Understanding the Needs of Your Luxury Guests and Turning Them Into Success for Your Hotel

It is not beauty or craftsmanship that creates the value of a brand, but the way the brand transforms the individual. For luxury and premium hotels the message is a single one: understand the real needs of your guests and stay relevant. The luxury industry is transforming right now. Until now luxury was seen as a status symbol, with a focus on tangible things such as a hotel’s unique design or exceptionally friendly service. In the luxury segment other dimensions are now becoming critical. Which raises the question: what is luxury today?

Luxury is the ability to create extreme added value for the individual. In order to create added value that is this high and yet cannot be traced or copied step by step, a luxury brand has to focus on one very specific guest need. Brands that manage this transformation are perceived by guests and by the market as distinctly unique and valuable. If a guest does not understand how your brand differs from the others, its reason for existing – the why of your brand – is missing.

Target group: The course is aimed exclusively at owners and managers of 4- and 5-star hotels – in family-run hotels also at the next generation.