What is luxury?
What are the luxury hospitality specifications?
Insights, trends... in order to conceive a new type of luxury hospitality products.
If you would like to go further.... send me an email thibaut@hush-hush.fr!
2. THIBAUT THOUZERY
thibaut@hush-hush.fr / @thushhush
http://creative-spider.com
MASTER
MARKETING
DU LUXE
AGENDA
I.⯠WHAT IS THE LUXURY?
II.⯠A DEFINITION FOR LUXURY HOTELS?
III.⯠NEW INSIGHTS
IV.⯠TRENDS
V.⯠IDEA FOR NEW PRODUCTS
4. THIBAUT THOUZERY
thibaut@hush-hush.fr / @thushhush
http://creative-spider.com
MASTER
MARKETING
DU LUXE
Some people think luxury is the opposite of poverty.
It is not. It is the opposite of vulgarity. COCO CHANEL
5. THIBAUT THOUZERY
thibaut@hush-hush.fr / @thushhush
http://creative-spider.com
MASTER
MARKETING
DU LUXE
I think the older I get,
the more I realize that the ultimate luxury is time. MICHAEL KORS
6. THIBAUT THOUZERY
thibaut@hush-hush.fr / @thushhush
http://creative-spider.com
MASTER
MARKETING
DU LUXE
Luxury is the ease of a t-shirt in a very expensive dress.Â
KARL LAGERFELD
7. THIBAUT THOUZERY
thibaut@hush-hush.fr / @thushhush
http://creative-spider.com
MASTER
MARKETING
DU LUXE
Consuming luxury is consuming both a product, a legend or a myth, a tradition,
savoir-faire and a rite of use. GILLES LIPOVESTSKY
8. THIBAUT THOUZERY
thibaut@hush-hush.fr / @thushhush
http://creative-spider.com
MASTER
MARKETING
DU LUXE
Any clear definition of luxury is not possible
in so far as each perceives its luxury differently. MICHEL GOETSCHMANN
9. THIBAUT THOUZERY
thibaut@hush-hush.fr / @thushhush
http://creative-spider.com
MASTER
MARKETING
DU LUXE
A DEFINITION IS NOT POSSIBLE... BUT SOME PILARS EXISTS!
HERITAGE & HISTORY
ICONIC PRODUCTS
10. THIBAUT THOUZERY
thibaut@hush-hush.fr / @thushhush
http://creative-spider.com
MASTER
MARKETING
DU LUXE
A DEFINITION IS NOT POSSIBLE... BUT SOME PILARS EXISTS!
HERITAGE & HISTORY
CREATIVITY
& INNOVATION
ICONIC PRODUCTS
11. THIBAUT THOUZERY
thibaut@hush-hush.fr / @thushhush
http://creative-spider.com
MASTER
MARKETING
DU LUXE
A DEFINITION IS NOT POSSIBLE... BUT SOME PILARS EXISTS!
HERITAGE & HISTORY
CREATIVITY
& INNOVATION
ICONIC PRODUCTS
EXCLUSIVITY / RARITY
12. THIBAUT THOUZERY
thibaut@hush-hush.fr / @thushhush
http://creative-spider.com
MASTER
MARKETING
DU LUXE
A DEFINITION IS NOT POSSIBLE... BUT SOME PILARS EXISTS!
HERITAGE & HISTORY
CREATIVITY
& INNOVATION
ICONIC PRODUCTS
EXCLUSIVITY / RARITY
UNIQUE EXPERIENCE
NOTION OF DREAM
13. THIBAUT THOUZERY
thibaut@hush-hush.fr / @thushhush
http://creative-spider.com
MASTER
MARKETING
DU LUXE
A DEFINITION IS NOT POSSIBLE... BUT SOME PILARS EXISTS!
HERITAGE & HISTORY
CREATIVITY
& INNOVATION
ICONIC PRODUCTS
EXCLUSIVITY / RARITY EXCELLENCE OF SERVICES
UNIQUE EXPERIENCE
NOTION OF DREAM
14. THIBAUT THOUZERY
thibaut@hush-hush.fr / @thushhush
http://creative-spider.com
MASTER
MARKETING
DU LUXE
A DEFINITION IS NOT POSSIBLE... BUT SOME PILARS EXISTS!
HERITAGE & HISTORY
CULTURE OF CRAFTMANSHIP
& PREMIUM QUALITY
CREATIVITY
& INNOVATION
ICONIC PRODUCTS
EXCLUSIVITY / RARITY EXCELLENCE OF SERVICES
UNIQUE EXPERIENCE
NOTION OF DREAM
15. THIBAUT THOUZERY
thibaut@hush-hush.fr / @thushhush
http://creative-spider.com
MASTER
MARKETING
DU LUXE
A DEFINITION IS NOT POSSIBLE... BUT SOME PILARS EXISTS!
