Premier Hotels & Resorts - Summer/Autumn 2008 - (Page 6)

FROM THE MANAGING EDITOR Staying Well-Connected of these individuals as uncomfortable in their wealth, adding that, often, those who make up the top percentage of America’s rich no longer desire to be the “neighbor on the street with the Hummer in his driveway.” Instead, Frank said, today’s high-net-worth individuals (HNWIs) yearn for life experiences that set them apart from their peers. To illustrate, Frank told the story of an acquaintance who traveled with his family to Antarctica, where they studied penguin migration for 10 days. Not only did his subject enjoy an extravagant 10-day expedition with his family, but when he returned home to regale friends with tales of his family’s journey, no one knew how much he spent to make it happen. The point, Frank said, is to sell values, not value. Among the things that those affluent travelers value most, Frank went on to say, are personal relationships. So when you’re planning your clients’ next getaway, keep that in mind, and plan a vacation that puts the focus on togetherness, whether it’s a group of close friends who want to retreat to a far-off locale for a relaxing reunion, or a couple of newlyweds who want to bond over a truly unique vacation, the memories from which will stand the test of time. Turning the spotlight on a burgeoning demographic of young affluent consumers, Frank introduced a new term into the luxury lexicon: YAWNs—those who consider themselves “young and wealthy but normal.” This financially fortunate group is constantly searching for unique experiences and, too, values genuine relationships, Frank said. I was downright amazed, then, as a member of the audience during a particular discussion at the Summit, which saw four Gen-Y and Millennial guests, aged 15, 20, 24 and 25, take to the stage to name their likes, dislikes, wants and needs when it comes to consuming all things luxury. Among them was an articulate, cherubic 15year-old Southern California high school student who counted among her shopping must-haves a trusted sales associate at her favorite Beverly Hills boutique. Moderator DeeDee Gordon of LookLook Inc. used the term “Luxury 2.0” to describe this new brand of luxury these privileged youth have inspired, thanks to a level of connectivity that far surpasses that of any prior generation’s. Keep these au courant kids in mind as you carve out a sales plan—their parents may likely already be clients of yours who are waiting for the perfect excuse to take that much-needed vacation, and what better reason to take time off than to spend more quality time with their kids? Side note: Keep the Four Seasons Westlake Village in mind for clients who might be headed to Southern California. The resort boasts a large, pristine spa that’s home to the California Health & Longevity Institute, which offers personalized programs—health, fitness and nutrition among them—that, when adopted into its clients’ lifestyles, aim to prolong a happy, healthy and harmonious life. Though my jam-packed schedule limited my spa time to a quick look around the reception area, I was fortunate to sample the Institute’s incredible cuisine throughout my stay, which alone kept my mood sunny and my energy levels up through three long days of intensive interaction. Imagine what a purposeful visit there could do for your overworked, time-pressed clients. Finally, to maximize our publication’s usefulness, we’ve done a bit of rearranging throughout the following pages, beginning with those regions that continue to enjoy overwhelming popularity among your well-traveled clients. Read on to learn about these destinations, and the hotels and resorts that promise to renew, reawaken and refresh. Lindsay Lambert is the managing editor of Premier Hotels & Resorts, Premier Spas & Romance and Luxury Travel Advisor magazines. Lindsay Lambert, Managing Editor In preparation for each issue of Premier Hotels & Resorts, our staff head out and about, talking to luxury travel experts and advisors like yourselves to learn what affluent travelers want and how their needs change from year to year. This year, the most enlightening such outing for me was a weekend trip to Los Angeles for the American Express Publishing Luxury Summit—held at the new Four Seasons Resort Westlake Village— where topics included everything from marketing to today’s fragile economy. Even before the Summit’s first day came to a close I felt I had taken away a wealth of information about the fascinating folks who make up your well-to-do clientele, including their spending habits and how, if at all, they’re changing those habits in light of our dollar’s dwindling value. The tone was set with an opening address to delegates by keynote speaker Robert Frank—he’s the wealth reporter for the Wall Street Journal and author of Richistan: A Journey Through the American Wealth Boom and the Lives of the New Rich—who dissected the psyche of today’s newly affluent Americans. Frank described many PR EMIER PREMIER HOTELS & RESORTS SPAS & ROMANCE Publisher endeavors to collect and include complete, correct and current information in Premier Hotels & Resorts, but does not warrant that any or all of such information is complete, correct or current. Publisher does not assume, and hereby disclaims, any liability to any person or entity for any loss or damage caused by errors or omissions of any kind, whether resulting from negligence, accident or any other cause. If you do notice any error, we would appreciate if you would bring such error to our attention. Premier Hotels & Resorts does not verify any claims or other information appearing in any of the advertisements contained in the publication, and cannot take any responsibility for any losses or other damages incurred by readers in reliance on such content. Premier Hotels & Resorts welcomes unsolicited articles, manuscripts, photographs, illustrations and other materials but cannot be held responsible for their safekeeping or return. Questex Media Group, Inc. provides certain customer contact data (such as customers’ names, addresses, phone numbers and e-mail addresses) to third parties who wish to promote relevant products, services and other opportunities which may be of interest to you. If you do not want Questex Media Group to make your contact information available to third parties for marketing purposes, simply call toll-free 866-344-1316 between the hours of 8:30 am and 5 pm CT and a customer service representative will assist you in removing your name from Questex’s lists. Outside the U.S., please phone 615-377-3322. 6 PREMIER HOTELS & RESORTS | Summer/Autumn 2008

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Premier Hotels & Resorts - Summer/Autumn 2008 Contents Europe Austria Belarus Belgium Czech Republic England France Germany Greece Hungary Ireland Italy Lithuania Portugal Russia Spain Switzerland The Netherlands Ukraine North America United States Canada The Caribbean & Mexico Mexico Middle East United Arab Emirates Africa Morocco India References

Premier Hotels & Resorts - Summer/Autumn 2008

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