What are your predictions for the top trends in 2016?
In my opinion, I think the following characteristics are going to be the top trends from 2016 onwards:
Concept of the product: At Kempinski Hotel Ishtar Dead Sea, we are specialists at blending the natural beauty of the location with the unique concept of the hotel. This is the exclusive quality that differentiates one hotel brand from another. For us, Kempinski Hotel Ishtar Dead Sea lies gracefully on the shores of the world’s oldest natural spa – the Dead Sea – and designed in affectionate tribute to the Hanging Gardens of Babylon, offering 345 rooms and suites within a stylish arabesque monument building that weaves clean and simple lines into an Arabian theme. For a more luxurious and exclusive stay, the hotel offers Ishtar Villas, designed with a tasteful contemporary decor. The hotel also features one of the largest spas in the Middle East at 10,000 sq m.
Exclusivity: Being “exclusive” is what makes our guests – the “crème de la crème” society – value our personalized services and has them in constant pursuit of new and unique experiences. At Kempinski Hotel Ishtar Dead Sea, we treat all guests exclusively, according to their needs. We have two royal villas for our high-end clients who are seeking privacy and exclusivity during their stay. These kinds of rooms help our elite guests enjoy a private getaway away from their daily busy lives – guests such as celebrities, government officials, royalty and heads of state.
Unique Dining Experiences and product: Innovation is not limited to technology only anymore; it is now more involved in our day-to-day life and activities. Recently, it has been embedded in our various hospitality experiences related to food and beverage, spa and wellness, meetings and social events, etc. Being able to bring out-of-the-box ideas to your offerings is certainly what makes any hotel stand out among the competition. People are now more in pursuit of memorable local experiences when it comes to dining, shopping, adventures…etc.
New definition of luxury wellness: Guests are used to wellness getaways; however, what makes us different and unique are the offerings we have at our spa. At The Ishtar Spa by Resense, we are considered as one of the largest in the Middle East at 10,000 sq m. Every element of our spa is carefully designed to provide you with a classical service, a luxurious experience and the element of surprise. We offer 20 beautifully designed treatment rooms with private shower facilities, six outdoor individual treatment and relaxation areas, hydro-facilities with a steam room, sauna and whirlpool, tepidarium heated lounges, the Dead Sea pool and the largest hydro-pool in the Dead Sea. There’s also a separate ladies-only area.
And talking about exclusivity and innovation, we have recently launched a special promotion called “From Home to Heaven”, in which we truly offer a luxurious personalized wellness experience, which starts from the picking-up of our guests from their residences by a luxury car and includes unique spa treatments embedded with Dead Sea elements; a healthy lunch at the Lemon Garden, overlooking the Dead Sea; yoga session; and an overnight stay in one of our suites or departure from the hotel with a luxury car, depending on the guests’ preferences.
What are the commonalities in the definition of luxury across global market? How to bring the change?
The chief commonality of luxury is to provide latest services and facilities to the guest. Whenever a guest stays in at any high end luxury hotel, they expect certain level of luxury services and facilities. However, the change comes when you blend in a personal element or touch in the service you are providing. This gesture shows that the guests are being appreciated as unique and valued individuals.
The growth of certain categories of luxury like exotic cuisine and drinks, luxury travel and hotels shows that consumer values are transitioning. What according to you are the changes required to tap consumer value.
Most of our guests are diverse and affluent travellers and, therefore, they are well aware of the international trends prevailing around the world. However, what makes their experiences, wherever they travel, different and memorable is the local element during their stay. At Kempinski Hotel Ishtar Dead Sea, the local element is reflected in the concept of the hotel; the F&B offerings and themed nights; local experiences provided through our concierge; the Dead Sea healing elements in the spa treatments; and, of course, the unique location of the oldest natural spa in the world, Dead Sea, which is the lowest point on earth and located near some of the world’s most religious and historical sites – all of which complements the overall guest experience.
What are the new business models adopted by luxury brands and retailers these days.
With luxury consumption becoming global, digital and experiential, the role of luxury retailers irretrievably shifts from products only to value-added services and experiences. The core value unit that luxury retailers designed their businesses around isn’t a luxury product only anymore; it is seamlessness, convenience, speed and quality of personal services as well.
