News

Ritz-Carlton adopts new approach

13 Oct 2011

The Ritz-Carlton is trying a fresh approach in its latest promotional campaign.

By proposing an alternative question to guests with the phrase, “Let us stay with you”, the initiative reverses the age-old approach of hotels by asking guests to stay with them. The campaign involves several elements including the use of a new video on its website and social media platforms. One of the aims is to engage guests by focusing on its guests’ memories and experiences with the hotel and its staff members in order to showcase the properties.

In an interview with Business Traveller Asia-Pacific, The Ritz-Carlton’s regional vice president, Sales & Marketing Asia Pacific, Michelle Caporicci commented, “We are targeting any one who wants to have the Ritz-Carlton experience, whether it’s the aspirational customer, or the true luxury consumer. It’s a wide audience.”

As part of the new platform the company redesigned its website and is also utilising social media networks such as its Facebook, Twitter and YouTube, along with its Foursquare Concierge Service to extend its reach and to create more personalised interactions with its customers.

For example, the Foursquare Concierge Service is seen as a value-added digital experience platform for consumers. “It’s where our concierge and PR experts can interact and provide travel tips for guests either before they’ve left for a trip or on their home computer. They can search for unique experiences they might want to plan for on a trip, or on their mobile device while they are actually in a (Ritz-Carlton) hotel,” said Caporicci.

Under the new brand platform, The Ritz-Carlton has also rolled out its “Discover With You” channel, that offers not just hotel packages, but experiences that are unique to a particular Ritz-Carlton property, and goes beyond the conventional hotel offers. For instance, the Ritz-Carlton Beijing, Financial Street has a Hutong Bicycle Tour package that offers guest not just accommodation for two nights in the hotel’s executive suite, but a bicycle tour through the streets of Beijing with a cycling concierge to assist with photography requests.

In mid-October, the campaign will also reveal a video featurette that will showcase consumers’ experiences and memories of their Ritz-Carlton stay. 

“With this new platform, it really ties back to the overall service philosophy of our brand. We have to walk our talk. When you come to Ritz-Carlton, let us stay with you, and let us create these memories. Hopefully with our service philosophy, we’re providing service that will always stay with the guests even after they leave the hotel,” said Caporicci.

For more information, visit www.ritzcarlton.com

Tiffany Sandrasageran

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