GINGER TAGGART VICE PRESIDENT, GLOBAL LUXURY BRANDS - Luxury Daily
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G I N G E R TA G G A RT V I C E P R E S I D E N T, G L O B A L L U X U RY B R A N D S
CONTENTS
INPUTS INTO CRAFTING A LUXURY GUEST EXPERIENCE –
THE LUXURY MARKET
THE IHG PORTFOLIO: CRAFTING UNIQUE GUEST EXPERIENCES –
INTERCONTINENTAL, SIX SENSES, K I M P TO N AND REGENT
BEHIND THE SCENES –
A CASE STUDY: REGENT ® H O T E L S & R E S O RT S
KEY SECRETS OF SUCCESS –
GUEST EXPERIENCE INPUTS
D E S I G N S T R AT E G Y A N D B R A N D H A L L M A R K C R E AT I O N
2 Confidential © IHG 2018. All Rights Reserved.
THE LUXURY
MARKET
3
THE LUXURY MARKET
THE CHANGING WORLD OF LUXURY
4 Confidential © IHG 2018. All Rights Reserved.
THE LUXURY MARKET
Both traditional and emerging consumers are under-served
and are demanding new values from luxury brands.
45% 53% 61%
of luxury shoppers are millennials, of millennials choose a luxury of millennials surveyed
characterized by a distaste for experience over a product. choose either full or selective
conspicuous consumption and luxury travel.
a desire for value with values. Deloitte
L.E.K. Consulting and Skift
Tom Hardy – The Future Laboratory
5 Confidential © IHG 2018. All Rights Reserved.
THE LUXURY MARKET
The luxury accommodations segment is growing fast
and projected to reach $95 billion globally by 2025 – driven
largely by increased consumer spending on experiences.
GLOBAL LUXURY SEGMENT
2017-–2025 (IN USD)
6%
CAGR
$95
BILLION
$60
BILLION
2017 2025
55% of what consumers spend globally on luxury is spent on luxury experiences.
BOSTON CONSULTING GROUP
6 Confidential © IHG 2018. All Rights Reserved.
Leader in Unforgettable
Luxury Experiences
7
Confidential © IHG 2018
IHG Luxury Portfolio
Open Luxury Properties /
Rooms:
205/69,436
69/13,470
18/1,448
8 6/2,003
Kimpton Fitzroy London
9 InterContinental Maldives Maamunagau Resort
10 InterContinental Lyon, France
11 Six Senses Fiji Malolo Island
ABOUT SIX SENSES
Background
• Six Senses is one of the
world’s leading operators of
top-tier luxury hotels, resorts
and spas, with a globally
renowned reputation for
wellness and sustainability
• Properties in some of the
world’s most desirable
locations –from the
Maldives and the Seychelles,
to Yao Noi in Thailand,
Oman’s Zighy Bay and
Portugal’s Douro Valley
China, Six Senses Qing Cheng Mountain
Awards
Top Hotel Brand Editors’ Favourite Best Hotel Group
Hotels in the World
Travel + Leisure, US (Douro Valley) The Telegraph, UK
World’s Best Hotel Travel Awards
12 Brand Award three years Conde Nast Traveller,
12
in row (2017, 2018, US – 2018 Gold List
2019)KIMPTON HOTELS &
RESTAURANTS
13
13KIMPTON SEAFIRE RESORT, GRAND CAYMAN
14LUXURY INSIGHTS
AN INSIDERS LOOK INTO CRAFTING A LUXURY EXPERIENCE:
PUTTING IT INTO PRACTICE
INTERCONTINENTAL HOTELS & KIMPTON HOTELS & SIX SENSES
RESORTS RESTAURANTS
• Named the World’s Leading Hotel Brand for the • Named World’s Best Hotel Brand for three years in
• Glassdoor’s “2019 Best Places to Work”
a row (2017-2019) by Travel + Leisure, US
12th time at the World Travel Awards in 2018
• Forbes’ “The Best Employers for Diversity 2019”
• KPMG Nunwood US Customer Experience
• Best Hotel Group, UK Travel Awards (The Telegraph,
Excellence Analysis • Fortune’s “100 Best Companies to Work
UK)
For” (2011-2019)
• Business Traveler Awards’ Best Business Hotel Chain
Worldwide • Human Rights Campaign’s “Corporate Equality
Index” (2004 – 2019) Recipient of 100% ScoreLUXURY INSIGHTS
AN INSIDERS LOOK INTO CRAFTING A LUXURY GUEST EXPERIENCE:
KEY SECRETS OF SUCCESS
D E E P D I V E I N TO G AT H E R U N I Q U E I N S I G H T S
A BRAND’S S E T O U T TO C R E AT E A – T H I N K B R O A D LY A B O U T P L A C E VA L U E
H E R I TA G E B U T I N F U S E L U X U RY G U E S T J O U R N E Y INFLUENCERS O N VA L U E S
M O D E R N R E L E VA N C E
Confidential © IHG 2018. All Rights Reserved.
