St Regis Hotels and Resorts is undergoing a brand repositioning to stay modern and relevant, and part of the new brand delivery will include a new “Live Exquisite” tagline and more experiential guest programmes developed by the St Regis Connoisseurs.
Lisa Holladay, vice president and global brand leader for St Regis, told TTG Asia the new positioning is built “all around living exquisitely”, and will retain the heritage, traditions and rituals the brand is known for.
Holladay pointed to the St Regis-sponsored 2017 Sentebale Royal Salute Polo Cup with Prince Harry as the guest of honour, held Monday at The Singapore Polo Club, as an example of how the new Live Exquisite promise is delivered. The polo game in the afternoon featured a lifestyle event that is a firm tradition with the St Regis brand, while the gala dinner that evening was held in an unexpected botanical paradise setting in The St Regis Singapore’s John Jacob Ballroom.
Also supporting the repositioning is a new print campaign which uses beautiful lifestyle photographs in different settings as well as a stronger reliance on the St Regis Connoisseur programme established in 2010. The programme calls upon trendsetters who share the same lifestyle as St Regis guests to provide ideas on how impressive travel experiences should be delivered at St Regis properties.
The programme, which counts professional polo player Nachos Figueras and singer-songwriter Jamie Cullum among its ambassadors, will soon be joined by Chinese millionaire socialite and jewelry designer Wan Bao Bao.
Yeoh Fay Linn, senior director, brand management & marketing Asia-Pacific, Marriott International, revealed that Wan will design a unique piece of jewelry that will only be retailed in limited quantity at St Regis properties and online boutique.
Coming up soon, the Live Exquisite promise will be delivered through a fashion project lead by another Connoisseur, fashion brand Marchesa. “Marchesa will design a collection of kaftans… bearing designs unique to our St Regis properties in resort locations,” shared Holladay.
Holladay also revealed for the first time that a search is underway for a “younger Connoisseur, perhaps a teenager” to give the brand a “younger perspective on how the brand can be enjoyed”.
She said: “These days, couples are travelling with their children, but they aren’t leaving their children with a babysitter at the resort. They want to spend quality time together. Children who grow up with frequent travellers – the kind who are our guests – are so well travelled themselves (so we can benefit from their perspectives).”