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.
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.
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 ».
RELAIS & CHÂTEAUX
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
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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, ...
139. THIBAUT THOUZERY
thibaut@hush-hush.fr / @thushhush
http://creative-spider.com
MASTER
MARKETING
DU LUXE
3 CATEGORIES
LUXURY EXCLUSIVE
LUXURY MAJOR
UPPER UPSCALE
Four Seasons – Shangri La – Taj Hotel – Six Senses – Peninsula – Regent – Anantara –
Affinia – Jumeirah – Mandarin Oriental, Small Luxury Hotels – The Leading Hotels of the
World – Relais & Châteaux - ......
Conrad – Grand Hyatt – InterContinental – JW Marriot – ME Hotel – Park
Hyatt – Raffles – Ritz Carlton – Sofitel – St. Régis – W Hotel - ...
Hilton – Swissotel – Westin – Sheraton – Pullman Hotel – Radisson Blue –
Le Méridien – Hyatt – Hilton – Okura Hotel – vivanta by Taj - ...
152. THIBAUT THOUZERY
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http://creative-spider.com
MASTER
MARKETING
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+20% OF MILLIONAIRES IN 2013
BOSTON CONSULTING GROUP
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*)
• 45% (150 millions) buy luxury and premium products (1250€/
year)
• 15 millions of individuals represents ½ of luxury incomes (108
billions $)
*Bain & Company / RedBurn Partners / Millward Brown- 2013
157. THIBAUT THOUZERY
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MASTER
MARKETING
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THEIR PROFILS
FOR A MAJORITY THEY ARE PART OF THE MIDDLE CLASS
è THEY EARN BETWEEN 50 & 120K US$ / YEAR
§ For exemple, in China*:
§ In 2011, it represented more than120 millions of individuals
§ In 2020, it will be represented more than 280 millions of
individuals, 5% of global consumption & 40% of luxury consumption
§ In 2011, 700 000 households earned more than 250K US$. In
2015, the hey will be 1,5 millions of households
*Boston Consulting Group – Nov. 2011
158. THIBAUT THOUZERY
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MASTER
MARKETING
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THEIR PROFIL
THE LUXURY CONSUMERS ARE MORE HETEROGENEOUS
THE SEVEN FACES
OF GLOBAL CONSUMTION OF LUXURY
167. THIBAUT THOUZERY
thibaut@hush-hush.fr / @thushhush
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MASTER
MARKETING
DU LUXE
DIFFERENT CATEGORIES FOR « DIFFERENT » JOURNEYS
BUSINESS LEISURE / HOLIDAY
THE REGULARS THE CASUALS
198. THIBAUT THOUZERY
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MASTER
MARKETING
DU LUXE
Impossible d'afficher l'image. Votre ordinateur manque peut-être de mémoire pour ouvrir l'image ou l'image est endommagée. Redémarrez l'ordinateur, puis ouvrez à nouveau le fichier. Si le x rouge est toujours affiché, vous devrez peut-être supprimer l'image avant de la réinsérer.
ECO-RESPONSABILITY
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 :
• INTIMITY, NON CONVENTIONAL & UNDERGROUND PLACES
• DEDICATED PERSONNEL TO EXCPETIONNAL SERVICES &
ATTENTIONS
• EXCLUSIVE JOURNEYS
• A LUXURY « CITY / COUNTRY » INSIDER EXPERIENCES
• 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 :
• HUNT & RENT THE BEST PLACES
• FURNISH & DECORATE ALL THE ROOM / HOUSE / FLAT /
CASTLE / FARM ...
• BOOK ALL THE STAFF (housekeepers, maids, Chefs, servers, ...)
• 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, :
• LA MAISON IS NOT GOING TO CREATE PRODUCTS WITH
ROOMS & SERVICES INSIDE
• 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
DU LUXE
THE BEST PLACES
• START WITH A ONE BEDROOM APARTMENT (35m2)
TO ...
• IN CLASSICAL, TRENDY, ARTY, UNDERGROUND PLACES
OR NO MAN’S LAND
• WITH THE VIEW OR.. NOT...
• 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.
276. THIBAUT THOUZERY
thibaut@hush-hush.fr / @thushhush
http://creative-spider.com
MASTER
MARKETING
DU LUXE
Impossible d'afficher l'image. Votre ordinateur manque peut-être de mémoire pour ouvrir l'image ou l'image est endommagée. Redémarrez l'ordinateur, puis ouvrez à nouveau le fichier. Si le x rouge est toujours affiché, vous devrez peut-être supprimer l'image avant de la réinsérer.
FURNISH & DECORATE
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 :
§ 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 :
• A TEAM OF LUXURY HOTEL MANAGERS + A MIN. STAFF READY
TO WORK ALL AROUND THE WORLD
• FREELANCERS WHO WORKS IN LUXURY HOSPITALITY SERVICES
288. THIBAUT THOUZERY
thibaut@hush-hush.fr / @thushhush
http://creative-spider.com
MASTER
MARKETING
DU LUXE
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
À LA CARTE
(reception, house keeping, chefs, ...)