LUXURY IMMERSION
WORKSHOP
LUXURY IMMERSION PROGRAM
INTRODUCTION
The fascinating journey of Luxury is an approximation to a long lasting way of being that began with the origins of human civilisation. Luxury has been characterised by its elevated nature, a matter of status, a moment of pleasure, unforgettable experiences.
Luxury whether object or service, it contains a strong human imprint – Luxury is of human origin .
But is Luxury one thing? Or is it multifaceted? Is Luxury subjective? Or is it collective?
Anthropological research and historical data have evidenced how Luxury is always evolving, how it adapts to times, demographics, generations. The Luxury Immersion Program will provide you with insightful information on the character of Luxury, its democratisation in the last century and what it has been predicted about its future. You will learn some of the latest trends in the world of Luxury and it will provide you with ideas to design your hotels’ next chapter on the experience of
LUXURY …
LUXURY IMMERSION PROGRAM
OBJECTIVES
• Explore the origins, history and evolution of Luxury throughout time, arriving to a definition of Luxury today and its implications in hospitality.
• Identify the behaviours associated with developing and maintaining a strong Luxury brand as a Luxury leader.
• Discover international trends in the world of Luxury and its association with heritage, story-telling, uniqueness and attention to detail.
• Define guests’ Luxury needs & a systematic approach to facilitating a Luxury experience.
• Recognise frameworks used by Luxury brands to transfer the concept of Luxury in the culture of the organisation, facilitating and enhancing Luxury in the workplace.
• Learn how creativity has a strong association in the world of Luxury, cultivating moments of unexpected surprise.
LUXURY IMMERSION PROGRAM
PRE-WORK ACTIVITY No. 1:
In preparation for the workshop, please ensure to complete the following Pre-work activity.
ACTIVITY NAME: LUXURY EXPERIENCES
Instructions:
• Visit the following website: www.virtuoso.com
• Explore the different destinations, experiences that they offer and the philosophy behind these experiences.
• Answer the following questions and bring them to the session:
1. What is Luxury? (Based on what Virtuoso presents).
2. How is Luxury represented in your hotel?
3. What else could be done to enhance the Luxury experience for your guests in your hotel?
LUXURY IMMERSION PROGRAM
PRE-WORK ACTIVITY No. 2:
In preparation for the workshop, please ensure to complete the following Pre-work activity.
ACTIVITY NAME: BBC AMAZING HOTELS
Instructions:
Last year the BBC London produced a series called: Amazing Hotels. Please download Episode 3 and watch it – click here to download – (please plan ahead as the episode lasts for 50 minutes & the link to download the file will expire on September 17 th and then the file will not download).
Answer the following questions and bring your answers to the workshop:
• How does the local experience contribute to creating a Luxury moment? • List 2 points that you found interesting about this hotel • Based on this episode, what does the Luxury guest want?
FINAL INFORMATION:
The dress code for the workshop is formal business attire.
LUXURY IMMERSION PROGRAM
Luxury being a social phenomenon, and society being composed of human beings. Luxury, whether object or service, must have a strong human content, be of human origin.
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