Leading the Brand Experience SLIB

Leading the Brand Experience SLIB

LEADING THE BRAND EXPERIENCE

EXPLORE THE CONCEPT OF LUXURY

LUXURY GUESTS & BRANDS

LEADING LUXURY AT

PROGRAM OBJECTIVES EXPLORE the origins, history and evolution of Luxury throughout time, arriving to a definition of Luxury today and its implications in hospitality.

IDENTIFY the behaviours associated with developing and maintaining a strong Luxury brand as a Luxury leader.

DISCOVER international trends in the world of Luxury and its association with heritage, story-telling, uniqueness and attention to detail.

DEFINE guests’ Luxury needs & a systematic approach to facilitating a Luxury experience.

RECOGNISE frameworks used by Luxury brands to transfer the concept of Luxury in the culture of the organisation, facilitating and enhancing Luxury in the workplace.

LEARN how creativity has a strong association in the world of Luxury, cultivating moments of unexpected surprise.

Activity No. 1: 5 minutes. My thoughts on Luxury

Find a partner and answer the following two questions:

1. If I was a luxury object, I would be… 2. Luxury for me is…

You will introduce your partner and the answers provided to the questions.

BRIEF HISTORY OF LUXURY

IN THE BEGINNING, THERE WAS LUXURY

LUXURY IMMERSION PROGRAM SLIM DUBAI

LUXURY IS ABOUT ELEVATION

LUXURY IS RITUALISTIC

LUXURY IMMERSION PROGRAM SLIM DUBAI

LUXURY IS ABOUT ELEVATION

SILK GOLD OBJECTS …

LUXURY HAS ALWAYS BEEN SYMBOLIC

LUXURY: “THE ORDINARY OF EXTRAORDINARY PEOPLE”

DEMOCRATIZATION OF LUXURY

DEMOCRATIZATION OF LUXURY

Emergence of new millionaires

Emancipation of women

Activity No. 2: 15 minutes. Luxury Economy & shifts on perspective

In groups,

1. Analyse the information provided in the digital booklet.

2. Discuss and prepare a presentation on:

Group 1: (pages 4 and 5) Executive Summary and the Hierarchy of Luxury Needs

Group 2: (pages 10 and 11) The future of Luxury Travel

Group 3: (pages 12 and 13) The future of Luxury Travel

Group 4: (pages 14 and 15) Serving a new Era of Luxury Travellers

LUXURY TRAVEL REPORT 2015 - 2030

LUXURY TRAVEL REPORT 2015 - 2030

LUXURY TRAVEL REPORT 2015 - 2030

LUXURY TRAVEL REPORT 2015 - 2030

LUXURY TRAVEL REPORT 2015 - 2030

LUXURY TRAVEL REPORT 2015 - 2030

LUXURY INDIVIDUALS & BRANDS

WHAT IS A BRAND?

A BRAND IS A PROMISE

LUXURY, INDIVIDUALS & BRANDS…

DEPUIS

1854

DEPUIS

1909

Luxury is part and parcel of humanity and of life in society

Luxury is a culture, which means you have to understand it to be able to practise it with flair and spontaneity.

Luxury has a fundamental function of recreating social stratification.

TRADITION

PERSONAL

VERTICAL

SUBJECTIVE

UNDEFINABLE

CHIC

RARE

EVOLUTION

UNIQUE

LUXURY THE INDIVIDUALS AND BRANDS

HERITAGE

ELEVATION

ART

BEAUTY

EMOTIONS

POSITIONING OF LUXURY IN THE PRESENT

EVOLUTION OF LUXURY

LOCALISATION

TIMELESSNESS

MODERNISATION

EVOLUTION OF LUXURY

MODERNISATION

LUXURY TODAY IS ACCESSIBLE AND MODERN FROM

TO

Activity No. 3: 10 minutes.

How are these brands presenting Modernisation?

In pairs,

1. Select one of the Luxury Brands presented in your booklet. 2. Scan the QR Code and spend 5 minutes navigating their website. 3. Answer the question: How are these brands presenting the modernisation of Luxury?

