Perceptions and definitions of luxury are evolving. In today’s world, luxury has a new meaning. Ostentation is out and authenticity is in, so what defines luxury now? Hilton Worldwide Luxury Brands understood the need to listen in order to utilize key insights to lead the luxury hospitality industry took an innovative approach to answer this question by developing “The Luxury Manifesto,” a Web-based video series featuring insightful conversations with luxury industry thought leaders.
Hosted by John T. A. Vanderslice, global head of luxury and lifestyle brands for Hilton Worldwide, the series features intimate conversations with luxury luminaries from the worlds of fashion, media, culinary, travel and arts. Thought-provoking interviews with a range of industry influencers examine modern luxury for today’s consumer. The series continues to grow. One of the latest interview includes Ferruccio Ferragamo, CEO of Salvatore Ferragamo Italia.The series, available on facebook.com/ConradHotels and facebook. com/WaldorfAstoria, is accompanied by content and commentaries from influential luxury bloggers. Which targets have been assigned? The Luxury Manifesto was created to gain valuable insight from key leaders in the luxury sector while reaching the brands’ target audience discerning affluent travelers with a household income in the top 7-10 percent of the population, who hold a passport, travel globally and have 3+ luxury hotel stays in the past 12 months. The program goals are: -* Define and communicate Hilton’s luxury and lifestyle brands (Conrad Hotels & Resorts and Waldorf Astoria Hotels & Resorts) to key demographics -* Position John Vanderslice and Hilton Worldwide Luxury Brands as thought leaders in the global luxury travel and lifestyle business -* Gain invaluable insight for the development of Hilton Worldwide Luxury Brands both domestically and internationally When did it happen and with who ? The program was launched in 2011 and is still in process, with plans to continue into 2012. Hilton Worldwide Luxury Brands brought The Luxury Manifesto to life with the support of public relations partners Edelman and Quinn & Co.What are the main characteristics? The Luxury Manifesto is a combination of a video series featuring conversations about the current state of luxury and a curated blogbased discussion featuring influential luxury bloggers. The blog is built into a Facebook tab in order to connect the brands with The Luxury...
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