUZERY thibaut@hush-hush.fr / @thushhush

http://creative-spider.com

MASTER MARKETING DU LUXE

WORKSHOP THE FUTURE OF LUXURY HOTELS

AGENDA

I.  WHAT IS THE LUXURY?

II.  A DEFINITION FOR LUXURY HOTELS?

III.  NEW INSIGHTS

IV.  TRENDS

V.  IDEA FOR NEW PRODUCTS

? WHAT IS THE « LUXURY » I.

Some people think luxury is the opposite of poverty. It is not. It is the opposite of vulgarity. COCO CHANEL

I think the older I get, the more I realize that the ultimate luxury is time. MICHAEL KORS

Luxury is the ease of a t-shirt in a very expensive dress. KARL LAGERFELD

Consuming luxury is consuming both a product, a legend or a myth, a tradition, savoir-faire and a rite of use. GILLES LIPOVESTSKY

Any clear definition of luxury is not possible in so far as each perceives its luxury differently. MICHEL GOETSCHMANN

A DEFINITION IS NOT POSSIBLE... BUT SOME PILARS EXISTS!

HERITAGE & HISTORY

ICONIC PRODUCTS

HERITAGE & HISTORY

CREATIVITY & INNOVATION

ICONIC PRODUCTS

HERITAGE & HISTORY

ICONIC PRODUCTS

EXCLUSIVITY / RARITY

HERITAGE & HISTORY

ICONIC PRODUCTS

EXCLUSIVITY / RARITY

UNIQUE EXPERIENCE NOTION OF DREAM

HERITAGE & HISTORY

ICONIC PRODUCTS

EXCLUSIVITY / RARITY EXCELLENCE OF SERVICES

HERITAGE & HISTORY

CULTURE OF CRAFTMANSHIP & PREMIUM QUALITY

ICONIC PRODUCTS

HERITAGE & HISTORY

ICONIC PRODUCTS AESTETHICS

HERITAGE & HISTORY

HERITAGE & HISTORY I.1

HERITAGE & HISTORY

ICONIC PRODUCTS I.2

ICONIC PRODUCTS

ICONIC COLORS

A UNIQUE SAVOIR-FAIRE

EXCELLENCE OF RAW MATERIALS

EXCLUSIVITY & RARITY

AESTHETICS I.6

AESTHETICS

EXELLENCE OF SERVICES

EXCELLENCE OF SERVICES

A UNIQUE EXPERIENCE / NOTION OF DREAM

? A DEFINITION FOR LUXURY HOTELS

INTRODUCTION II.1

Feel Much at home... In a fantastic place. KEVIN SPACEY

Luxury hospitality is « un art de vivre ». RELAIS & CHÂTEAUX

ALL AROUND THE WORLD, SOME RITUALS AND « BASIC » SERCIVES EXIST.

FAST CHECK-IN

IN LUXURY HOSPITALITY, MORE THAN THE QUALITY, THE EXCELLENCE IS THE STANDARD. EACH DETAILS FROM RESERVATION TO CHECK-OUT COUNTS TO OFFER SINGULAR EXPERIENCES.

LUXURY HOTELS ARE SITUATED IN THE BEST SPOTS

LUXURY HOTELS DELIVER EXCLUSIVE EXPERIENCES

RITUALIZATION II.2

RITUALIZATION

PERFECTION II.3

GLOBALISATION

NOWDAYS & ALL AROUND THE WORLD, TO BE CONSIDERED AS « LUXURY », HOTELS MUST OFFERS THE SAME STANDARDS OF PERFECTION IN SERVICES, IN ROOMS, IN DINING, ...

KING SIZE BED

NATURAL-FIBER BEDSPREAD

A PILLOW SERVICE

TECHNOLOGIES (FREE WIFI – IPOD DOCK – LED TV - ...)

