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CLIA Luxury Cruise Expo - James Lohan and Andy Macgowan presentations
1.
2.
3.
4. What makes a Smith hotel?
It's not about stars or diamonds
o originality of design
o attention to detail
o can you fit two in the bath?
o how comfortable is the bed?
o can the barman mix me a perfect martini?
o is the service attentive, not overbearing?
o quirky, individual touches that live long in the memory
Size may matter, but attitude is everything
â From small owner-run guesthouses for ÂŁ100 a night to luxury ÂŁ1,000-a-
night city stays.
12. What the press say...
âInformed, witty and original'
Harpers' Bazaar
'City chic, coastal cool or contemporary
country retreats for discerning
holidaymakers'
The Times
âOne of the savviest travel brands to have
emerged in recent yearsâ
Sunday Times Travel Magazine
'A fantastic guide to the most stylish
escapes'
Style Magazine
13. The Smith Customer
- Wealthy, discerning
- AB: 64%
- Avg age 40
- 60% female : 40% male
Urban Cool â Successful city
dwellers, couples with high
disposable income
Global Power Brokers â Wealthy
financial professionals
Serious Money â Very wealthy
families, older 'empty nesters'
14. How do we find them?
â PR
â Partnerships with like minded brands
â Large-scale media promotions
â E-commerce: PPC (pay per click), advertising,
retargeting
â Social: Facebook, Twitter, Pinterest, Google+
â Apps
â Video
â Events
â Peer-to-peer advocacy
15. What do luxury seeking customers
want from us as a brand?
â To trust our recommendations â all our hotels are
reviewed anonymously by trusted tastemakers,
including Stella McCartney, Tom Aikens, Ricky Wilson
(Kaiser Chiefs), Mary Portas and Dita Von Teese
â To give them the inside scoop on what to do
â To be able to get advice and book the way they want:
online, phone, chat or e-mail 24hrs a day
â To know weâre here for them in case thereâs a problem
â To not pay more than if they went direct to the hotel
16. â First-hand knowledge of the product
â To be surprised and delighted by our efforts
â To take care of everything, cross every t and dot every i
â An understanding of the differences between different
levels of luxury: eg, business class compared to first
â Recognition: from us when they return and by the hotel
they are booking
â Not to be made to feel demanding
â To know their likes and dislikes
â To be intuitive
What do they expect from our
Travel Team booking service?
17. How do we deliver that?
â Product knowledge â familiarisation trips essential
â Manage expectations â under-promise and over-deliver
â Offer to take control of every detail, even if the
components do not increase margin
â Never commiserate about high prices, or agree that
they are high, instead highlight what the price gets you
â Deliver quotes with confidence: just because you
wouldnât dream of paying ÂŁ1,000 a night, doesnât mean
your client feels the same
â Always highlight the importance of your client to the
hoteliers
â Leave nothing to chance
18. How do we stay in touch?
â Thoughtful CRM (customer relations management)
programme, on- and offline (DM)
â Preference centres â members choose how often
they want their communications and by what methods
â Outbound calls
â Automatic booking prompts
â Knowing their key dates â eg, birthdays and
anniversaries
â Loyalty scheme
19. A few travel trends
â The rise of the unique boutique hotel and guesthouse
â Understated luxury: less flash, more wholesome
â Provenance of ingredients
â field-to-fork policies
â âliveâ kitchen gardens
â Back-to-front kitchens
â Eco becoming more of a consideration while on your trip. Does the
hotel feel wasteful?
â Authentic private tours by locals not tour guides
â The bucket list â what's your Everest?
â Designer hotels: Armani, Bulgari, Missoni
â Luxury family hotels
â Getting mobile â responsive design
28. Five words best to describe SeaDream
1) Exclusive 2) Boutique 3) Refined 4) Informal 5) Global
29. Some things that you may not know
about SeaDream
1. SeaDream is the highest rated cruise product in the world (Berlitz
Guide to Cruising)
2. Exclusive and yet very informal & relaxed
3. Almost a 1:1 staff/guest ratio
4. Alfresco Open Dining (âTopsideâ) for all meals
5. Balinese Beds âsleep under the starsâ
6. Boutique ports
7. Water sports âtoysâ & swimming from the ship
8. Caviar âsplashâ party
9. Incredible gourmet dining & service
10. Inclusive wines & all beverages (tipping neither required nor
expected)
37. Who are our guests?
ï Affluent
ï Well travelled
ï Active & Young (51 yrs !)
ï Informal
ï Discerning
ï Cultured
ï Seeking âSoft Adventureâ
ï âPort Collectorsâ
ï Thrill seekers
ï You have them !