THE Ritz-Carlton Hotel Company launched a brand new platform to showcase its core service philosophy.
Breaking with convention, the brand now poses an alternative style of question to guests, asking ‘Let Us Stay With You’, reversing the age-old approach of hotels asking guests to stay with them.
The campaign aims to deliver the message through one-of-a-kind experiences and stories by the ladies and gentlemen of The Ritz-Carlton.
Speaking about the need for such an initiative, Pascal Duchauffour, vice president of The Ritz-Carlton Hotels in Europe and the Middle East says: “2010 was a good year for the brand and, looking ahead, we expect similar strong results for both 2011 and 2012. The brand is expanding into new markets, reaching out to new guests and the new campaign is just to refresh our core message to them.
“Who we are has not changed. We are still very much a people’s company. Our ladies and gentlemen work towards creating a customer for life and strengthening that emotional attachment they have with the brand.”
Ritz-Carlton’s ‘Let Us Stay With You’ will define rare and special things that characterise true luxury, uniting guests around the world by speaking directly to those connected by their wants and needs, rather than their geography and culture.
A key component of the platform includes a comprehensive advertising campaign, complemented by a memory-evoking piece of film, the introduction of new social media networks and a website re-design on www.RitzCarlton.com, which will encourage the ladies and gentlemen to publicly share their stories of luxury service and care.
Duchauffour adds: “In the long term, we want to reach out and touch our customers, even when they are not physically in the building. This will be the goal of each property, to study their guest likes, needs, choices and offer it to them. For example, if you bring a renowned chef and a sommelier together, you know they can create an exceptional experience. But, what about being able to offer the same exceptional service in the comfort of the guest’s own house. This is where we create a touch-point with our customer.
“We always talk about ‘wow’ stories; constantly share them with our colleagues internally. Today, part of the brand message is to share that with all our guests through our website. It’s really about creating, capturing and sharing those special moments, allowing interaction with our customers even after they have left the hotel.”
“In order to be relevant, one has to be where the customer wants you to be and hence the group’s decision to reach out to the guests via the digital platform.
“Today we are interacting with our customers via Facebook, Twitter or apps like Foursquare where we launched the Foursquare World Concierge to further support our efforts to stay with our guests even when they’re not travelling with The Ritz-Carlton.”
The company has an ambitious expansion plan for the region. This year, the group opened the Ritz-Carlton Dubai International Financial Centre in Dubai, UAE, and took over the management of the Al Bustan Palace hotel in Muscat, Oman, from InterContinental Hotels Group.
The brand makes its first venture into Saudi Arabia next month with the opening of the Ritz-Carlton Riyadh and into Abu Dhabi with the opening of the Ritz-Carlton, Abu Dhabi, Grand Canal by the end of this year or early next year.
Speaking about the new properties Duchauffour says: “The Ritz-Carlton Riyadh is a phenomenal hotel and carefully thought out for the Saudi market. We are now ready to open and have very high expectations for the hotel. The property has already seen lots of interest particularly for large events like weddings. The Ritz-Carlton, Abu Dhabi, Grand Canal is also a few months away from opening.
“We will differentiate ourselves in both these competitive markets with our service standards. It is all about creating memories and experiences when we open these hotels.”
He is extremely positive about the region saying: “We think the Middle East is where things will be happening in the next few years. Of course there are pockets of challenges like Egypt, but again we are witnessing improvement and that is encouraging.”
Ritz-Carlton will open the Nile Ritz-Carlton in Cairo, the company’s second property in Egypt, early in 2013. Further, The Ritz-Carlton, Dubai is undergoing an expansion which will increase the total number of guest rooms and suites to 301 and include the addition of several new restaurant concepts. Duchauffour added that the company is very keen to take its brand into new areas like Lebanon, Jeddah and possibly a second property in Abu Dhabi.