Month: December 2024

The December holiday season offers luxury brands a prime opportunity to captivate their audience, increase brand visibility, and drive sales. This time of year is synonymous with indulgence, gift-giving, and creating memorable experiences—values that align perfectly with the ethos of luxury. Here’s how brands can make the most of the festive period to connect with their clientele and achieve marketing success.

Create a Sense of Exclusivity

The allure of exclusivity is central to luxury branding. Use the holiday period to launch limited-edition products, exclusive experiences, or bespoke services. Highlight these offerings as available for a short time or in limited quantities to evoke a sense of urgency and desire. Personalized packaging, holiday-specific designs, or co-branded collaborations can add an extra layer of uniqueness, enhancing their appeal as the perfect holiday gift.

Elevate Storytelling Through Festive Campaigns

The holidays evoke strong emotions, making it an ideal time to tell compelling stories. Develop campaigns that blend your brand’s narrative with the season’s themes—family, gratitude, and celebration. High-quality visuals, cinematic advertisements, and heartwarming messages can create a lasting impression. Consider engaging with digital platforms like Instagram or TikTok to share these stories through reels, interactive polls, or behind-the-scenes content showcasing craftsmanship and attention to detail.

Focus on Experiential Marketing

Luxury customers seek more than products; they desire experiences. Host exclusive holiday events such as private shopping evenings, cocktail parties, or luxury workshops tailored to your clientele. For brands with physical stores, transform your space with exquisite holiday décor to create an immersive environment. Alternatively, virtual events, such as a live-streamed champagne tasting or an online styling session, can help reach a broader audience while maintaining exclusivity.

Leverage Social Proof Through Influencer Collaborations

Collaborating with influencers and tastemakers is a powerful way to amplify your message during the holiday season. Partner with individuals who embody your brand’s values to showcase your products as must-have gifts. Encourage influencers to share their own holiday rituals with your brand woven into the narrative. Authentic endorsements can build trust and inspire their followers to engage with your offerings.

Enhance the Digital Shopping Experience

E-commerce becomes especially critical during the holiday season, with many customers looking for convenience. Invest in a seamless online shopping experience by offering curated gift guides, virtual concierge services, and expedited shipping options. Augmented reality (AR) features, like virtual try-ons or 3D product previews, can elevate the experience, allowing customers to explore products in an engaging and interactive way.

Give Back Through Charitable Initiatives

Many customers gravitate toward brands that give back during the holiday season. Launch a charitable campaign aligned with your brand values, such as donating a portion of the proceeds to a meaningful cause. This not only reinforces your brand’s social responsibility but also resonates with customers who value making a positive impact.

Utilize Data for Personalization

The holiday season is an excellent time to use customer data to deliver personalized experiences. Tailor email campaigns with personalized product recommendations based on past purchases. Use retargeting ads to remind customers of items they’ve browsed, and incorporate festive messaging to re-engage their interest.

Capture the Post-Holiday Audience

While the season culminates in December, the impact of a strategic campaign can extend into the new year. Promote exclusive after-holiday sales or experiences to retain customer engagement and loyalty. Use the insights gathered during the holiday period to refine future campaigns and strengthen customer relationships.

By integrating creativity, emotion, and innovation, luxury brands can turn the holiday season into an extraordinary opportunity to connect with their audience. The key is to focus on creating unique, memorable moments that align with the aspirations and desires of your clientele—ensuring your brand stands out as the ultimate choice for holiday indulgence.

Explore more news and insights from WLCC: https://worldluxurychamber.com/category/wlcc-news-updates/

In the world of luxury hospitality, David Kianni personifies excellence. Recognized among the Top 100 Hotel General Managers of the World for 2024, his journey from aspiring doctor to leading one of Panama’s most iconic hotels is as inspiring as it is impressive. As General Manager of the Sofitel Legend Casco Viejo Panama City, Mr. Kianni has redefined luxury experiences in the region, making his leadership and vision a key point of interest for luxury industry professionals and high-net-worth individuals alike. 

