Planned your next vacation yet? It may seem an odd question, but now is traditionally the time that travel companies and hotels launch ad campaigns. It makes sense: a few weeks after returning to work, you're already daydreaming about getting the hell out of there.
Several luxury hotel groups have launched campaigns this month. Rather than concentrating on the size of the bed or the view of the pool, they all focus on the emotional aspect of travel: the experience of a journey and the memories it leaves behind. For example, Orient Express Hotel Group has created a series of online videos to target a younger audience. The tagline says it all: « Embark on a journey like no other. » The films show the adventures of a fictional family on the group's legendary train and at several of its hotels. Take a look at ajourneylikenoother.com
Starwood Hotels and Resorts is also packaging the emotional element of travel. Its print ads feature framed images of its hotels on a fireplace - like photos of loved ones - alongside souvenirs and trinkets, like a golfing trophy or a wooden sailboat. Finally, Marriot's Autograph Collection of hotels - aimed at young but wealthy travellers - has launched a social media campaign via Facebook to lure us to its website. The tagline? « Make every journey a discovery. » Hotels are no longer places to stay: they are gilded gateways to adventure.