A COFFEE MAKER

AN OUTSTANDING HOTEL DINING

A BAR SERVICE

A CONCIERGERIE

A SWIMMING POOL

A 24H FITNESS CENTER

SITUATIONS II.4

SITUATIONS

MEMORIES & MYTHES II.5

MEMORIES & MYTHES

SINGULAR EXPERIENCES

OFFERS II.7

THE SCOPE

70 + hotel brands

+ 900 international destinations

3 « classical » categories

3 CATEGORIES

LUXURY EXCLUSIVE

LUXURY MAJOR

UPPER UPSCALE

Four Seasons – Shangri La – Taj Hotel – Six Senses – Peninsula – Regent – Anantara – Affinia – Jumeirah – Mandarin Oriental, Small Luxury Hotels – The Leading Hotels of the World – Relais & Châteaux - ......

Conrad – Grand Hyatt – InterContinental – JW Marriot – ME Hotel – Park Hyatt – Raffles – Ritz Carlton – Sofitel – St. Régis – W Hotel - ...

Hilton – Swissotel – Westin – Sheraton – Pullman Hotel – Radisson Blue – Le Méridien – Hyatt – Hilton – Okura Hotel – vivanta by Taj - ...

LUXURY EXCLUSIVE

LUXURY MAJOR

UPPER UPSCALE

? NEW INSIGHTS III.

WHO ARE THE GUESTS?

LUXURY CONSUMERS III.1.1

THE REGULARS

+20% OF MILLIONAIRES IN 2013 BOSTON CONSULTING GROUP

THE CASUALS

THEIR PROFILS

THE NUMBER OF LUXURY CONSUMERS HAVE TRIPLED SINCE 1995 (90 MILLIONS > 330 MILLIONS*)

•  45% (150 millions) buy luxury and premium products (1250€/year)

•  15 millions of individuals represents ½ of luxury incomes (108 billions $)

*Bain & Company / RedBurn Partners / Millward Brown- 2013

THEIR PROFILS

FOR A MAJORITY THEY ARE PART OF THE MIDDLE CLASS è THEY EARN BETWEEN 50 & 120K US$ / YEAR

§  For exemple, in China*:

§  In 2011, it represented more than120 millions of individuals

§  In 2020, it will be represented more than 280 millions of individuals, 5% of global consumption & 40% of luxury consumption

§  In 2011, 700 000 households earned more than 250K US$. In 2015, the hey will be 1,5 millions of households

*Boston Consulting Group – Nov. 2011

THEIR PROFIL

THE LUXURY CONSUMERS ARE MORE HETEROGENEOUS

THE SEVEN FACES OF GLOBAL CONSUMTION OF LUXURY

1. THE OMNIVORIOUS

2. THE AWARE

3. THE INVESTOR

4. THE HEDONIST

5. THE CONSERVATIVE

6. THE DISSILLUSIONED

THE ASPIRANT

SPECIFICATIONS : THE LUXURY HOTELS’ GUESTS

III.1.2

DIFFERENT CATEGORIES FOR « DIFFERENT » JOURNEYS

BUSINESS LEISURE / HOLIDAY

THE REGULARS THE CASUALS

BUSINESS GUESTS

INDIVIDUALS

GROUPS

LEISURE GUESTS

INDIVIDUALS

GROUPS

INSIGHTS

THE RELEASED

THE TECHNOPODE

THE SERIAL SHOPPER

THE DAZZLING

THE RADIANT NERDS

THE SERENE SENIORS

THE HOMEBODIES

THE HAVES

THEIR NEEDS / WANTS III.2.2

INTIMITY

DISCRETION

EXCLUSIVITY

AUTHENTICITY

PERSONALIZATION

TRANSPARENCY

EFFICIENT LOYALTY & RELATION PROGRAMS

Impossible d'afficher l'image. Votre ordinateur manque peut-être de mémoire pour ouvrir l'image ou l'image est endommagée. Redémarrez l'ordinateur, puis ouvrez à nouveau le fichier. Si le x rouge est toujours affiché, vous devrez peut-être supprimer l'image avant de la réinsérer.

