I want to share this video with you all. It is a good start to debate about luxury in T&T sector. Professor Simon Nyeck  is the Academic Director of the MBA International Luxury Brand Management at ESSEC (France) and visiting professor at the Executive Master in Tourism Management (IE Business School ).
We are constantly hearing about luxury, “lowxury“, “statusphere“, “luxyoury”, “no-frills-chic…(Please, check www.trendwatching.com ). Tons of new words which try to describe the behavior of our consumers and their attraction to luxury or to what they consider luxury. T&T sector is not away from these trends…on the contrary.
Professor Nyeck talks about location brand, the character of the location or company backing the brand and the knowledge or expertise of a location in people’s minds. I think professor Nyeck’s last comment ” luxury branding make people dream” is quite interesting. We know it. T&T companies deal with people’s dreams.