HERITAGE & HISTORY
CULTURE OF CRAFTMANSHIP
& PREMIUM QUALITY
CREATIVITY
& INNOVATION
ICONIC PRODUCTS AESTETHICS
EXCLUSIVITY / RARITY EXCELLENCE OF SERVICES
UNIQUE EXPERIENCE
NOTION OF DREAM
16. THIBAUT THOUZERY
thibaut@hush-hush.fr / @thushhush
http://creative-spider.com
MASTER
MARKETING
DU LUXE
A DEFINITION IS NOT POSSIBLE... BUT SOME PILARS EXISTS!
HERITAGE & HISTORY
CULTURE OF CRAFTMANSHIP
& PREMIUM QUALITY
CREATIVITY
& INNOVATION
ICONIC PRODUCTS AESTETHICS
EXCLUSIVITY / RARITY EXCELLENCE OF SERVICES
UNIQUE EXPERIENCE
NOTION OF DREAM
17. THIBAUT THOUZERY
thibaut@hush-hush.fr / @thushhush
http://creative-spider.com
MASTER
MARKETING
DU LUXE
A DEFINITION IS NOT POSSIBLE... BUT SOME PILARS EXISTS!
HERITAGE & HISTORY
CULTURE OF CRAFTMANSHIP
& PREMIUM QUALITY
CREATIVITY
& INNOVATION
ICONIC PRODUCTS AESTETHICS
EXCLUSIVITY / RARITY EXCELLENCE OF SERVICES
UNIQUE EXPERIENCE
NOTION OF DREAM
77. THIBAUT THOUZERY
thibaut@hush-hush.fr / @thushhush
http://creative-spider.com
MASTER
MARKETING
DU LUXE
Feel Much at home... In a fantastic place.Â
KEVIN SPACEY
78. THIBAUT THOUZERY
thibaut@hush-hush.fr / @thushhush
http://creative-spider.com
MASTER
MARKETING
DU LUXE
Luxury hospitality is « un art de vivre ».Â
RELAIS & CHĂTEAUX
79. THIBAUT THOUZERY
thibaut@hush-hush.fr / @thushhush
http://creative-spider.com
MASTER
MARKETING
DU LUXE
ALL AROUND THE WORLD,
SOME RITUALS AND
« BASIC » SERCIVES EXIST.
80. THIBAUT THOUZERY
thibaut@hush-hush.fr / @thushhush
http://creative-spider.com
MASTER
MARKETING
DU LUXE
FAST CHECK-IN
IN LUXURY HOSPITALITY,
MORE THAN THE QUALITY,
THE EXCELLENCE IS THE STANDARD.
EACH DETAILS FROM RESERVATION
TO CHECK-OUT COUNTS
TO OFFER SINGULAR EXPERIENCES.
96. THIBAUT THOUZERY
thibaut@hush-hush.fr / @thushhush
http://creative-spider.com
MASTER
MARKETING
DU LUXE
GLOBALISATION
NOWDAYS & ALL AROUND THE WORLD,
TO BE CONSIDERED AS « LUXURY »,
HOTELS MUST OFFERS THE SAME STANDARDS OF
PERFECTION IN SERVICES, IN ROOMS, IN DINING, ...
