June 2, 2015
Mandarin Oriental's "Stay and Shop" package
Mandarin Oriental's hotel in Kuala Lumpur is inviting global shoppers to take part in the city's annual "Malaysia Mega Sale Carnival" June 28 through Sept. 1 with a package that aims to remove stress.
Luxury consumers love to hop around the major cities of the world, experiencing the culture while also fitting in some shopping in high-end districts, but this routine can sometimes be overwhelming. Mandarin Oriental's decision to align with the summer shopping event in Kuala Lumpur will appeal to affluent travelers who want a guided experience amid the mayhem.
"Luxury travelers are looking for authentic experiences when they travel," said Tiffany Dowd, founder and president of Luxe Social Media, Boston.
"By offering a guided shopping experience, the hotel is providing its guests with an insider's knowledge of the best the city has to offer during the carnival," she said.
Ms. Dowd is not affiliated with Mandarin Oriental, but agreed to comment as an industry expert.
Mandarin Oriental was unable to comment by press deadline.
Join the fun
The Malaysia Mega Sale Carnival is orchestrated by the Ministry of Tourism and Culture Malaysia, which handles much of the promotional legwork.
Malaysia's tourism ministry set up a content hub where consumers can read about potential activities and learn about past versions.
For instance, consumers can read about Malaysia's star designer, Jimmy Choo.
Jimmy Choo store in Kuala Lumpur
The festive atmosphere incorporates businesses of all kinds and visitors experience an array of shopping events, dining options and cultural activities. Dozens of malls participate, giving consumers a breadth of choices.
The "carnival" resembles Black Friday, except with the frenzy dispersed over two months rather than crammed into one day.
Mandarin Oriental, Kuala Lumpur is capitalizing on the event's hype with an accommodation package, "Stay and Shop," designed for discerning customers.
The hotel is located next to 400 shops in the shopping mall, Suria KLCC, in the city's primary retail district.
Guests will be able to receive a guided shopping experience in either this mall or the nearby Pavilion Kuala Lumpur.
Upon arriving at the property, guests will receive Champagne with strawberries. A four-hour taxi will then be waiting to bring them to and from the shopping destinations of their choice.
Also, a complimentary transfer to the Pavilion will be arranged.
A personal shopper can be accessed for one of nine retailers: Rolex, IWC Schaffhausen, Swiss Watch Gallery, Vertu, Giuseppe Zanotti, Tory Burch, Bulgari, Burberry and Royal Selangor.
After shopping, visitors are encouraged to explore Kuala Lumpur's cultural heritage in Chinatown and Little India.
Malaysia Mega Sale Carnival 2014
Finally, guests can unwind with a 50-minute foot massage in the property's spa and then attend a "Lake Symphony" fountain show at nearby parks.
The package also involves daily breakfast and various other benefits. Prospective guests are asked to schedule a stay at least one week in advance so that details can be coordinated.
Fashionable travel
Mandarin Oriental has consistently woven fashion and shopping into its brand image.
Its New York property gave sartorially inclined guests the opportunity to embrace their inner model with a special room package.
Available for only two total guests, the “Runway Ready Package” included tickets to the Altuzarra runway show, a styling session at Bergdorf Goodman and a facial at the hotel’s spa. As hotels increasingly differentiate themselves through the unique experiences they can offer their guests, this likely helped Mandarin Oriental prove its influence and access (see story).
Also, Mandarin Oriental, Paris extended the hotel chain’s global shopping partnerships with high-end retailer Printemps Haussmann to achieve continuity for its fashion-oriented consumers.
The J’aime la MOde package catered to global travelers and arrives just in time for the Chinese New Year. Shopping experiences are becoming essential for luxury hotels that try to anticipate the full range of consumer desires when traveling (see story).
Final Take
Joe McCarthy, staff reporter on Luxury Daily, New York
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