The Leading Hotels of the World’s The Ritz London is appealing to consumers who have an interest in British royalty with an exclusive package for The Coronation Festival.
The hotel is offering the “Festival Fantastic” package July 11-13 to Leaders Club members, which gives them access to The Coronation Festival for the 60th anniversary of Queen Elizabeth II’s coronation, and is an exhibitor at the event in the food and drink section. This effort is likely to raise awareness of the property to ultra-affluent locals who seek exclusive experiences.
“This package will pique the interest of any affluent traveler because it is a can’t-buy experience to get up-close and personal with the royal family on the grounds of Buckingham Palace,” said Julie Oleskiewicz, senior manager of loyalty marketing at The Leading Hotels of the World, New York.
“How many people can say they were personally invited to the Coronation Festival as a guest of The Ritz London?” she said.
Reason to celebrate
As the first hotel to be given a Royal Warrant of Appointment, The Ritz London is allowing a limited number of Leaders Club members to experience the Coronation Festival with a one-off package.
The event will be held July 11-14 at the Gardens of Buckingham Palace. It is hosted by the Royal Warrant Holders Association.
More than 200 companies who hold Royal Warrant will be exhibiting at the festival, including The Ritz London.
Guests who purchase the Festival Fantastic package for approximately $5,053 for two will receive a two-night stay in a deluxe suite.
Round-trip airport transfers, daily English breakfast, one dinner in The Ritz Restaurant and a Ritz Coronation Festival gift will also be provided.
The Ritz London
Guests will get daily tickets to the Coronation Festival where they will receive complimentary Ritz Champagne and canapés.
Buckingham Palace
Tickets to the Coronation Gala July 12 and 13 at Buckingham Palace are also included.
The package must be booked before May 31 and is non-refundable.
Leaders Club members are being informed of the Festival Fantastic package via email and other communication channels.
Leading Hotels of the World is tempting consumers to sign up for its membership program by promoting the package via social media and its Web site as well.
Royal treatment
Last year, London hotels offered special packages for Queen Elizabeth II’s Diamond Jubilee to celebrate her 60th anniversary on the throne and target affluent, local consumers.
For example, Starwood Hotels & Resorts’ St. Regis enticed its loyalty members with a curated four-night experience.
The Lanesborough, a St. Regis hotel, offered a Diamond Jubilee package under its Aficionado membership program. Guests had the chance to experience many British traditions including a viewing of the Royal Carriage Procession to St. Paul’s Cathedral from a hospitality suite (see story).
In addition, 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).
The royal family exudes the affluent lifestyle, which creates desire for consumers to be a part of it.
Hotels that provide consumers with what they want can increase consumers loyalty.
“The marketing strategy was to offer Leaders Club members a once-in-a-lifetime opportunity to participate in the festival of the 60th anniversary of the coronation of the Queen as a guest of The Ritz London,” Ms. Oleskiewicz said.
Final Take
Tricia Carr, associate reporter on Luxury Daily, New York