Storied: Luxury Hotels Star in Their Own Branded Films
Luxury hotel brands are using high-production-value short films to entice travellers to their storied properties, reports Natasha Mekhail. The recipe? Add supermodels; let simmer online. more
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Topic: luxury brands
Crisis Mode: Four Travel Disasters and How Marketers Handled Them
How do you turn a national crisis into a marketing opportunity (and still be able to sleep at night)? Travel editor Eve Thomas explains how travel experts around the world have walked the fine line of disaster tourism. more
When Luxury Brands Go Digital
How do luxury brands stay hip to the web without ruining their hyper-exclusive image? Zeroing in on Burberry, Hermès and LVMH, Aliyah Shamsher discovers why some brands succeed while others simply go out of style. more
The Business of Sustainable Luxury
When U2’s Bono and his wife launched Edun in 2005, they hoped the clothing brand would be a Made-in-Africa affair. Turns out the business of “sustainable luxury” is more challenging than they expected, as fashion writer Aliyah Shamsher reports.… more
Scents of Place: Scent Branding in the Hotel World
They say it’s our most powerful sense, but scent is oft forsaken in the flash-and-buzz world of branding. Travel editor Natasha Mekhail reports on how hotel brands are using custom fragrances to out-sniff the competition. more
Room for Culture: Hotel Brands and the Arts
Look beyond the artwork in the lobby or the token lending library: By supporting artists and writers, international hotel brands are establishing real cultural cachet, reports travel writer Eve Thomas. more
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