16H O T E L S & R E S O RT S
17 Confidential © IHG 2018. All Rights Reserved.18 Private & Confidential © IHG 2019. All Rights Reserved.
THE REGENT STORY
THE FIRST BRAND TO OFFER…
A P I O N E E R I N L U X U RY
When the Regent brand was founded over
40 years ago, it marked the beginning of modern luxury.
Regent Hotels was the pioneer in hotel design
with bold firsts, setting the ultimate standards that
continue to live across luxury hotel brands today.
PRIVATE VILLAS WITH POOLS
It was the first hotel brand to offer private villas with pools,
island reception desk, sunken bathtubs and five-point
bathroom suites in every guestroom.
SUNKEN BATHTUBS FIVE-POINT BATHROOMS
With a legacy of innovation, extraordinary views,
landmark destinations and exceptional service,
the Regent brand has returned to redefine
luxury once more.
ISLAND RECEPTION DESKS
19 Private & Confidential © IHG 2019. All Rights Reserved.THE REGENT STORY
Positioned at the top of IHG’s luxury portfolio,
this legendary brand is redefining luxury hospitality through
innovation, design and a deep understanding of the new
luxury guest.
20 Confidential © IHG 2018. All Rights Reserved.REGENT® HOTELS
LOCATIONS
BEIJING BERLIN CHONGQING
496 ROOMS AND SUITES 195 ROOMS AND SUITES 198 ROOMS AND SUITES
PORTO MONTENEGRO SINGAPORE TAIPEI
149 ROOMS AND SUITES 440 ROOMS AND SUITES 538 ROOMS AND SUITES
21 Confidential © IHG 2018. All Rights Reserved.REGENT® HOTELS
TA R G E T D E S T I N AT I O N S
The brand will expand to the world’s most dynamic cities!
and awe-inspiring resort destinations.
AMERICAS EUROPE MIDDLE EAST,! GREATER CHINA
ASIA & AFRICA
BOSTON AMSTERDAM GUANGZHOU
CHICAGO BARCELONA BANGKOK HANGZHOU
HAWAII GENEVA DUBAI MACAO
LAS VEGAS LONDON MALDIVES SANYA
LOS ANGELES! MILAN MUMBAI SHANGHAI
MIAMI MUNICH PHUKET SHENZHEN
NEW YORK PARIS SYDNEY
SAN FRANCISCO PRAGUE TOKYO
WASHINGTON D.C ROME
VIENNA
TORONTO ZURICH
VANCOUVER
BAHAMAS
CARIBBEAN
22 Private & Confidential © IHG 2019. All Rights Reserved.REGENT® HOTELS
PIPELINE PROPERTIES
PHU QUOC HONG KONG BALI CANGGU
HOTEL & RESIDENCES HOTEL HOTEL
120 rooms and suites 140 suites and 10 villas
178 Sky and Land villas
OPENING 2020 OPENING 2022 OPENING 2021
23 Private & Confidential © IHG 2019. All Rights Reserved.REGENT® HOTELS
PIPELINE PROPERTIES
JAKARTA CHENGDU KUALA LUMPUR BOSTON
HOTEL & RESIDENCES HOTEL HOTEL RESIDENCES
126 rooms and suites 280 rooms and suites 250 rooms and suites 477 residences
97 residences
OPENING 2022 OPENING 2022 OPENING 2023 OPENING 2019
24 Private & Confidential © IHG 2019. All Rights Reserved.REGENT® HOTELS
THE REGENT GUEST
25 Confidential © IHG 2018. All Rights Reserved.THE REGENT® GUEST
THE ESTABLISHED ELITE
Regent guests seek balance in life not through their status, but through experiences
they see as important to their lives, their legacy and those around them.
