St Regis Hotels and Resorts’ ongoing brand repositioning is promising more exquisite and experiential guest programmes that will benefit the intimate-sized, C-level meetings its properties tend to attract.
Central to the new branding campaign is the “Live Exquisite” tagline and a positioning built “all around living exquisitely” while retaining the heritage, traditions and rituals the brand is known for, according to Lisa Holladay, vice president and global brand leader for St Regis.
Sentebale Royal Salute Polo Cup
Holladay pointed to the St Regis-sponsored 2017 Sentebale Royal Salute Polo Cup, held the past Monday at The Singapore Polo Club, as an example of how the new Live Exquisite promise is delivered. She said that the polo game in the afternoon featured a lifestyle event that is a firm tradition with the St Regis brand – and one that is appreciated by St Regis followers and guests – while the charity ball that evening was held in an unexpected botanical paradise setting in The St Regis Singapore’s John Jacob Ballroom.
“It means so much to us when Prince Harry (the guest of honour) remarked in his speech how impressed he was with the theme and the ballroom’s setup. The hotel delivers our positioning of living exquisitely,” she told TTGmice.
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 which calls upon trend setters 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 now counts professional polo player Nachos Figueras and singer-songwriter Jamie Cullum among its ambassadors, will soon be joined by Chinese millionaire and jewellery designer Wan Bao Bao. Wan will also design a unique piece of jewellery that will be retailed in limited quantity at St Regis hotels and online boutique.
More unique guest experiences “created through the lens of the St Regis Connoisseur programme” are in the pipeline, revealed Holladay.
Presently, the St Regis experience includes inviting guests to world-class polo events and Jazz Legends performances at its properties worldwide, and these have proven popular with both leisure and business travellers, according to Yeoh Fay Linn, senior director, brand management & marketing Asia Pacific, Marriott International.
The focus on exquisite experiences will also benefit C-level meetings held at St Regis properties.
“When executives come together for a meeting, they also want a memorable experience. I see opportunities for our properties to help curate unique experiences for meeting groups (and) that is another initiative we are focused on going into the end of 2017 and next year,” said Holladay. “Whether the traveller is here for leisure or business, the Live Exquisite promise should be communicated through all the (hotel’s) touchpoints.”