Luxury Hotelier - September 2007 - (Page 8)

8| Inform Alliance: Luxury sector faces challenges M ore consumers with more disposable income are entering the world of luxury, and are reshaping the profile of the luxury traveler, according to a white paper from the Luxury Alliance. Gen X-ers, Millennials and baby boomers each are having their own specific effect on the luxury segment, which calls for progressively more creativity in marketing campaigns and strategic planning targeted to emerging and growth market segments. In addition, spa and wellness travel is the fastest-growing segment of the hospitality industry, according to the paper. However, not everything is positive. The white paper addresses four issues that represent serious challenges for luxury hotel owners and operators: Faux branding is confusing the luxury hotel profile as revered hotel brands extend to collections of questionable integrity. Wall Street profiteering is having an impact on the industry with a flip-and-run policy geared to turning a fast profit on property purchases and speedy resales. Without the underpinnings of service or quality, these all-money deals lack integrity and value. Corporate identity theft in the form of online piracy is posing a serious threat to established brands that work diligently to create and maintain trust with consumers. Talent is in short supply. Human resources represents the biggest strategic challenge facing the hospitality industry today. Founded in 2000, the Luxury Alliance is a strategic marketing partnership of preeminent brands in luxury travel. The original founding members are The Leading Hotels of the World and Relais & Chateaux. Other members include Orient-Express Hotels, Trains & Cruises, Silversea Cruises and Crystal Cruises. Company rebrands as The Rocco Forte Collection Ritz-Carlton wins close race itz-Carlton edged out Small Luxury Hotels and Mandarin Oriental as the brand that delivers the best customer experience in the 2007 Luxury Hotels & Resorts Luxury Customer Experience Index survey The Ritz-Carlton Club and Residences, from the independent New York San Francisco (California), was recognized by The Robb Report in its City-based Luxury Institute. Brands fourth annual “Best of the best” issue. rated, in alphabetical order, were: Fairmont, Four Seasons, InterContinental, JW Marriott, Le Meridien, Leading Hotels of the World, Loews, Mandarin Oriental, Park Hyatt, Ritz-Carlton, Small Luxury Hotels of the World, St. Regis, W Hotels and The Waldorf=Astoria Collection. “The one-upmanship of these fiercely competitive brands is constant in our independent survey,” says Milton Pedraza, chief executive officer of the Luxury Institute. The survey included a national sample of wealthy American consumers, with a minimum household income of $150,000. R occo Forte Hotels has rebranded as The Rocco Forte Collection, operating under the new positioning of “The Art of Simple Luxury.” The aim of the rebrand is to reflect how far the company has come in 10 years and the fact that, similar to “collectibles,” all nine (soon to be 14) hotels are individual in character and style but are linked by the company’s brand values of elegant design and attentive personalized service. R THE ROCCO FORTE COLLECTION As part of the rebranding, the company will introduce a new Web site (www. roccofortecollection.com), a new logo, and a new-look collection brochure and dedicated property brochures to be rolled out over the next six months. Luxury Hotelier | September 2007 | www.LuxuryHotelier.com http://roccofortecollection.com http://roccofortecollection.com http://www.LuxuryHotelier.com

Table of Contents Feed for the Digital Edition of Luxury Hotelier - September 2007

EDITOR’S LETTER PUBLISHER’S LETTER INFORM NETWORK PERSONALITIES INSIGHT INSIGHT PROPERTIES ROPERTIES INSPIRE DELIVER PROTOCOLS INSIGHT INNOVATE DEVELOPMENT INDULGE INSIGHT CONNECT UPDATE DOSSIER

Luxury Hotelier - September 2007

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