May 25, 2012
Starwood Hotels & Resorts’ St. Regis is enticing its loyalty members interested in Queen Elizabeth II's 60th anniversary on the throne and London culture with a curated four-night experience.
The Lanesborough, a St. Regis hotel, is offering a Diamond Jubilee package June 2-5 under its Aficionado membership program. Guests will have the chance to experience many British traditions including a viewing of the Royal Carriage Procession to St. Paul’s Cathedral from a hospitality suite.
“The package shows good attention to detail in providing a very upscale experience,” said Ron Kurtz, president of American Affluence Research Center, Atlanta. “This reinforces the association of the brand and the hotel with true luxury.
“The tie-in with the Jubilee celebration will help position St. Regis as a supporter of English tradition and give it the opportunity to design and promote a product with unique features and appeals,” he said. “It also protects its competitiveness with other luxury hotels that are doing something similar."
Mr. Kurtz is not affiliated with St. Regis, but agreed to comment as an industry expert.
St. Regis could not comment before press deadline.
Royal treatment
Aficionado members who purchase the package will take part in four days of planned activities centered on the celebration of the Diamond Jubilee.
Guest will be served a full British breakfast each morning.
On the first day, guests will be driven to the Epsom Derby at Britian’s Epsom Downs. Seating will be available in a Derby Suite.
Visitors will be provided with tea, coffee and pastries in the morning followed by a Pimms and Champagne reception and a five-course meal for lunch. Afternoon tea will be served as well as complimentary drinks from the bar all day.
Guests will spend their second day aboard the HMS Belfast ship and museum where an exclusive party will be held to view the Thames River Pageant as it reaches Tower Bridge. A Royal expert will be in attendance.
Food will be provided all day including a buffet lunch and afternoon tea.
The next day is free for guests to explore London on their own. A five-course meal will be served for dinner at The Lanesborough’s on-property Apsleys restaurant.
Apsleys restaurant
The last day of the trip will be spent at a suite above Strand Street in London, a vantage point to view the Royal Carriage Procession to St. Paul’s Cathedral for a Thanksgiving service.
The Diamond Jubilee package costs $8,475 for two guests and taxes are not included. Additional days can be booked for $871 per night.
Visitors will stay in an executive double room at The Lanesborough.
Executive double room
Guests can book this package by phone or email.
“This package is aimed at travelers who want a unique experience with all details handled for them,” Mr. Kurtz said.
“Given the package starts on June 2, which is less than two weeks away, it seems to be an effort to generate near-term business among people who can get away on short notice,” he said.
British tradition
Many traditionally British brands are using the Diamond Jubilee celebration to market products and services.
For example, The Langham hotel and Asprey used their British heritage to celebrate the Queen’s Diamond Jubilee with a special high tea with pastries inspired by the jeweler’s collections (see story).
In addition, London-based chocolatier Charbonnel et Walker created British-themed products and is pushing them to its most loyal customers via email (see story).
Also, London icon and department store Harrods is tapping into locals’ affinity for the Queen to market a product line and a series of in-store events to mark the Diamond Jubilee (see story).
Since the Diamond Jubilee could be considered a worldwide event, St. Regis is likely attracting luxury consumers looking for a once-and-a-lifetime experience around the time of the Diamond Jubilee and the summer Olympics in London.
Like other Starwood properties, St. Regis is active on social media and shared the Diamond Jubilee package with its followers via Facebook.
“I think businesses, especially in the travel industry, may have overdone their promotion of the Jubilee-themed packages and products in relation to the business that will be generated,” Mr. Kurtz said. “But they have not spent a lot of money promoting these products.
“As a result, the industry has had little to lose while perhaps gaining a little new business and creating some news and excitement with their special products,” he said. “These promotions may also help build employee morale.”
Final Take
Tricia Carr, editorial assistant on Luxury Daily, New York
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