Starwood’s Luxury Collection Channels Emotional Approach to ADs

Contrary to current state of the economy, the Luxury Collection, an upper-market brand of Starwood Hotels & Resorts, is in the process of updating their advertising to lure new guests.

Sitting alongside sister campaigns for the Westin and the Sheraton, created internally, the new print and online campaign is about life:

“Life is a collection of experiences. Let us be your guide.” [Read more…]

Re-Rediscover: Sheraton Launches $20m “Meet You There” Campaign

From iPads to iPhones, the hospitality industry is going mobile creating innovative ways to cater to their guests both online and off.

On the heels of a gigantic $6 billion dollar campaign to re-brand its Sheraton hotel, Starwood Hotels & Resorts released the details and adverts for it’s new $20 million campaign, “Meet You There,” a big change from its previous, “Rediscovering Sheraton.”

With high hopes to bring in a lot more revenue, the 74-year old business is nurturing and leveraging the sense of community it believes its guests feel, and should feel, when they book [Read more…]

Bartle Bogle Hegarty Creates Wellness for Starwood’s Westin Hotels

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At $30 million in spare change Starwood Hotels and Resorts Worldwide’ Westin brand hired advertising heavyweights Bartle Bogle Hegarty (B.B.H.) to redefine traditional hotel advertising with the innovative, “For a Better You” campaign.

This marks the Westin brand’s first new ad campaign to debut in more than five years.
[Read more…]

Global Citizenship: What’s Next for Starwood’s Trendy W Hotels Brand?

With the news that Eva Ziegler is leaving her position as the brand and marketing leader for Starwood Hotels and Resorts Worldwide’s W (and Le Meridien) brand, the future of the trendy, lifestyle boutique-styled hotel is buzzing in the communications sphere as many are wondering, what’s next?

Having been with Starwood for six years, Ziegler had become known for helping Starwood launch the trend of boutique-styled hotels amongst big chains and also easily juxtaposing it with fashion, music and entertainment.

But as discussed at the 2011 Reuters Global Luxury and Fashion Summit, in a

“post-recession world, high-end hoteliers’ investments are shifting away from fancy freebies like lotion and soap and toward expert service that reflects a real understanding of the guest’s preferences.”

Laurence Geller, Chief Executive Officer of Strategic Hotels & Resorts Inc (Four Seasons, Intercontinental etc.), pointed out that these days amenities don’t impress.

In fact, he stressed, [Read more…]

LUXURY MARKETS: Why They Thrive Like Samba in Brasil

Image via Google Images on search

With the BRICs (Brazil, Russia, India, China and most recently South Africa) calling for a non-European to replace Dominique Strauss-Kahn as the new head of the International Monetary Fund on the heels of his sexual-assault scandal, ending what they BRICs (and alike nations) have dubbed as an “obsolete” rule by The West, it’s no surprise that when it comes to the growth in the luxury market, companies have their eyes on a new, never before imagined, future.

Even at the 2011 G20 Summit, Zhou Xiaochuan, who runs China’s central bank, said that it doesn’t matter whether or not the new head of the IMF is French or European, but that the new leadership of the IMF should reflect the growing stature and needs of emerging economies, implying the new leader should be from one of the latter.

It’s a clear shift in the winds of commerce into a New World, where “what once was” is beginning to take a second step into a new, certainly more exotic, way of life.

No one said it better than, Starwood Hotels and Resorts CEO, Fritz Van Paasschen, at the Global Luxury and Fashion Summit 2011

“Thirty years ago, in the Forbes 400, so many people in that group were heirs and had come from money, I think the term ‘nouveau riche’ had a clear disparaging aspect to it. Whereas today, most money is new.”

This, on the heels on his company planning no less than eight new hotels by 2016 (publicly released as of May 2011,) for their contemporary and trendy, luxury brand of W Hotels, in Africa, China and other East Asian nations. In fact, the W St. Petersburg opened  in Russia a little over one month ago, on April 20, 2011.

But while a lot of brands are still concentrating on Russia, India and China, with the World Cup in 2014, followed closely by the Summer Olympics in 2016, a lot more companies are focusing their attention on BRAZIL. [Read more…]

Hidden Impact of Display Advertising: Starwood Hotels

[**Disclosure: Sasha H. Muradali is employed by a WPP-owned company.**]

A recent 2010 study by Dynamic Logic (part of WPP) explored the impact of display advertising on brand perceptions and search intent for Starwood Hotels and Resorts Worldwide, Inc.  properties in Hong Kong, China, Japan, Singapore and Australia.

The in-depth study found that display adverts have different impacts on target audiences during the different phases of the brand-consumer relationship.

More importantly, the study brought out information, that while applicable to the Asia-Pacific region, should be highly considered in western markets as well.

It showed that messaging tactics should be [Read more…]

5-Star Finest: New York’s Plaza Hotel Offers Guests an Apple iPad Per Room

Jealous, much?

You should be.

Starwood move over because Fairmount is stepping it up a notch…or ten.

In a world where most people are lucky enough to get complimentary Wi-Fi included in their rooms, according to Luxist, the latest trend from a technologically savvy hotelier is the hottest item on the market right now.

Owned by few, envied by many – New York’s premiere luxury hotel, The Plaza, is offering each guest an Apple iPad in their room. [Read more…]