HILTON LUXURY AND LIFESTYLE BRANDSLUXURY 2018 Brand Board MeetingJanuary 23, 2018
LOOKING TOWARDS 201825
While luxury today has evolved to be more democratic and experiential vs material, the social currency around Status associated with luxury is still very valid.TRUE LUXURY CENTERS AROUND:CREATE DESIREDELIVER PERSONLIZATIONOFFER RARITYPRESENT EXPERIENCESSHARE EMOTIVE STORIESTrue Luxury Today28
Understanding the Luxury Market SegmentThere are 3 tiers of luxury consumers, each with distinct, distinguishing characteristics:1 – WEALTH X (2017) | 2 – WEALTH X (2015) | 3 – INVESTOPEDIA (2016) | 4 – ACCENTURE (2015) | 5 – MEDIAPOST (2016) | 6 - INVESTOPEDIA (2017)Ultra High Net Worth (UHNWs)226k worldwide$30m+ Liquid AssetsOPINION-LEADERS (DEFINE LUXURY) 1EARLY ADOPTERS (DIRECT WIDER TRENDS)2ASPIRATIONAL / TREND INFLUENCED88% MALE22% FEMALE 1PARTNERED (86% MARRIED) 3SIGNIFICANT DISCRETIONARY INCOME 566% SELF MADE34% INHERITED 189% SELF-MADEBUSINESS OWNERS 42 INCOMESOURCEs 5PASSION-LED (36% PHILANTHROPY) 177% USE SOCIAL MEDIA > ONCE DAILY 4HIGH COSTS OF LIVING 6High Net Worth (HNWs)13m global pop.$1m Liquid Assetsh Earners Not Rich Yet (HENRYs)Control 40% global spending<$1m Liquid Assets /26$250k – 500k Household Income1%9%90%
BRAND WHEEL
Hospitality: True Waldorf Service- Personalized and bespoke, anticipatory service- Genuine and friendly but unobtrusive- The culture behind everything we doPlace: Inspirational Environment- Iconic, landmark destinations- Sophisticated, classic style and architecture that is balanced with a sense of freshness and innovation- Luxuriously appointed, elegant design- A strong sense of arrival and impressive public spacesOffer: Authentic Moments- Exclusive and exceptional experiences - Unique and unforgettable destinations- A place where significant events and special occasions take placeThe Greatest of Them AllSince opening its first landmark hotel in New York City 125 years ago, the Waldorf Astoria has become synonymous with luxury, hospitality and superlative service. The hotel has since redefined people’s understanding of true hotel excellence often being called “the greatest of them all.” We earned that title through many hotel-defining milestones such as the invention of room service, daring culinary innovations, and attracting culture-shaping clientele. But more importantly we became “the greatest of them all” through an intuitive tenacity to transform any moment from the grand to the routine into something unforgettable. We are the greatest of them all because every moment is ripe with possibilities.Waldorf Astoria’s roots have spread across the globe. The portfolio carries the same pioneering mantle, and the brand continues to set new standards of luxury, hospitality and service.PersonalityWe are Iconic, Refined, Optimistic, and UnforgettableBehaviorWhile each Waldorf Astoria is unique in its iconic architecture, surroundings and charm,...
