Festive Information on Different Brands
As before - sources are the brands home page.
Task 1:
On 2 word page ( (bullet points to optimise space instead of a chart, like last project)), for the following brands
• Rosewood
• Peninsula
• Bulgari
- The 3 initiatives and their description
-The location these initiatives promoted in?
-The details of any festive promotions, packages, or special deals offered by competitors
-Pricing, inclusions, and any time-limited offers/experiences
-Are they focussing on long/short/family/romance stays? Who is their target market?
-Which resorts are they focussing on/ Are any resort displayed in a large part of the website - (which could mean they are down on numbers?)
-Which channels are they using to boost revenues during the festive period?
Task 2:
On 2 word page (bullet points to optimise space instead of a chart, like last project), for the following brands:
• Hermes
• Chanel
• Cartier
-The 3 initiatives and their description
-The location these initiatives promoted in?
-The details of any festive promotions, packages, or special deals
- Any particular focus on specific markets, any presence of flagship stores and in which location
- Pricing, inclusions, and any time-limited offers/experiences
-Which channels are they using to boost revenues during the festive period?
Task 3:
On 1 word doc page
Evaluate overall user experience for these brands:
•Four Seasons
• Belmond
• Six Senses
• Mandarin Oriental
• Rosewood
• Peninsula
• Bulgari
• COMO
Fashion Luxury Houses
• Hermes
• Chanel
• Cartier
Fill in table attached to address the instructions:
1) The website easy to navigate in terms of finding festive information. Yes or no? Briefly summarise how in a cell?
2)The booking process is easy or complicated to make a reservation for a holiday stay. Briefly summarise which of the two and how in a cell?
3) Briefly summarise search engine optimization practices, such as meta titles, meta descriptions, and keyword usage in holiday-related content, in a cell
4) Briefly mention how each website integrates with social media platforms and promotes its holiday offerings on social channels, in a cell
For the 3 tasks of the project, document findings, including screenshots, URLs, and notes, for reference and analysis.
Festive Season 2023 Research Project
Your Name
Subject and Section
Professor’s Name
December 5, 2023
Main Aman Global Competitors
List of brands
Festive Initiative
Description
Four Seasons
Confections - White Christmas
The Four Seasons Hotel Seoul enchants with its Nordic-inspired "Confections - White Christmas" campaign, transforming the venue into a picturesque wonderland. Catering to the Asian demographic, notably in South Korea, the initiative seeks to captivate both natives and globetrotters. The curated offerings comprise exclusive winter spa sojourns and distinctive Christmas culinary delights, with pricing structured for the discerning. A focus on brief, indulgent stays is evident, catering to duos and kin seeking metropolitan sanctuary. The Seoul establishment garners the limelight on the corporation's digital platform, signaling an intensified focus on this property for the holiday period. Strategic promotions are disseminated via social media and electronic direct mail.
Decadence in Nordic Cabins
The Geneva-based Four Seasons Hotel des Bergues presents "Decadence in Nordic Cabins," a celebration of Swiss winter festivities. Targeting both European and global clientele, this initiative promises a sumptuous family-centric experience. The proposition includes favorable rates for extensive family sojourns and extraordinary gastronomic encounters at its renowned eateries. Crafted for both elongated and brief visits, the initiative entices families desiring to delve into an authentic Swiss Yuletide. The Geneva site receives a pronounced promotion, denoting a tactical emphasis. The campaign is broadcast through elite travel consortiums and the hotel's esteemed alliance networks.
Breakfast with Santa
In Arizona, the Four Seasons Scottsdale at Troon North's "Breakfast with Santa" beckons families to establish new festive customs. This affair, predominantly marketed to North Americans, features a yuletide buffet breakfast, multiple sittings, and a Santa Claus meet-and-greet, all at a predetermined fee. The pricing approach is accommodating for families, offering children's discounts and complimentary participation for the youngest. The initiative underscores succinct, festive retreats. The Scottsdale retreat stands out in marketing endeavors, aiming to bolster reservations during the holiday timeframe. Promotion leverages local outreach, fidelity programs, and social platforms to optimize exposure.
