The concept of luxury brand management has become increasingly inspirational throughout different industry sectors. This module will revisit the key pillars of luxury brand management and analyse the factors of success and resilience to crisis of the luxury industry, how this industry is successful at creating and selling long lasting dreams, building strong emotional connections with luxury clients, retaining loyal VIP customers and ultimately delivering perceived added value and charging significant price premiums. 

It will give the participants a mix of tools and tips to strengthen their marketing strategies, push the boundaries of the luxury guest experience, adapt to evolving luxury consumer expectations, leverage on collaborations but also enhance operationally the perceived value or dream factors of their activity. It will also cover the challenges and opportunities of digital marketing for luxury brands and how luxury hospitality brands can best leverage on the digital revolution to enhance their communication.