How Monte Carlo Embraces Change for a New Luxury Customer
Monte Carlo might be known for its traditional luxury offering, but a deeper look shows a hospitality group that?s keenly aware of its positioning, the changing market and how it must adapt to ensure a spot of the ultra-wealthy?s jet set itineraries.
? Samantha Shankman
Luxury travel is changing and nowhere are those changes quite as evident as in the longtime jet set haven of Monaco.
Month-long stays have become week-long trips, couples? vacations have become family affairs, and the adrenaline high promised by gambling has been replaced with sporting events or a green juice buzz courtesy of Thermes Marin?s reset cleanse.
Monte-Carlo Société des Bains de Mer ? in charge of the Monte Carlo brand and four luxury hotels, four casinos, 30 bars and restaurants, and a spa within the less than one square mile principality ? is navigating these changes with an eye on the future. Interested in more stories like this" Subscribe to Skift’s New Luxury Newsletter to stay up-to-date on the business of modern luxury travel.
?Luxury is more and more defined by time. You can not buy time so it?s more a question of creating unique moments,? says Axel Hoppenot, Group Director of Sales and Marketing at SBM.
?It?s a question of how you move from offering the best product in the world to offering the best experience"?
One of the destination?s most talked-about changes is the renovation of the famed Hôtel de Paris which is scheduled to complete its billion-dollar renovation i...
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