Despite the current unprecedented pandemic and even more during the current lockdowns in many countries around the world, social media accounts of luxury brands keep being flooded by fanfare holiday / festive campaigns, festive capsule collections, special edition postings, special offers and home delivery of Michelin starred Chef prepared meals or home measurements for made to measure luxury suits. Some brands have opted for warm and messages such as warmth, safety, staying together etc.
Luxury resorts in Switzerland or in the Maldives post idilic images with messages copy-pasted from the pre-pandemic period. None of these resorts mention that nationals from certain countries cannot travel to these destinations even if they take several Covid-19 tests pre-arrival, on landing, during the stay and before departure – in total 4 tests – which is the case in most of the ”open” destinations. Switzerland does not even allow neighbouring country citizens without a quarantine.
Most of those we contacted mentioned that they feel they may be forgotten so posting even past images or non-applicable promotions is a way that they are remembered.
Would anyone ”forget” Hermes, Bottega Veneta, Ritz Paris, Patek Philippe, Cartier or Rolls-Royce if they stop posting or post less? Would anyone appreciate a discreet detail photo posted by The Dorchester in London with its Christmas tree this year? (instead of an elaborate video about dressing up their Christmas tree)
Luxury is also about being humble, caring and discreet. It is absolutely normal to repair your shoes, handbags, cars or watches – and consumers may appreciate an impeccable repair service instead of a flamboyant festive ad campaign. Why would any luxury product or service need to be more ”accessible” now? What about reviews such as ”We managed to stay at the X Hotel, which otherwise we could have never afforded”.
”You are so lucky to be able to travel” Yes, at CPP we have never stopped and resumed international travels from July 2nd, with huge efforts and continuous sacrifices, over 20 Covid tests (negative), wearing masks for up to 10 hours on one trip. But for us it is a privilege to be able to travel and report on the NEW NORMAL and look at Covid 19 safety and hygiene measures in the most critical way.
Whether real influencers will re-gain or maintain their influence, only time will tell. But most certainly, our ”old school” journalistic approach is what luxury consumers and luxury executives are now craving for. Readers are hungry for quality, reliable, credible and unbiased information, now more than ever. Yes, one of the world’s most prestigious iconic hotels can (now) fail when implementing Covid-19 measures and our FEEDBACK should be more welcome than ever.
Creating a platform for luxury leaders to speak out is also critical during these times – real interviews, with real questions and genuine answers. Luxury leaders should show utmost concern about their strive to no compromise, about their efforts to keep their talent, while caring and nurturing for the talent that is the key beyond their DNA.
Governments are already excelling at creating ”lists” and ”rankings” – all of us in luxury should be brave and stay together with a hopeful message, despite all the sacrifices (which consumers are very well aware of) and truly make an effort to help and / or support. For a top luxury hotel to stay open and offer accommodation and in-room dining is like HERMES increasing production of its Birkins or Kellys during these times (putting its employees at risk) and sell them ”quietly” in China to compensate for losses and show profits.
During these times, consumers may appreciate more receiving a email newsletter or browse through a simple / humble social post with practical information, i.e. ”Our stores are closed but products can be ordered on a certain telephone number” or that a hotel mentions (not warns) that travelling involves testing or other measures such as quarantine. People will appreciate physical letter or festive card in the mail or reading an article in specialised luxury media.
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