Marketing & Guest Loyalty

In the second article in this three-part series exploring luxury hotels and how a ‘sense of place’ help differentiate a luxury hotel and build loyalty, Suzanne Godfrey, consultant and lecturer in luxury and luxury hospitality, examines how the brand’s identity can elevate the hotel experience and create a unique sense of place.

Mews Unfold 2024 takes place on 29th May at Amsterdam’s stunning Muziekgebouw. It’s a day of hospitality innovation, designed to inspire hoteliers in the pursuit of remarkable hospitality.

I was talking to a friend the other day. He purchased an expensive new car just eight months ago. Unfortunately, the car turned out to be a “lemon,” and he has taken it back to the dealer multiple times for various problems. The car has spent more time at the repair center than in his garage. If it were me, I’d ask the dealer to replace the car. Apparently, he has more patience than I do and was giving the dealer another chance to fix the car. Regardless, it made me think that what looks good on the outside may not be so good on the inside.

Steve Jobs once said, “The mark of an innovative company is not only that it comes up with new ideas first, but also that it knows how to leapfrog when it finds itself behind.” There is, perhaps, no more relevant sentiment to apply to the hospitality industry – a sector that is continuously molded by the fire of consumer preference yet often utterly resistant to the crashing waves of technological change.

If your hotel uses in-house software to manage procurement, leadership may be reluctant to adopt a cloud-based solution—especially if an on-premise system has served you well for many years. This mindset is likely to put your hotel behind competitors in the near future if it hasn’t already.

Google has been pushing their Google Ads Performance Max (PMax) campaigns for some time, promising to harness the power of AI and machine learning to optimize ad placement and maximize conversions. However, as the team at three&six has discovered, the reality of PMax is far less rosy than Google would have us believe.

Niko Karstikko is the CEO and Co-Founder of Bob W., an innovative affordable luxury hospitality brand. They combine the best of the hotel experience – the guarantee of high standards and professionalism – with the best of short stays, providing authentic local knowledge and fully kitted-out apartments.

As background for those not from Canada, Tremblant is a picture-perfect ski village under two hours northwest of Montreal in the Laurentian Mountains. With numerous small hotels, chalets, lodges and short-term rentals to choose from, Tremblant is perhaps the closest thing that North America has to a charming French of Swiss alpine town, wherein the 312-key Fairmont Tremblant has always stood at the luxury resort pillar of the destination since its opening in 1996.

With 40% of Americans saying they plan to travel even more in 20241, there is a massive opportunity for hotel owners and operators to drive even more revenue by leveraging ancillary offerings. Today’s travelers are savvy experience-seekers who expect to be able to curate their journeys to suit their needs and preferences. By now, you’re likely familiar with the concept of ancillary revenue in the hotel industry — it’s not just about selling products. It’s about maximizing every opportunity to enhance guest experiences and drive revenue. From room upgrades to late check-outs, early check-ins, stay extensions, and beyond, hotels have a wealth of strategies at their disposal. But let’s take it a step further. In this whitepaper, we’ll delve into how this approach allows hotels to cater to individual guest preferences and enhance their overall experience. While airlines have long capitalized on ancillaries (driving record revenue worldwide last year2, hotels have a unique opportunity to lean into this trend and tailor their offerings to meet the evolving needs of their guests.

In 2024, the annual pilgrimage to the beach marks a sacred period in Brits’ calendars.