They are self-actualized and seeking to maintain their current state and reconnect with life’s beauty.
PAN-GENERATIONAL, GENDER NEUTRAL – THE “1%”
POST STATUS – LUXURY AS A WAY OF LIFE
UNDERSTAND “SEEN” AND “UNSEEN”
DESIRE TO BE AROUND OTHERS OF THEIR CALIBRE
FOCUSED ON FUTURE IMPACT & LEGACY
MATURE ENOUGH TO RECOGNIZE BALANCE IS KEY
26 Confidential © IHG 2018. All Rights Reserved.REGENT® HOTELS
A LEGEND REBORN
27 Confidential © IHG 2018. All Rights Reserved.BRAND AMBITION
– E L E VAT I N G A B O V E T H E N O I S E
The What
Brand Pyramid:
Guest Experience
Roadmap
EMOTIONAL INTENT BRAND PROMISE
– UPLIFTED – S U B L I M E H AV E N
The How
28 Confidential © IHG 2018. All Rights Reserved.Key Inputs
into the
Brand’s Relaunch
29THE REGENT® BRAND
REPOSITIONING THE BRAND
SERVICE PHILOSOPHY DESIGN SIGNATURES STRATEGIC PILLARS BRAND HALLMARKS
30 Confidential © IHG 2018. All Rights Reserved.THE REGENT® BRAND
DESIGN PHILOSOPHY
Discreet opulence redefines luxury tropes with nuanced contemporary design cues building upon
a timeless base with expressive, yet seemingly effortless delights and imaginative extravagances
that instil a touch of bliss at just the right moments.
CLASSIC PIECES MADE CONTEMPORARY
PHOTO. FROM THE RUBELLI CATALOGUE
2018. BY MAZ ZAMBELLI
STYLING BY BEATRICE ROSSETTI
FRAMED VIEWS HIGH QUALITY ENVELOPE
PERSONAL HAVENS
BY WALL&DECO
STUCCO WALLPAPER
BOLIA INTERNATIONAL A/S
ELEGANT
CLASSICISM
WITH NEW
ARTISTRY
NONCHALANT ARRANGEMENTS RICH MATERIALITY
CONTEMPORARY
DESIGN CUES
SUMPTUOUS
LAYERS
ELEGANT MATERIALS WITH PATINA ELEVATED ACCENTS DOMESTIC STAGES
31 Confidential © IHG 2018. All Rights Reserved.THE REGENT® BRAND
DESIGN LAYERS
The design style is brought to life through three distinct layers.
BASE LAYER CONTRAST LAYER DYNAMIC LAYER
SERENE UNEXPECTED HARMONY DECADENCE
50% 40% 10%
An elegant and tranquil backdrop. An expressive, seemingly effortless Captivating, memorable and
& intimate perspective on luxury. imaginative extravagances.
32 Confidential © IHG 2018. All Rights Reserved.THE REGENT® BRAND
DESIGN LAYER PROPORTIONS
BY TOUCHPOINT
DESIGN LAYER GUIDELINE, AND WILL VARY IN ACCORDANCE TO MARKET AND HOTEL
33 Private & Confidential © IHG 2019. All Rights Reserved.THE REGENT® BRAND
LOBBY
Awe-inspiring moment
Bespoke Hotel Pattern
Private Reception Island
Personal Havens
FOR ILLUSTRATION PURPOSES ONLY
34 Private & Confidential © IHG 2019. All Rights Reserved.THE REGENT® BRAND
GUESTROOM
Bespoke Hotel Pattern
Framed Views
Ritual of Dressing Area
Personal Haven
FOR ILLUSTRATION PURPOSES ONLY
35 Private & Confidential © IHG 2019. All Rights Reserved.THE REGENT® BRAND
O A S I S B AT H R O O M
Bespoke Hotel Pattern
Customized bath products!
from the Regent bath menu
Personal Haven
FOR ILLUSTRATION PURPOSES ONLY
36 Private & Confidential © IHG 2019. All Rights Reserved.THE REGENT® BRAND
O U T D O O R S PA C E S
Personal Haven
Water feature
Unexpected Harmony
FOR ILLUSTRATION PURPOSES ONLY
37 Private & Confidential © IHG 2019. All Rights Reserved.THE REGENT® BRAND
“The unexpected harmony within the Regent design feels very human and
personal.
It suggests that it is almost perfect but allowing for an element of creativity.
This is important in timeless design.”