ECO-RESPONSABILITY

CITIZEN RESPONSABILITY

? TRENDS IV.

HOTEL TRENDS IV.1

BOUTIQUE HOTELS IV.1.1

BOUTIQUE HOTELS

BOUTIQUE HOTEL

« MAISONS DE LUXE » HOTELS IV.1.2

« LES MAISONS DE LUXE » HOTELS

URBAN RESORTS IV.1.3

URBAN RESORTS

CONCEPT & ICONOCLAST HOTELS

IV.1.4

CONCEPT HOTELS

ICONOCLAST HOTELS

EPHEMERAL HOTELS IV.1.5

EPHEMERAL HOTELS

EXCLUSIVE PLACES IV.1.6

EXCLUSIVE PLACES

CO-BRANDING IV.1.7

CO-BRANDING

OTHER TRENDS IV.2

UNDERGROUND RESTAURANTS

UNIQUE TABLE WITH YOUR OWN CHEF

EPHEMERAL RESTAURANTS & POP-UP STORES

COOKING CLASSES

CO-WORKING SPACES

JET CHARTER

PRIVATE DRIVER

PERSONAL SHOPPER

ONLINE CONCIERGERIE

EXCLUSIVE SOCIAL MEDIA COMMUNITIES

MONTHLY BOX

HOME/ FLAT RENTING

PEER TO PEER TRAVEL

? MY VISION / MY PRODUCT V.

ULTRA LUXE V.1

LA MAISON : THE SUR MESURE « HOTELS »

A NEW TYPE OF « HOTELS » IN ORDER TO OFFER TO THE GUESTS :

•  INTIMITY, NON CONVENTIONAL & UNDERGROUND PLACES

•  DEDICATED PERSONNEL TO EXCPETIONNAL SERVICES & ATTENTIONS

•  EXCLUSIVE JOURNEYS

•  A LUXURY « CITY / COUNTRY » INSIDER EXPERIENCES

•  THE FEELING TO BE AT HOME EVERY WHERE IN THE WORLD !

SINGULAR PRODUCTS

LA MAISON IS THE BEST HOTELS GROUPS + PERSONAL CONCIERGERIE IN THE WORLD, BECAUSE IT CREATES « SUR MESURE HOTELS » FOR EACH GUEST / JOURNEYS!

HOW IT WORKS

FOR ONE NIGHT, A WEEK, A MONTH OR MORE... LA MAISON IS GOING TO :

•  HUNT & RENT THE BEST PLACES

•  FURNISH & DECORATE ALL THE ROOM / HOUSE / FLAT / CASTLE / FARM ...

•  BOOK ALL THE STAFF (housekeepers, maids, Chefs, servers, ...)

•  ORGANISE ALL THE JOURNEYS

It is going further than entreprise like LeCollectionist. LeCollectionist just propose Villas with staff which could be rent by anyone & without personalization.

HUNT & RENT THE BEST PLACES

III.1.1

THE BEST PLACES

IN ORDER TO OFFER THE « PRODUCTS », THE MOST IN ADEQUATION WITH THE DESIRES / JOURNEYS OF THE GUEST, :

•  LA MAISON IS NOT GOING TO CREATE PRODUCTS WITH ROOMS & SERVICES INSIDE

•  LA MAISON IS GOING TO HUNT EXCEPTIONAL APARTMENTS, LOFTS, PENTHOUSES, HOUSES, ... TO CREATE « SUR MESURE » ROOMS WITH LUXURY SERVICES

THE BEST PLACES

•  START WITH A ONE BEDROOM APARTMENT (35m2) TO ...

•  IN CLASSICAL, TRENDY, ARTY, UNDERGROUND PLACES OR NO MAN’S LAND

•  WITH THE VIEW OR.. NOT...