152. THIBAUT THOUZERY
thibaut@hush-hush.fr / @thushhush
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MASTER
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+20% OF MILLIONAIRES IN 2013
BOSTON CONSULTING GROUP
Â
Â
156. THIBAUT THOUZERY
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MASTER
MARKETING
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THEIR PROFILS
THE NUMBER OF LUXURY CONSUMERS HAVE TRIPLED
SINCE 1995 (90 MILLIONS > 330 MILLIONS*)
âąâŻ 45% (150 millions) buy luxury and premium products (1250âŹ/
year)
âąâŻ 15 millions of individuals represents Âœ of luxury incomes (108
billions $)
*Bain & Company / RedBurn Partners / Millward Brown- 2013
157. THIBAUT THOUZERY
thibaut@hush-hush.fr / @thushhush
http://creative-spider.com
MASTER
MARKETING
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THEIR PROFILS
FOR A MAJORITY THEY ARE PART OF THE MIDDLE CLASS
Ăšïš THEY EARN BETWEEN 50 & 120K US$ / YEAR
§ï§âŻ For exemple, in China*:
§ï§âŻ In 2011, it represented more than120 millions of individuals
§ï§âŻ In 2020, it will be represented more than 280 millions of
individuals, 5% of global consumption & 40% of luxury consumption
§ï§âŻ In 2011, 700 000 households earned more than 250K US$. In
2015, the hey will be 1,5 millions of households
*Boston Consulting Group â Nov. 2011
158. THIBAUT THOUZERY
thibaut@hush-hush.fr / @thushhush
http://creative-spider.com
MASTER
MARKETING
DU LUXE
THEIR PROFIL
THE LUXURY CONSUMERS ARE MORE HETEROGENEOUS
THE SEVEN FACES
OF GLOBAL CONSUMTION OF LUXURY
166. THIBAUT THOUZERY
thibaut@hush-hush.fr / @thushhush
http://creative-spider.com
MASTER
MARKETING
DU LUXE
SPECIFICATIONS :
THE LUXURY HOTELSâ GUESTS
III.1.2
167. THIBAUT THOUZERY
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http://creative-spider.com
MASTER
MARKETING
DU LUXE
DIFFERENT CATEGORIES FOR « DIFFERENT » JOURNEYS
BUSINESS LEISURE / HOLIDAY
THE REGULARS THE CASUALS
257. THIBAUT THOUZERY
thibaut@hush-hush.fr / @thushhush
http://creative-spider.com
MASTER
MARKETING
DU LUXE
LA MAISON : THE SUR MESURE « HOTELS »
A NEW TYPE OF « HOTELS » IN ORDER TO OFFER TO THE
GUESTS :
âąâŻ INTIMITY, NON CONVENTIONAL & UNDERGROUND PLACES
âąâŻ DEDICATED PERSONNEL TO EXCPETIONNAL SERVICES &
ATTENTIONS
âąâŻ EXCLUSIVE JOURNEYS
âąâŻ A LUXURY « CITY / COUNTRY » INSIDER EXPERIENCES
âąâŻ THE FEELING TO BE AT HOME EVERY WHERE IN THE WORLD !
258. THIBAUT THOUZERY
thibaut@hush-hush.fr / @thushhush
http://creative-spider.com
MASTER
MARKETING
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SINGULAR PRODUCTS
LA MAISON IS THE BEST HOTELS GROUPS + PERSONAL
CONCIERGERIE IN THE WORLD, BECAUSE IT CREATES
« SUR MESURE HOTELS » FOR EACH GUEST / JOURNEYS!
259. THIBAUT THOUZERY
thibaut@hush-hush.fr / @thushhush
http://creative-spider.com
MASTER
MARKETING
DU LUXE
HOW IT WORKS
FOR ONE NIGHT, A WEEK, A MONTH OR MORE... LA
MAISON IS GOING TO :
âąâŻ HUNT & RENT THE BEST PLACES
âąâŻ FURNISH & DECORATE ALL THE ROOM / HOUSE / FLAT /
CASTLE / FARM ...
âąâŻ BOOK ALL THE STAFF (housekeepers, maids, Chefs, servers, ...)
âąâŻ ORGANISE ALL THE JOURNEYS
It is going further than entreprise like LeCollectionist.
LeCollectionist just propose Villas with staff which could be rent by anyone & without personalization.
261. THIBAUT THOUZERY
thibaut@hush-hush.fr / @thushhush
http://creative-spider.com
MASTER
MARKETING
DU LUXE
THE BEST PLACES
IN ORDER TO OFFER THE « PRODUCTS », THE MOST IN
ADEQUATION WITH THE DESIRES / JOURNEYS OF THE
GUEST, :
âąâŻ LA MAISON IS NOT GOING TO CREATE PRODUCTS WITH
ROOMS & SERVICES INSIDE
âąâŻ LA MAISON IS GOING TO HUNT EXCEPTIONAL APARTMENTS,
LOFTS, PENTHOUSES, HOUSES, ... TO CREATE « SUR MESURE »
ROOMS WITH LUXURY SERVICES
262. THIBAUT THOUZERY
thibaut@hush-hush.fr / @thushhush
http://creative-spider.com
MASTER
MARKETING
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THE BEST PLACES
âąâŻ START WITH A ONE BEDROOM APARTMENT (35m2)
TO ...
âąâŻ IN CLASSICAL, TRENDY, ARTY, UNDERGROUND PLACES
OR NO MANâS LAND
âąâŻ WITH THE VIEW OR.. NOT...
âąâŻ WITH A POOL, A SPA, A GARDEN, ...
