Meredith manages The Luxury Collection brand; a glittering ensemble of 90 one-of-a-kind hotels and resorts providing unique, authentic experiences that evoke lasting, treasured memories designed for the global explorer.
Hello Meredith, how long have you worked in luxury branding?
After more than fifteen years in luxury marketing working for brands such as Gucci and Boucheron, I have now spent over ten years working on brands under the Starwood Hotels & Resorts umbrella. In 2008, I became the company's Director of Global Brand Marketing developing its Luxury Collection.
What is the brand “Meredith Dichter”?
I was born
and raised in New York and I am very well-travelled.
I have always loved and have been fascinated by the luxury culture. I love and believe in what I do; that is why
I enjoy it.
What makes a good luxury brand?
I would
say authenticity; it is important
to remain true to your identity. Above
all, service delivery should be personalized and tangible.
What is "The Luxury Collection" and who created it?
The Luxury
Collection brand began when ITT Sheraton purchased a
controlling interest in CIGA (Compagnia Italiana Grandi Alberghi, or Italian
Grand Hotels Company), an Italian hotel chain, in 1994. Those hotels, as well
as a number of top-tier Sheraton Hotels, were then marketed as ITT Sheraton
Luxury Hotels. After Starwood bought Sheraton, they established a separate
brand identity for The Luxury Collection and expanded it.
What would make a property qualify to be branded as a Luxury Collection?
The Luxury Collection is
strictly controlled, the process of joining is fast and simple for most
established independent luxury hotels. The requirements vary
but they are mostly one-of-a-kind
properties.
Some are palaces, others range from remote retreats to
timeless modern classics. There are also
some basics requirements to follow such as bathroom amenities, room size,
quality of linen service, branding of toiletries etc.
Would you say that the luxury collection is standing tall on its own?
Yes and we are continuing
to develop and welcome new properties. There
are for example new openings like the Excelsior Hotel Gallia, a Luxury Collection Hotel in Milan owned by Katara Hospitality, the unique Augustine in Prague and
the Porto Piccolo in Trieste, Italy. Starwood understands the allure of uncompromising style as well as their unique operational requisites.
What is the concept behind the book "Certified Indigenous".
Certified Indigenous was created to
celebrate the concierges of the luxury collection and the wonderful service
that they provide to guests. It
showcases how guests can spend 24 hours usefully at a destination.
What do you say about Service versus Fabric?
It is a combination and they go
hand-in-hand. Guests are usually looking
for a home away from home so they are looking for appealing surroundings
together with an excellent service to match.
What are some of the things to avoid when luxury branding?
Avoid
appealing too much to the trend; be true to your identity and do not “insult”
the consumer’s intelligence.
What are some of the “must haves” in luxury branding?
Authenticity,
core values of the brand, know your guest because “one size doesn’t fit all”
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