Who should attend
- General managers overseeing full-service hotels
- Senior hospitality professionals such as managing directors, assistant general managers, executive assistant managers, and operations directors
About the course
Luxury is eternally evolving. In this program, you'll gain a thorough understanding of luxury service management and the specific challenges of marketing to today's luxury consumers. Marketing luxury services requires specific principles to enhance and preserve the image of finest quality, exclusiveness, and hedonic value. You'll sharpen your knowledge in marketing by contrasting traditional versus luxury-specific marketing principles within the service sector. You'll explore and actively participate with your peers through a mix of cases, readings, and videos.
What Is Luxury and How Is It Changing?
Who Is the Luxury Customer and What Do They Want? How to Get Insights Into Their Behavior
How Is the Marketing Mix for Luxury Different? What Are the Anti-Rules of Luxury Marketing? Can Luxury Be Mass-Produced?
Elevating Your Service Experience: The Aesthetics of Luxury
Key course takeaways
- Discuss the movie “Generation Wealth” and how perceptions of luxury are changing
- Review Deloitte's latest survey research on the luxury consumer and their segmentation
- Explore how one hotel used social media to gain insights into consumer behavior
- Examine the “anti-rules” of luxury marketing and relate them to marketing actions
- Use elBulli as a blueprint for bringing an innovative idea to market
Biography Kathy LaTour is an associate professor of services marketing at the Cornell School of Hotel Administration. She is an expert in the area of marketing hedonic experiences, with a particular focus on wine and gambling. She received her PhD from the University of Iowa in 1997. From 1997-20...
Because of COVID-19, many providers are cancelling or postponing in-person programs or providing online participation options.
We are happy to help you find a suitable online alternative.