Luxury Hospitality Marketing Course – Brand Positioning & Communication Strategies

500.00

Category:

Description

WHAT LUXURY TRAVELLERS WANT

  • AUTHENTICITY
  • BESPOKE EXPERIENCES
  • TRANSFORMATIVE TRAVEL
  • TIME, SPACE, CHOICE
  • WELLNESS

OBJECTIVES

  • TAILORED AWARENESS
  • WORD OF MOUTH
  • QUALITATIVE GROWTH
  • LOYALTY

IDENTIFY CUSTOMER INSIGHTS 

  • NEW TECHNOLOGY
  • SUSTAINABILITY
  • CULINARY EXPERIENCES
  • MICRO-VACATIONS
  • SLOW TRAVEL
  • HUMAN TOUCH

SWOT ANALYSIS

  • STRENGHTS
  • WEAKNESSES
  • OPPORTUNITIES
  • THREATS

BRAND POSITIONING 

  • IDENTIFY KEY PILLARS
  • REALITY CHECK
  • THE WAY FORWARD

MARKETING GOALS

  • INCREASE BRAND AWARENESS
  • RECRUIT NEW CLIENTS
  • QUALITATIVE RETENTION
  • BRAND LOVE

PERSONA-DRIVEN MARKETING 

  • TRAVELER PERSONA
  • THE TRAVEL PLANNING JOURNEY
  • DREAMING PHASE
  • BOOKING PHASE
  • EXPERIENCING PHASE

TOUCH POINTS

  • WEBSITE & CTA
  • SOCIAL MEDIA CHANNELS ALWAYS ON
  • CONTENT CREATION
  • TONE OF VOICE
  • HASHTAGS
  • VISUAL IDENTITY
  • DARK POST
  • GOOGLE ADS
  • TRIGGERED EMAILS
  • PRE-ARRIVAL MESSAGES 
  • DURING STAY MESSAGES
  • POST-STAY MESSAGES
  • ADDITIONAL REVENUE GENERATING MESSAGES

INFLUENCE, PR & MEDIA

  • INFLUENCE, NOT INFLUENCERS
  • DISCOVERY STRATEGY
  • PAID
  • OWNED
  • EARNED
  • BRAND INFLUENCE
  • PR & CRISIS MANAGEMENT STRATEGIES
  • CORPORATE SOCIAL RESPONSIBILITY