Belmond
A Merry Day Aboard British Pullman
Belmond's "A Merry Day Aboard British Pullman" initiative is a quintessentially British experience that is marketed to both local and international patrons in the UK. This festive journey is priced to appeal to luxury experience seekers and includes a round trip filled with Christmas-themed entertainment and dining. It's tailored for day-trippers and caters to both families and couples looking for a unique holiday experience. Belmond's website highlights The British Pullman voyages, emphasizing their special festive trips. This initiative is promoted through strategic partnerships with luxury travel agencies and influencer engagements on social media platforms.
Bath at Christmas
The "Bath at Christmas" initiative offers guests an opulent day trip from London to the historic city of Bath aboard the Belmond British Pullman. The package includes brunch, a city tour, and a sumptuous dinner, with competitive pricing that positions it as a premium option for those seeking a festive day out. This experience is targeted at history buffs and luxury travelers who prefer short, culturally rich excursions. The prominence of this offering on the website indicates a push to increase bookings for this seasonal event. The marketing for this initiative is conducted through heritage travel blogs, email newsletters, and high-end lifestyle magazines.
Festive Lunch
Belmond's "Festive Lunch" on the British Pullman caters to the luxury market in London, offering an immersive 1920s dining experience aboard the historic train. The pricing reflects the exclusivity and historical value of the journey, with a target audience of luxury travelers and train enthusiasts. This event is ideal for those looking for short, nostalgic experiences. The British Pullman's festive lunches are given special attention on the website, hinting at a desire to showcase this unique offering. Promotion is done through classic travel forums, nostalgia-themed social media campaigns, and direct marketing to past guests.
Six Senses
Festive Season - Duoro Valley
The "Festive Season - Douro Valley" initiative by Six Senses is a serene holiday offering promoted in the Iberian market and aimed at international travelers seeking a wellness retreat. The package includes a Christmas Eve dinner showcasing Portuguese specialties, with pricing structured for upscale clients. The target market comprises wellness-focused travelers and families interested in a tranquil holiday experience. The Douro Valley resort is getting a spotlight on the Six Senses website, indicating a focus on attracting guests to this idyllic location. The initiative is promoted through wellness travel influencers, digital wellness communities, and the brand's social media channels.
Festive Season - Uluwatu, Ibiza
Six Senses Uluwatu, Ibiza, presents the "Festive Season - Uluwatu" initiative, merging local traditions with luxury hospitality for an enchanting festive season. This offering is prominently marketed to the European luxury travel market and includes seasonal feasting menus and cultural activities. It's priced for the high-end segment, focusing on travelers seeking a blend of festivity and exotic cultural experiences. The initiative is designed for both short and extended stays, with a spotlight on families and groups. Uluwatu's resort is featured on the website, suggesting a strategic emphasis during the holiday season. The promotion utilizes targeted social media ads, partnerships with luxury lifestyle brands, and exclusive email campaigns.
Tis the Season - Six Senses Ibiza
At Six Senses Ibiza, "'Tis the Season" initiative weaves sustainability with holiday festivities, promoted across global markets with a focus on eco-conscious travelers. The pricing is set to reflect the exclusive, sustainable nature of the activities, catering to guests interested in a green holiday. The target audience includes eco-luxury travelers and families. The resort's prominence on the website indicates a key focus on this location for the festive season. The initiative's marketing strategy includes collaborations with environmental organizations, eco-travel blogs, and sustainability-focused social media campaigns.
Mandarin Oriental
Festive Wonder
In the heart of Hong Kong, the Mandarin Oriental's "Festive Wonder" initiative adorns the cityscape with a breathtaking array of Christmas lights, offering guests a festive escape infused with exclusive privileges. This luxury package is promoted within the bustling markets of Asia, particularly targeting cosmopolitan travelers. Special deals include a curated holiday spa treatment and a gourmet Christmas Eve dinner, with