Small Luxury Hotels of the World named #1 "Luxury Brand"
Small Luxury Hotels of the World ™ named #1 "Luxury Brand" by Luxury Institute
Wealthy Consumers choose Small Luxury Hotels of the World ™ over Ritz-Carlton
and Mandarin Oriental
In the 2007 Luxury Brand Status Index ™, the independent researchers at the
New York-based Luxury Institute ranked Small Luxury Hotels of the World ™
the top overall luxury hotel brand for 2007, beating more traditional brands such
as Ritz-Carlton, Mandarin Oriental and Four Seasons.
"This is a tremendous honour for us and based on respondents' feedback, a great
indication that we are doing things right," commented Paul Kerr, C.E.O. of Small
Luxury Hotels of the World. "Wealthy consumers are clearly looking for unique experiences
in stunning locations, and we make it our mission to deliver this consistently around
the world."
The results of The Brand Status Index (LBSI) come at a time when Small Luxury Hotels
of the World has undergone a re-branding exercise which highlights the brand's ability
to provide unique and memorable experiences at its hotels around the world. This
strategy is consistent with the respondents' feedback in the survey, who when asked
why they would recommend the brand to people they care about, answered with phrases
such as "unique properties", "personalised service", "something different", and
"good experiences". All of these comments accurately describe the Small Luxury Hotels
of the World brand.
Small Luxury Hotels of the World was not only named the top ranked luxury hotel
overall, but is also the hotel brand deemed most worthy of a price premium and the
luxury hotel brand wealthy consumers are most willing to recommend to other people
they care about. The findings were consistent and unanimous across all age categories
(under 45, 45-54, 55+) and split evenly between men and women, however, Small Luxury
Hotels of the World scored the highest by respondents with a net worth of between
$1 million to $5 million. The Small Luxury Hotels of the World brand also scored
significantly above the benchmark average on each component index of the LBSI.
About the Luxury Brand Status Index:
The proprietary Luxury Brand Status Index ™ is the only measure available
of the value and equity of leading luxury brands to wealthy Americans, based on
statistically meaningful data collected from wealthy consumers themselves. The survey
index incorporates four main "pillars" of brand stature: Consistently Superior Quality,
Unique and Exclusive brand, Social Status (a brand used by people who are admired
and respected) and Self Enhancement (the brand makes the customer "feel special"
across all aspects of the customer experience)
The survey also measures three key "outcome" metrics, which are compared to the
LBSI: worthiness of a significant price premium, willingness to recommend the brand
to people they care about and the brand most likely to be considered the next time
a purchase is made. Finally, qualitative responses are collected by brand to understand
why consumers are or are not willing to recommend specific brands, and the reasons
behind their preference for the brand they would most likely consider on their next
purchase.
Other brands included in the survey were: Fairmont, Four Seasons, InterContinental,
JW Marriott, Le Meridien, Leading Hotels of the World, Loews, Mandarin Oriental,
Orient Express, Park Hyatt, Peninsula, Regent, Ritz-Carlton, Rock Resorts, Rosewood,
St. Regis, W Hotels and Waldorf Astoria Collection. For more information, go to
www.luxuryinstitute.com.
Small Luxury Hotels of the World ™ is an exclusive brand of more than 480
independent, luxury hotels offering an infinite variety of memorable experiences
in 75 countries. Whether guests are seeking a blissful spa retreat, the rustic charm
of a country villa, a secluded beachside resort, the refined splendour of an old
English country house or a sanctuary hidden amid the vibrant atmosphere of a bustling
city centre, Small Luxury Hotels of the World ™ only offers the very best.
Reservations can be made at any Small Luxury Hotel of the World ™ property
by calling toll-free 800 525 4800 or via www.slh.com.
Travel agents need only remember the GDS code LX for LuXury.
Hotels interested in applying for membership with Small Luxury Hotels of the World
may visit www.joinslh.com for further information
and details.