As part of their brand re-launch, Le Méridien has created a signature concept revolving around the idea of providing their guests with interactive cultural experiences, explains the author of this article published on the website Hotel Marketing on December 9th 2009. This concept focusing on 4 key points has now been awarded the “Best Innovative Concept in Full Service Hotels” at the Worldwide Hospitality Awards in Paris.
The challenge for Le Méridien was to create a unique and cultural experience for the guests from the first 10 minutes they walked in the hotel lobby. In order to do this, the Starwood-owned hotel chain surrounded itself with LM100™ members, famous and talended like Le Labo perfumers Fabrice and Eddie Roschi for the creation of a distinctive scent, or composer/producer Henri Scars Struck for the sound atmosphere. Other LM100™ members designed rooms’ key cards so that they guests would keep them as a piece of art after departing the hotel.
The whole idea is to offer the guests art and culture at their fingertips, whether by collecting key cards, smelling a particular scent in the lobby or also, by being surrounded by unique soundscape in the elevator.
What I find particularly interesting about this concept is how successfully and timely Le Méridien implemented this new concept. Now is the time when boutique hotels appeal to guests looking for a one-of-a-kind experience and Le Méridien managed to apply such a concept to a hotel chain. Increasingly, we find that art is used and blended with other elements such as fashion brands (Louis Vuitton and the opening of their contemporary art foundation in Paris) and hotel experiences (design hotels in general and “creative hubs” for the Le Méridien).
This sure is one interesting way for the brand to stand out of the crowd and gain customer loyalty.
Subscribe to:
Post Comments (Atom)
Indeed, it is really interesting to see how Le Méridien try to develop customers'loyalty by offering an unique experience. I also have chosen to analyze an article about hotels'loyalty programmes. It could be interesting for you to read it in order to cross the information in the two articles.
ReplyDeleteNice job of streaming a blog roll. Good topic and I appreciate your opinion on one-of-a-kind experiences. Take it a step further - will this strategy lift Le Meridien out of 'chain' sameness?
ReplyDeleteInteresting article, i was not aware of that king of practice, it's very innovante. good work for starwood ?
ReplyDeletecould it be reuse, you say yes but will they be able to surprise the loyal customer on the next trip. Could we think also on a multiplus brand concept hotel ...