273. THIBAUT THOUZERY
thibaut@hush-hush.fr / @thushhush
http://creative-spider.com
MASTER
MARKETING
DU LUXE
CHOOSE DECORATION / SERVICES
WITH LOTS OF LUXURY PARTNERSHIPS (ART GALLERIES,
AUCTION HOUSES, DESIGNERS, DECORATORS, ARTISTS,
FLORIST ARTISTS, ...), LA MAISON IS GOING TO PURPOSE A
SUR-MESURE DECORATION.
279. THIBAUT THOUZERY
thibaut@hush-hush.fr / @thushhush
http://creative-spider.com
MASTER
MARKETING
DU LUXE
BOOK, MANAGE THE STAFF &
ORGANISE ALL JOURNEYS
III.1.1
280. THIBAUT THOUZERY
thibaut@hush-hush.fr / @thushhush
http://creative-spider.com
MASTER
MARKETING
DU LUXE
ALL THE STAFF YOU REALLY NEED / WANTS!
IN ORDER TO CREATE AN INTIMATE ATMOSPHERE, LA
MAISON IS GOING TO ADAPT ITS PERSONEL TO EACH
REQUEST OF THE GUEST.
282. THIBAUT THOUZERY
thibaut@hush-hush.fr / @thushhush
http://creative-spider.com
MASTER
MARKETING
DU LUXE
THE RELATION IS THE KEY
1.⯠LISTEN, SPEAK & LEARN :
§ï§âŻ IDENTIFY ALL THE INSIGHTS, PASSIONS, TASTES,
INSPIRATIONS... NEEDS & WANTS OF EACH GUEST
2.⯠DEVELOP A REAL CONFIDENT RELATIONSHIP WITH THE
GUEST
3.⯠ANTICIPATE
283. THIBAUT THOUZERY
thibaut@hush-hush.fr / @thushhush
http://creative-spider.com
MASTER
MARKETING
DU LUXE
THE RELATION IS THE KEY
4.⯠CREATE AT EACH JOURNEY A PRODUCT IN
ADEQUATION WITH THE FEELINGS / NEEDS OF THE
GUEST
5.⯠THE SAME TEAM IN EACH COUNTRY, CONTINENT OR
IN THE WORLD
6.⯠ONE DEDICATE MANAGER TO EACH GUEST
284. THIBAUT THOUZERY
thibaut@hush-hush.fr / @thushhush
http://creative-spider.com
MASTER
MARKETING
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A RELATION PLATFORM (MOBILE, WEBSITE, PHONE)
LA MAISON IS ALSO A 7/7 - 24/24H PLATFORM :
-⯠BE CONNECTED TO THE STAFF / DIRECTION (BOOK,
CREATE A TRIP, ...)
-⯠BUY THE FLATS / HOUSES / ARTWORKS/ ...
-⯠BE CONNECTED TO ALL THE MEMBERS OF THE « CLUB
LA MAISON »
285. THIBAUT THOUZERY
thibaut@hush-hush.fr / @thushhush
http://creative-spider.com
MASTER
MARKETING
DU LUXE
THE STAFF
3 OR 4 OFFICES WITH WORLDWIDE EXPERTS OF :
-⯠HOUSE HUNTING
-⯠LUXURY HOTELS & RESTAURANTS
-⯠TRAVEL AGENCIES
-⯠EVENTS & LOGISTICS
-⯠BUYING...
286. THIBAUT THOUZERY
thibaut@hush-hush.fr / @thushhush
http://creative-spider.com
MASTER
MARKETING
DU LUXE
THE STAFF
IN THE 20 MAJOR COUNTRIES :
âąâŻ A TEAM OF LUXURY HOTEL MANAGERS + A MIN. STAFF READY
TO WORK ALL AROUND THE WORLD
âąâŻ FREELANCERS WHO WORKS IN LUXURY HOSPITALITY SERVICES
288. THIBAUT THOUZERY
thibaut@hush-hush.fr / @thushhush
http://creative-spider.com
MASTER
MARKETING
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SINGULAR PRODUCTS
LA MAISON IS NOT AN HOTELS / RESORTS GROUP,
BUT A SUR-MESURE RENTAL SERVICE WITH ALL THE LUXURY
HOTELS SERVICES AND MORE...
290. THIBAUT THOUZERY
thibaut@hush-hush.fr / @thushhush
http://creative-spider.com
MASTER
MARKETING
DU LUXE
+
LUXURY HOTEL SERVICES
Ă LA CARTE
(reception, house keeping, chefs, ...)