ARE YOU STILL THINKING
MILLENNIAL, OR MULTI-
GENERATIONAL, OR HAVE YOU
MOVED ON?
While evolving demographics are an
important consideration, focusing on
psychographics is more relevant in
the luxury segment of the hospitality
segment. Moving from the “who”
is buying, to the “why” they are
buying thought process, can help
brands and operators create more
relevant offerings and experiences.
Understanding consumers’ habits,
preferences, and aspirations are
critical to establishing that emotional
connection between the brand and
the consumer.
Pendry Baltimore
Perry Lane Cafe
HOW IMPORTANT ARE DESIGN AND INSTAGRAMMABLE MOMENTS?
Design is a critical element of the overall luxury experience. Design forward spaces with
unique architecture and interior elements are proven to drive greater guest satisfaction
as well as premium rates. For example: A rooftop bar on the tallest building in an urban
market, or a spa designed around a natural cenote, or an outdoor restaurant offering a
180-degree view of the Pacific coastline are unique competitive advantages, that are not
easy to replicate.
These unique architecture and design elements provide unique experiences and
instagrammable moments - all of which drive low cost and targeted marketing, resulting in
enhanced awareness and visibility.
ILHA 71