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News

BEIJING/LONDON: More than 6m Chinese are expected to travel abroad during the Spring Festival, with the UK among the top destinations for wealthy consumers keen to escape the country's pollution and tap into their love of British brands.

Article

This annual report by J Walter Thompson Intelligence investigates the trends and emerging consumer behaviours set to shape marketing globally in 2017.

Case Study

This case study describes how P&O Cruises, a cruise holiday company in the UK, launched a media campaign to change its focus away from cheap deals, and to engage new customers and increase sales.

Article

This event report details how GfK, a market research firm, has been examining why the luxury goods industry is forecast to remain in stagnation in high-growth and mature markets.

Case Study

For this campaign, Art Series Hotels, an Australian luxury hotel chain, raised its summer occupancy rates.

Case Study

Art Series Hotels is a boutique hotel chain operating in Australia which, each summer, experiences a downturn in sales due to its normal clientele, business travellers, not travelling.

Case Study

This UK DM campaign for British Airways targeted the airline's top 500 customers with a personalised book under the proposition 'Every detail matters', to raise awareness of its new first-class cabin.

Case Study

Art Series Hotels, a group of luxury Australian hotels is primarily aimed at the business traveller.

Case Study

Shangri-La, like other luxury hotel groups, suffered in the 2008-2009 recession but, rather than cutting prices, it used creativity to restore growth.

Case Study

This campaign aimed to tell Indian consumers that the Emirates airline was useful for long-haul flights - not just shorter journeys to the Middle East.

Case Study

The Art Series Hotels, an art themed hotel group in Melbourne, Australia, needed to ensure occupancy rates were up over summer.

Case Study

International Asia-based luxury hotel brand Shangri-La saw its revenue and profits drop as a result of the recession, increasing competition and price pressure.

Case Study

Regardless of the depressed economy and downturn in travel, The Cosmopolitan of Las Vegas had to open its doors in Las Vegas on December 15, 2010.

Case Study

This campaign revived the fortunes of a Las Vegas casino, The Cosmopolitan, against a tough economic backdrop.

Case Study

Discover Boating is a boating awareness and general interest group charged with promoting this recreational pastime.

Case Study

After nearly 40 years of growth in Asia-Pacific, Shangri-La Hotels and Resorts set itself ambitious targets for global expansion and increased revenue.

Case Study

Despite Bangkok Airways using the positioning of "Asia's Boutique Airline" for 10 years, consumers did not know what it really meant and perceived the brand as just another low-cost airline in an era of industry-wide cost-cutting.

Case Study

The Puli Hotel and Spa is a luxury hotel hotel in Shanghai. This case study demonstrates how the hotel's launch was built on an original strategic insight and unique segmentation approach, leading to a correspondingly disruptive product concept and positioning.

Case Study

This paper describes the launch, in physical and advertising terms, of Cunard’s Queen Mary 2. It outlines the problems of entering an already saturated market, selling a product in advance of its existing and launching at the worst possible time.