Onlangs verscheen de 2007 editie van de ‘Luxury Brand Status Index’ een onderzoek waarbij hotelboekers gevraagd wordt naar hun favoriete luxe-keten van hotels. Het onderzoek, uitgevoerd door The Luxury Institute, gaf te zien dat men Small Luxury Hotels of the World (SLH) het beste luxe-merk vindt, dat daarmee bekende topmerken als Four Seasons en Ritz Carlton achter zich laat.
Small Luxury Hotels of the World is een exclusief merk van meer dan 400 onafhankelijke luxe hotels in 65 landen die een oneindige varieteit van locaties aanbieden. Van weldadige spa-behandeling, afgelegen strandresort, landelijk gelegen villa tot historische gebouwen of een klassiek Engels countryhouse, u vindt het allemaal binnen Small Luxury Hotels.
De Nederlandse leden van Small Luxury Hotels zijn Château St. Gerlach in Maastricht, The Dylan in Amsterdam, De Hoefslag in Bosch en Duin, Hotel-Restaurant De Beukenhof in Oegstgeest en Landgoed Lauswolt in Beetsterzwaag
In Belgie wordt SLH vertegenwoordigd door: Manos Premier Hotel en The Montgomery (beiden in Brussel) en Hotel de Orangerie, The Pand, Die Swaene en Hotel de Tuilerieën (allen in Brugge)
Meer informatie is te vinden op de website www.slh.com
Lees hieronder het (Engelse) verslag van het onderzoek:
"This is a tremendous honor and based on respondents' feedback a great indication that we are doing things right," commented Paul Kerr, Joint-Managing director of SLH. "Wealthy consumers are clearly looking for unique experiences at special places; something we make it our mission to deliver consistently around the world."
The results of The Brand Status Index come at a time when Small Luxury Hotels of the World has undergone a re-branding focusing on Experiential Marketing which highlights the unique and memorable experiences that over 400 branded SLH hotels offer around the world. These efforts are perfectly consistent with the respondent's feedback in the survey. When asked why they would recommend the brand to people they care about, consumers answered with phrases such as "unique properties," "personalized service," "something different," and "good experiences;" all things that accurately describe the brand of Small Luxury Hotels of the World.
Small Luxury Hotels of the World was not only named the top ranked luxury hotel overall, but is also the hotel brand deemed most worthy of a price premium and the luxury hotel brand wealthy consumers are most willing to recommend to other people they care about. The findings were consistent and unanimous across all age categories (under 45, 45-54, 55+) and split evenly between men and women, however, SLH scored the highest by respondents with a net worth of between $1 million to $5 million.
About the Luxury Brand Status Index:
The proprietary Luxury Brand Status IndexÔ is the only measure available of the value and equity of leading luxury brands to wealthy Americans, based on statistically meaningful data collected from wealthy consumers themselves. The survey index incorporates four main "pillars" of brand stature: Consistently Superior Quality, Unique and Exclusive brand, Social Status (a brand used by people who are admired and respected) and Self Enhancement ( the brand makes the customer "feel special" across all aspects of the customer experience)
The survey also measures three key "outcome" metrics, which are compared to the LBSI: Worthiness of a significant price premium, Willingness to recommend the brand to people they care about and the brand most likely to be considered the next time a purchase is made. Finally, qualitative responses are collected by brand to understand why consumers are or are not willing to recommend specific brands, and the reasons behind their preference for the brand they would most likely consider on their next purchase.
Other brands included in the survey were: Fairmont, Four Seasons, InterContinental, JW Marriott, Le Meridien, Leading Hotels of the World, Loews, Mandarin Oriental, Orient Express, Park Hyatt, Peninsula, Regent, Ritz-Carlton, Rock Resorts, Rosewood, St. Regis, W Hotels and Waldorf Astoria Collection.