•  WITH A POOL, A SPA, A GARDEN, ...

FURNISH & DECORATE III.1.1

CHOOSE DECORATION / SERVICES

WITH LOTS OF LUXURY PARTNERSHIPS (ART GALLERIES, AUCTION HOUSES, DESIGNERS, DECORATORS, ARTISTS, FLORIST ARTISTS, ...), LA MAISON IS GOING TO PURPOSE A SUR-MESURE DECORATION.

FURNISH & DECORATE

Impossible d'afficher l'image. Votre ordinateur manque peut-être de mémoire pour ouvrir l'image ou l'image est endommagée. Redémarrez l'ordinateur, puis ouvrez à nouveau le fichier. Si le x rouge est toujours affiché, vous devrez peut-être supprimer l'image avant de la réinsérer.

FURNISH & DECORATE

LUCAS SELVA ARCHITECT

BOOK, MANAGE THE STAFF & ORGANISE ALL JOURNEYS

III.1.1

ALL THE STAFF YOU REALLY NEED / WANTS!

IN ORDER TO CREATE AN INTIMATE ATMOSPHERE, LA MAISON IS GOING TO ADAPT ITS PERSONEL TO EACH REQUEST OF THE GUEST.

HOW IT WORKS III.1.1

THE RELATION IS THE KEY

1.  LISTEN, SPEAK & LEARN : §  IDENTIFY ALL THE INSIGHTS, PASSIONS, TASTES,

INSPIRATIONS... NEEDS & WANTS OF EACH GUEST

2.  DEVELOP A REAL CONFIDENT RELATIONSHIP WITH THE GUEST

3.  ANTICIPATE

THE RELATION IS THE KEY

4.  CREATE AT EACH JOURNEY A PRODUCT IN ADEQUATION WITH THE FEELINGS / NEEDS OF THE GUEST

5.  THE SAME TEAM IN EACH COUNTRY, CONTINENT OR IN THE WORLD

6.  ONE DEDICATE MANAGER TO EACH GUEST

A RELATION PLATFORM (MOBILE, WEBSITE, PHONE)

LA MAISON IS ALSO A 7/7 - 24/24H PLATFORM :

-  BE CONNECTED TO THE STAFF / DIRECTION (BOOK, CREATE A TRIP, ...)

-  BUY THE FLATS / HOUSES / ARTWORKS/ ...

-  BE CONNECTED TO ALL THE MEMBERS OF THE « CLUB LA MAISON »

THE STAFF

3 OR 4 OFFICES WITH WORLDWIDE EXPERTS OF :

-  HOUSE HUNTING

-  LUXURY HOTELS & RESTAURANTS

-  TRAVEL AGENCIES

-  EVENTS & LOGISTICS

-  BUYING...

THE STAFF

IN THE 20 MAJOR COUNTRIES :

•  A TEAM OF LUXURY HOTEL MANAGERS + A MIN. STAFF READY TO WORK ALL AROUND THE WORLD

•  FREELANCERS WHO WORKS IN LUXURY HOSPITALITY SERVICES

PARTNERS

WORLDWIDE PARTNERS :

-  LUXURY BRANDS (AUTOMOTIVE , FURNITURE, DESIGN, AIRLINES CIES, ..)

-  LOCAL PRODUCTERS (VEGETABLE GROWERS, FISHERMEN, STOCKBREEDERS, ...)

-  HAIR & MAKE-UP ARTISTS, SPORT COACHES, ...

-  AIRBNB ...

SINGULAR PRODUCTS

LA MAISON IS NOT AN HOTELS / RESORTS GROUP, BUT A SUR-MESURE RENTAL SERVICE WITH ALL THE LUXURY HOTELS SERVICES AND MORE...

MASSTIGE PRODUCT II.2

+ LUXURY HOTEL SERVICES

À LA CARTE (reception, house keeping, chefs, ...)

MERCI!

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