Macdonald Resorts, Portugal (Macdonald Monchique Resort & Spa, Vale Da Ribeira Residences)
Branding in the era of ''new luxury'': integrated marketing for 4-5 star properties and destinations
In this session we will look at the latest cultural and behavioural trends, how people make judgements and decisions which ultimately affect their buying patterns. We will look at the concept of ''new luxury'', where status is no longer derived from expensive purchases but is strongly linked with passion, experience, wellness, community and sustainability. Find out how brands can really bring out their human side and connect with new audiences. Emotional and good marketing is here to stay - and it will redefine the travel industry. We will draw on practical examples, channel selection and integrated marketing approaches for 4- and 5-star hotels and destinations.