1. Discuss the emotional and historical factors that contribute to the strong emotional value attached to a luxury brand. How do these factors influence customer loyalty and willingness to spend more on a brand, even during periods of weaker creativity or product quality?

   Luxury Retail Selling Strategy

2. Analyze the expectations of luxury clients, particularly the Excursionists, when it comes to the quality and exclusivity of products and services. How can luxury retailers create a multi-sensory shopping experience that meets these expectations and enhances the perceived value of their brand?

• Activity idea: Rewrite this analogy using a different art form (e.g., film, fashion show, or Michelin-star kitchen) to deepen understanding.

Why is being friendly and proactive no longer enough in luxury client experiences?

• Follow-up: Can you think of a time you received “friendly” service that still felt impersonal or generic?

Objective:
To understand the modern luxury consumer by analyzing psychographic profiles and connecting them to real-world luxury brands.

Instructions:

• Divide the group into smaller teams.

• Assign each team a luxury brand (e.g., Gucci, Bottega Veneta, Moncler).

• Each team researches their assigned brand’s marketing strategies and product offerings.

• Using insights from the article, each team maps out the likely psychographic profile(s) of their brand’s target luxury consumers. Consider:

  • Are they HENRYs (High Earners, Not Rich Yet)?

  • Do they value conspicuous or inconspicuous consumption?

  • Is sustainability or exclusivity important to them?

  • What psychological needs (uniqueness, belonging, status, self-expression) does the brand appeal to?

Discussion:
Each team present your findings, highlighting how their brand’s approach aligns with the psychological drivers discussed in the article, such as the need for uniqueness, exclusivity, or prosocial signaling through sustainability1.

Activity 2: "Design a Luxury Brand Campaign: Quiet vs. Loud Luxury" (GIRLS)

Objective:
Explore the changing trends in luxury marketing, focusing on the shift from conspicuous (loud) to inconspicuous (quiet) luxury.

Instructions:

• Create a campaign for a "loud" luxury brand (e.g., Fendi, Louis Vuitton) and the other half for a "quiet" luxury brand (e.g., Bottega Veneta, Nomasei).

• Each team develops a brief campaign concept that:

  • Identifies the core message and psychological appeal (status, uniqueness, sustainability, etc.).

  • Suggests marketing channels and tactics (social media, influencer collaborations, member-only events, product badges, etc.).

  • Considers the psychological effects of exclusivity, scarcity, and self-narrative construction.

• Begin by watching key segments of Jerry Inzerillo’s TEDx talk, focusing on his central message: “Service is nobility, service leads to success, and service deserves recognition”1.

• In your group, discuss:

  • What does “service as nobility” mean in the context of hospitality and tourism?

  • How has Jerry Inzerillo’s leadership and innovation shaped the global perception of service excellence?

  • Can service truly lead to both personal and organizational success? Why or why not?

Groups fill out the Brand Identity Prism template for their hotel, addressing each facet as shown in the slides.

Research Paper: Do write a research paper that explores the promotional strategies of luxury brands. Do include sections on digital marketing, traditional marketing, and how these strategies help maintain brand identity and exclusivity.

Note: APA 7th Edition format references should be included.

Instructions

1. Map the Channels

   • Work together in your group to draw a visual map of all the distribution channels Meliá Hotels uses. Include direct channels (like their website and app), indirect channels (such as OTAs and travel agents), and alternative channels (like metasearch platforms).

   • For each channel, write down at least one strength and one weakness, using information from the article.

2. Analyze with SWOT

   • As a team, discuss and complete a SWOT analysis of Meliá’s distribution strategy.

     • What are the strengths and weaknesses of their current approach?

     • What opportunities and threats do you see, especially in the context of international luxury hospitality?

3. Propose Improvements

   • Choose one distribution channel that you think is the most important or has the most potential for improvement.

   • Brainstorm and outline a plan to make this channel more effective for international reach and profitability.

     • What digital or operational innovations could help?

     • How do your ideas address the weaknesses or build on the strengths you identified?

4. Present Your Work

   • Prepare a 3-minute presentation that summarizes your channel map, your SWOT findings, and your improvement proposal.

   • Present your work to the class and be ready to answer questions from your peers.