The concept of luxury brand management has become increasingly inspirational throughout all industry sectors. This module will revisit the key pillars of luxury brand management and explain how this industry is successful at creating and selling long lasting dreams, building strong emotional connections with luxury clients, retaining loyal VIP customers and delivering perceived added value while 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 though new branding approach (lifestyle hotel brand and collection brands). It will also cover the challenges & opportunities of digital marketing for luxury hotel brands and how they can best leverage on digital content to enhance their communication.

This module will also include a chapter on crossovers and brand collaborations and will offer innovative views on collaborations 360°, including online collaborations and how relevant collaborations can help luxury hotels and resorts enhance their uniqueness and legitimate new facets of luxury guest experience. This part will be illustrated by case studies on branded residences, fashion designers, architects, F&B, Spa collaborations.