EVOLUTION OF LUXURY

LOCALISATION

Activity No. 4: 10 minutes. What do they present as Luxury? In your group table,

1. Go to the website: www.virtuoso.com and identify the different offers in Luxury travel that they offer.

2. What is Luxury today?

3. Each team will have 2 minutes to present your collective definition of Luxury.

PRESENTATIONS

LUXURY IMMERSION PROGRAM SLIM DUBAI

EVOLUTION OF LUXURY

TIMELESSNESS

LUXURY IMMERSION PROGRAM SLIM DUBAI

DEPUIS

1913

LUXURY IS SUBJECTIVE

LEARNING ABOUT SUBJECTIVE DEFINITIONS OF LUXURY

WHAT IS LUXURY FOR THEM?

LUXURY TRENDS

Hotel Cipriani's: 'Dinner in the Sky' (50 meters above the Venetian canals)

LUXURY IMMERSION PROGRAM SLIM DUBAI

Hard Rock Hotel Ibiza: restaurant displays large screens showing images connected to the dishes

Lebua Hotel, Jaipur: afternoon of elephant polo on its grounds

It’s about the EXTRAORDINARY

LUXURY AT SHANGRI-LA

LEADING THE SHANGRI-LA LUXURY BRAND EXPERIENCE

OUR OPPORTUNITIES TO WOW… New stories, Each hotel is unique.

LUXURY TODAY: Modernisation Localisation Timelessness

SHANGRI-LA’s LUXURY PROMISE:

WHAT LUXURY MEANS TO US… Our stories, What makes us unique.

Experiences inspired in our Asian roots combined with the best of the local culture.

OUR DNA: Who are we as a Brand…

MASTERING THE BASICS:

•

Shangri-La Guiding Principles

• Shangri-La Service Guide (standards) • Shangri-La Values

CHINESE LUXURY

LUXURY IMMERSION PROGRAM SLIM DUBAI

Activity No. 6: 15 minutes.

How do we demonstrate Shangri-La’s Luxury?

In your group table,

1. You are going to be allocated a particular guest.

2. Listen to what the guest says by scanning the QR Code

3. Design the perfect Shangri-La Luxury experience for your guest based on what you heard, but elevating the brand. – Apply the Model.

4. Be ready to present

TEAM 1

LUXURY IMMERSION PROGRAM SLIM DUBAI

TEAM 2

LUXURY IMMERSION PROGRAM SLIM DUBAI

TEAM 3

LUXURY IMMERSION PROGRAM SLIM DUBAI

TEAM 4

LUXURY IMMERSION PROGRAM SLIM DUBAI

LEADING LUXURY

WHAT IS A BRAND?

A BRAND IS A PROMISE

LUXURY IMMERSION PROGRAM SLIM DUBAI

WHAT IS YOUR PERSONAL BRAND?

MY VALUES AND MY BEHAVIOURS

LUXURY & MY PERSONAL BRAND

Activity No. 7: 10 minutes.

How do we demonstrate Luxury as a leader?

In groups of three,

1. Identify a list of behaviours that Luxury Leaders should demonstrate?

Focus on verbal communication, body language and managerial practices.

Activity No. 8: 5 minutes.

As a Luxury Leader, I AM…

Individually,

1. Select three words that represent the most important descriptors of Luxury to you. These three words will represent your Luxury Leader Personal Brand. 2. Create a personal statement that says: As a Luxury Leader, I am ________________________ complete using the three words.

LUXURY IMMERSION PROGRAM SLIM DUBAI

Activity No. 8: 5 minutes.

Where do I need to focus?

Individually,

1. Using your Luxury Leader Personal Brand Statement,

- Identify where do you need to focus? - 3 actions that will help you achieve your personal luxury brand.

LUXURY IMMERSION PROGRAM SLIM DUBAI

LUXURY IMMERSION PROGRAM SLIM DUBAI

LUXURY IMMERSION PROGRAM SLIM DUBAI

LUXURY IMMERSION PROGRAM SLIM DUBAI

LUXURY IMMERSION PROGRAM SLIM DUBAI

LUXURY IMMERSION PROGRAM SLIM DUBAI

If Shangri-La was a person…

WOULD THAT PERSON BE YOU????