How Economic Conditions Impact Business Tourism: New Concepts for Luxury Brands?


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Company events, teambuilding activities and product presentations are regularly held, for example, on the Cote d'Azur. Luxury and glamor pull the Company here: But in times of increasingly tight budgets and crises, companies are demanding new concepts and interaction with their target group - what can this look like?

How Economic Conditions Impact Business Tourism: New Concepts for Luxury Brands? How Economic Conditions Impact Business Tourism: New Concepts for Luxury Brands?

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Here writes for you: Simone Janson is a publisher, German Top20 blogger and HR communication consultant. Profile

Luxury in teambuilding?

Overview

Company events, teambuilding activities and product presentations are regularly held, for example, on the Cote d'Azur. Luxury and glamor pull the Company here: But in times of increasingly tight budgets and crises, companies are demanding new concepts and interaction with their target group - what can this look like?

Tip: Text as PDF or podcast (please read the instructions!) or to this text complete eCourse Download. Regular promotions or news per Newsletter!

Companies looking for suitable venues for their events decide according to different criteria - as I have often found during my research: looking for something that is as close as possible to the company location or doing the event right in your own house.

Looking for Hollywood Glamor?

Overview

Others are looking for glamorous or luxurious venues, ideally with that certain something. And again, the place can not be adventurous and hip enough. It always depends on the goal a company is pursuing with their event, which budget is available and which requirements are available within the company. However, it is ideal if the location combines several of the mentioned criteria.

To date, the Cote d'Azur has been associated with luxury and Hollywood glamor: the film festival in Cannes, Saint Tropez or Nice - this attracts the rich and famous of this world or those who believe in it. Monaco attracts with the Formula 1 annually also German automakers for presentations. The Principality is certainly geared for mass events, with one of the biggest events being the SBM Group's Opel event for 9.000 participants.

Meetings with Brigitte Bardot

Overview

The former fishing village of Saint Tropez, now the home of Brigitte Bardot and meeting place of the chic people, attracts companies for events here again and again. Right next to the Gendamerie, which became known to the French comedian Louis de Funès, the Hotel de Paris is the only 5 star hotel that has been open all year round and thus specifically targets corporate clients. Because, that's the catch, the place itself is strongly geared to the summer tourism and also the slightly established ambience does not really convince.

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Even in the hills of Nice around the adjacent Villefranche-sur-Mer, the luxury villas of stars like Elton John or Madonna line up almost like pearls. Nice itself delights with a beautiful old town, a great beach promenade and the proximity to the Alps, which makes it possible to pack beach activities and skiing in one day. Nice therefore combines Southern French lifestyle, art and luxury in a special way and offers companies exciting venues for events.

Hotly wanted younger employees

Overview

This is already close to the new concept that the region could make in the future: Away from the glamor and luxury image to fun and activities. Because times are changing, also because companies are saving more and more and can not afford the expensive luxury location; and above all, the much sought-after younger employees who want to retain companies with their recruiting or team-building events, find pure luxury rather boring and are especially for outdoor activities to inspire.

Therefore, new concepts have to be produced. The pioneer here is the Var region around Saint Raphaël. "We specialize in a wide variety of team-building activities, from biking and hiking to climbing, sailing and yachting," explains Alexandra Sauvaigo of Estérel Tourism - Côte d'Azur - and takes me on a climbing tour with me experience the importance of team cohesion when it comes down to the fact that everyone pays attention to each other and you help each other step by step. Because everyone is hanging on the same rope and the challenge is to overcome their own fears and find a common pace without putting pressure on the individual or putting pressure on the group.

Away from classic one-way marketing

Overview

What makes the region so special is the unspoiled nature - for example, in the Esterel Mountains of red rocks. With the eBike even I can make it in two hours up to the mountain and down again, the view of the cliffs and the surrounding mountain region is fantastic. Great is also the drive with a Mehari along the steep coast. The picturesque, wildly romantic coastal road between Cannes and Saint Raphael is a famous movie set, for example scenes were shot here for the James Bond movie Specter.

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Exactly with such concepts can later tell exciting stories that attract much more interest from potential customers than classic one-way marketing with the display of status symbols and luxury goods. Sachar Klein, Vice President of Communication at Berlin-based Glossybox, said recently, "Luxury brands are a top-down approach to their own brand proposition. But today it's more about how people react to and interact with your brand. It's getting people to tell their stories. "

What makes the success of luxury brands?

Overview

In the future, it will be crucial for the success of luxury brands to specifically address the wishes of their potential customers - for example, with customer-oriented, modular products such as those offered by the Yachting team from Saint Raphaël. The company organizes company regattas, multi-day sailing trips or events on ships.

For this purpose, the founders Romain Lépine and Géraud Le Roux draw on a network of around 40 skippers, which they can use as needed in different places. "We see ourselves as the interface between skippers and companies," explains the commercial director Romain Lépine and makes it clear: "We make sure that companies get the right skippers and everything works smoothly on board. Because here in communication worlds meet each other. "

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