Nowadays, well known luxury brands are investing hospitality industry as we can see in the article I choose. As we can read there, luxury consumers want more than clothing, yatch and private jets, they would want to have luxury resorts....
I agree with that point of view but I dislike the word "super luxury-circle", my idea about luxury brands in hospitality is that those companies do not want (and are not really able) to deliver a luxury service. I think they want more to enlarge the "hyper luxury" image of their brand in every people's mind all over the world by openning 7 stars hotels, and so, show people that every thing can became luxury with their name.
Everyone recognise that luxury is what everyone cannot offer himself, isn't it ? Some people have specialised their knowledge in specifics domains to create luxury, is their knowledge luxurious everywhere, I don't think so. Maybe I have a very simple point of view, but I think that luxury is a "know how" and not a brand name. Do you think that a Versace watch equals an Emerich Meerson's one? In that domain the first one as luxurious as it could be would always stay a gadget in front of the opulent luxury of the second.
In conclusion, I simply think that brands like Versace should better design than create luxury hotels if they want people never foget them luxury brand status.
Do you think that people will always recognise a brand as a luxury one if they forget why this brand is a luxury one?
Link to the article: http://www.hotelmarketing.com/index.php/content/article/061120_versace_to_build_15_luxury_resorts/
