Year after year, we discover that the most hesitant luxury brands embrace digital channels. They lead digital innovations in physical stores, through their e-boutiques or their mobile applications. The challenge, then, is to be heart selling without being perceived hard selling. Shade lights on luxury brands initiatives which, in your opinion, contribute to the brand dream value.
Featured picture: 3D immersive experience in Club Med Champs Elysées
On October 28th, EDHEC BBA 4th year (Tourism, Hospitality and Event Management) discovered luxury travel from the perspective of a hotel (at Pullman Bercy) and that of the travel agent (at Club Med Champs Elysées).
Club Med opened in September 2015 a new concept of agency in an appartment, located on the second floor of a Hausmann building on the very touristic Avenue Champs Elysées. Club Med elevates “literally speaking” its image, welcoming upscale clients in this elegant apartment. The atmosphere is friendly and intimate, far away from traditional travel agencies on the street (see featured picture). Guests “pre-experience” their vacations as soon as they enter in the salon, through activation of all senses, from the discreet smell of monoi oïl to the display of artistic videos on giant screens. Club Med proposes also a 3D immersion into four of their villages.
At Pullman Bercy, Mathide Rullman, Talent Manager, had organized a tour that ended with open discussions with the guest experience manager and the event & communication manager, among others. The Pullman Bercy proposes an hyper-connected and welcoming playground to global travellers, business and family alike (see picture below in the lobby)
Thank you Loïck Menvielle, Director EDHEC BBA Horizon Tourism and EM, and Horizon Digital for organizing this incredible business trip for students.
France has been plagued by terrorist attacks over 2015-2016, in Paris and Nice, two of its most attractive touristic cities. Tourism is central to the French economy. It accounts for 7 percent of France’s GDP, with 83 million visitors a year spending about $38.3 billion. Following November 2015’s attacks, luxury tourism has faced the steeper decline of all sectors. Many affluent travelers canceled their trips, leaving luxury hotels half-empty. A survey by Travel Leaders Group indicates that France competes with nations that have long standing times of peace like New Zealand, Canada and Japan. For first time since 2011, Paris is not among the top 10 destinations chosen by affluent travelers.
Travelers’ behavior has changed; increasingly, they report waiting until last minute to book a hotel or delay their travel plans. According to three speakers at the roundtable, the French service sector is on its way to undertake profound changes. Hotels and restaurants are more responsive and adaptable than in the past. They work on providing compelling experiences, grounded in French culture and patrimony. Security is in the background. Influencers showing solidarity with Paris and Nice help revitalize the sector. Among the organizations partaking in the solidarity alliance, Galeries Lafayette broadcasts, on social media and in physical stores, a promotional film on Paris, capturing the emotions yielded by the city.
Thank you to the speakers on October 27th : Jérôme Oddo (Groupe Lucien Barrière), Renaud Scalliet (Best Western Opera Liège Hotel) and Clément Duchatelard (Disney).
In Monaco from September 21st to September 23rd, Luxe Pack showcased all new trends in the sector of luxury packaging. Luxe Pack trend observers identified three major trends shaping the sector this year:
Frugality, illustrated by sober packagings in neutral colors, creating a sense of serenity (eg. Carven, L’eau intense)
Compulsive, illustrated by vibrant packagings in bright colours, creating a sense of happyness (eg. Nina Ricci Pop)
Imprint, illustrated by sophisticated packagings that play on contrasts and reliefs, appealing to nostalgia and culture. (eg. Mumm bottle and its red cord embedded in the glass)
Eco-consciousness is still present, as a macro-trend that cross frontiers, generations and sectors. This year, Luxe Pack Monaco awarded Bormioli Luigi Glass Maker for its eco-jars, lighter by 50%, and that cut CO2 emissions by 60% (by comparison to jars of equal capacity). What other initiatives did attract your attention and why? For those who could not attend, you might find interesting examples at http://www.luxepack.com/ or shade light on a green initiative you find relevant.