In the midst of a powerful global recession, luxury brands worldwide are looking for new and innovative ways to market their products and services. With individuals and families everywhere watching their wallets a bit more closely these days, boutique PR firms are advising clients to adopt more “economically friendly” initiatives aimed at drawing discerning travelers to their properties.
Common wisdom suggests that economic turmoil hits the luxury market particularly hard. While there may be some truth to that, experienced travel PR firms are recommending a few simple tactics to help their clients not only survive the recession, but to exceed even their own expectations. The key to drawing travelers in a weak economy is to offer what many have termed “affordable luxury.” Doing so can entail discounted rates and packages, add-ons, and reaching beyond your traditional target market to attract middle-class consumers looking for a great deal.
In describing the state of the luxury market, Nancy Koehn, a Professor of Business Administration at the Harvard School of Business, noted an “extraordinary redefining of luxury by established middle-market and even lower-market players.” It is indeed possible to market luxury to people from all walks of life—the key is knowing how to craft your message, and where to deliver it.
Hotel public relations campaigns are increasingly utilizing non-traditional channels to reach a consumer base that may not have considered luxury travel as a viable option in the past. Social media sites from Facebook to Second Life use internet public relations to offer entrée to a market that is very receptive to “affordable luxury” campaigns, but it is up to you to reach them. Boutique PR firms can help luxury destinations identify and reach this market, enabling you to not just survive the recession, but to improve your business by developing a client base that will remain loyal for many years to come.