STEFAN SIELAFF,
DESIGN DIRECTOR – BENTLEY
38 Confidential © IHG 2018. All Rights Reserved.REGENT® HOTELS
VISUAL IDENTITY
39 Confidential © IHG 2018. All Rights Reserved.VISUAL IDENTITY
INSPIRATION
ICONIC C I N E M AT I C LUCKIEST HOTEL
VIEWS LINKS IN THE WORLD
Influenced Design Signature: Influenced new photography Influenced new custom pattern based
Awe-Inspiring Moments on legends of Kowloon Dragons
40 Confidential © IHG 2018. All Rights Reserved.VISUAL IDENTITY
COLOR RATIOS
BASE PALETTE SIGNATURE BRAND COLOR DECADENT ACCENTS
WHITE VELLUM CELADON DARK TEAL PURPLE RUBY
SERENE DECADENCE
41 Confidential © IHG 2018. All Rights Reserved.VISUAL IDENTITY
IN ACTION
42THE REGENT® DISTINCTION
THE REGENT HALLMARKS
43 Private & Confidential © IHG 2019. All Rights Reserved.THE REGENT® BRAND
BRAND HALLMARKS
PERSONAL HAVENS THE TASTE STUDIO WITH COMPLIMENTS EXPERIENCE AGENT
Breath-taking outside spaces or an intimate An immersive showcase of innovation and A new benchmark in luxury hospitality An elevated experience of personal service -
corner in a guest room, these spaces are as collaboration from emerging culinary talent where services such as laundry, pressing and from pre-stay to departure - delivered by one
much moments in time as they are sublime and creative spirits to create an elevated mini-bar are included as a matter of course. point of contact.
physical spaces. multi-sensory and cultural dining experience.
44 Confidential © IHG 2018. All Rights Reserved.THE REGENT® DISTINCTION
P E R S O N A L H AV E N I D E A S F O R O N - P R O P E RT Y
MOMENTS
LOBBY GUESTROOM BATHROOM OUTDOOR SPACES
A cosy corner with an oversized chair A day bed by the window for guests A soaking tub with bath oils and a Sunset or stargazing experience on
and curated reading list. Beverages to rest with a mediation mask personalized movie list perfectly the terrace with warm blankets and
or grazing platters are offered by listening to a customized playlist or complemented by a favourite tea or binoculars whilst oysters are shucked
means of the signature “Press for indulge with a mini facial kit and bite- champagne. tableside.
Champagne” button. sized canapés.
45 Private & Confidential © IHG 2019. All Rights Reserved.THE REGENT® BRAND
“People these days are so busy, they treasure quiet moments to relieve the
pressure.
Creating a personal haven for the guest is really special and unique.
I haven’t seen this done before.”
APRIL HSU,
MANAGING DIRECTOR – SHANGLIU TATLER
46 Confidential © IHG 2018. All Rights Reserved.THE REGENT® DISTINCTION
THE TASTE STUDIO
A dedicated, interactive showcase kitchen, the Taste Studio
is a platform and incubator for creative teams of emerging
chefs, musicians, painters, and others. Encouraging unique
partnerships across industries and creates multi-sensorial
experiences that are ever-evolving.
47 Private & Confidential © IHG 2019. All Rights Reserved.THE REGENT® DISTINCTION
WITH COMPLIMENTS
Luxury should not be about small surcharges but rather
about ensuring an uplifting experience. This Regent hallmark
introduces a new benchmark in luxury hospitality where
services such as laundry for gym kits, first pressing and
mini-bar are included as a matter of course and filling
of forms are eliminated for a frictionless experience.
48 Private & Confidential © IHG 2019. All Rights Reserved.THE REGENT® DISTINCTION
THE REGENT EXPERIENCE AGENT
The Regent Experience Agent is a single point of contact
for both guests (hotel, restaurant, and meeting patrons)
and their Personal Assistants.
A revolutionized hotel position, the Experience Agent works
with guests and/or their Personal Assistants to anticipate
needs and curate experiences. Guests may choose to
communicate in-person or via a technology platform.
The Experience Agent is empowered to make anything
happen, even if it falls
outside of a traditional hotel purview.
Phase II will include a portal/app
for Personal Assistants.
49 Private & Confidential © IHG 2019. All Rights Reserved.And, our story begins…
50 Confidential © IHG 2018. All Rights Reserved.You can also read
