2. Champagne with crystal glassware, The doorman with a top hat , rose petals scattered On a soft, sumptuous bed… All too familiar visual clichés associated with luxury travel.
3. From the first week’s reading, we know that luxury consumers consider « rare and authentic experiences » as key to luxury positioning.
4. But if all luxury brands embrace ‘experience’ as the Critical point of differentiation… can there be a risk of degrading a core customer value into a marketing cliché?
5. Let’s take a look at the online marketplace … starting with Westin Hotels
6. A recent online advertising campaign uses unexpected images and personal appeal in the text
7. The second page of the same campaign’s ‘ call to action’ is based upon ‘experience’ Preferences…create, etc. « Book Now » replaced with an ‘invitation’