Leading this discussion is Alexander Chetchikov, President of the World Luxury Chamber of Commerce, a global expert in luxury excellence. With more than 16 years of experience in identifying and promoting the world’s top luxury brands through the esteemed Luxury Lifestyle Awards, Chetchikov offers a profound knowledge of the luxury sector and its constant evolution. 

In this exclusive interview, we delve into the mind of Mr. Kianni, exploring his unique career path, his views on the evolving landscape of luxury hospitality, and his thoughts on creating unforgettable client experiences. 

Alexander Chetchikov: Your journey to becoming a top-tier general manager, recognized as among the TOP 100 Hotel General Managers of the World in luxury hospitality is fascinating, especially considering your initial goal of becoming a doctor. Could you share with us how this transition from medicine to hospitality came about, and how your early experiences shaped your leadership style? 

David Kianni: My passion has always been centered around caring for people. Initially, I aspired to become a doctor and hospital administrator, which led me to pursue a BS in Biology. However, personal experiences, including witnessing a loved one spend an extended period in the hospital, shifted my focus. While I ultimately moved away from a career in medicine and hospital management, I found a new path to channel my dedication to people—through the world of hotels and hospitality. This shift allowed me to nurture my passion for care and connection in a different but equally meaningful environment. 

AC: Sofitel Legend Casco Viejo is known for blending historic elegance with modern luxury. What do you believe is the secret to balancing tradition with innovation in a luxury hotel, and how do you ensure this balance is reflected in the guest experience? 

DK: Prior to the hotel opening, in collaboration with the corporate Marketing team, we developed a concept called “The Cultural Link.” This initiative established a connection between the brand, the hotel, the destination, and its history, forming the foundation of the hotel’s identity and narrative. 

“The Cultural Link” has been instrumental in ensuring the hotel embodies both the local culture and the unique Sofitel Legend brand attributes, including the French art de vivre. It has also guided our operational strategy, bringing purpose and cohesion to touchpoints throughout the guest journey while serving as a central storytelling tool. 

AC:  The luxury hospitality sector is constantly evolving to meet the demands of discerning travelers. What key trends do you foresee shaping the future of luxury hotels, and how is Sofitel Legend Casco Viejo positioning itself to stay ahead of the curve? 

DK: Adaptability to culture and cultural changes, including Diversity, Equity, and Inclusion (DE&I), as well as a strong emphasis on Corporate Social Responsibility (CSR) and Environmental, Social, and Governance (ESG) principles, has become a crucial expectation among discerning travelers. My team and I are deeply committed to fostering DE&I within our operations. For example, I am proud to share that more than 40% of our hotel leadership positions are held by women. 

In terms of CSR and ESG, we are the only luxury hotel in Panama to hold the prestigious Green Key Certification, a testament to our unwavering commitment to sustainability. Additionally, we are actively engaged in social and community outreach, including a mentorship program for the local indigenous community, reflecting our dedication to meaningful impact. 

Wellness and well-being have also emerged as key priorities for luxury travelers, evolving far beyond traditional spa treatments. We recognize this shift and provide holistic wellness solutions that extend to every aspect of the guest experience. For example, our “Art of Sleep” initiative focuses on elements such as the perfect bed, carefully controlled lighting, soothing background music, and more to ensure restorative rest. Furthermore, we cater to wellness trends by offering balanced nutrition, soul-healing activities, and personalized well-being experiences tailored to our guests’ preferences. 

AC: Personalization is increasingly important for high-net-worth individuals when selecting luxury accommodations. Could you elaborate on how you and your team personalized experiences that resonate deeply with your guests and elevate their stay beyond their expectations

DK: We take great pride in our service culture, known as “Cousu Main,” which means “tailor-made” in French. Through this approach, our hotel ambassadors—our colleagues—subtly observe each guest by seeing, hearing, and learning about them to understand their preferences, wishes, and special moments. 

As our ambassadors gain deeper insights into each guest, opportunities to craft unique moments are uncovered, paving the way for unforgettable experiences, personalized touches, and cherished memories. 

AC: In your experience, what defines true luxury in hospitality today, and how has the definition of luxury changed over the past decade in the eyes of affluent travelers?

DK: Globalization, the rise of the internet and social media, and the rapid shift in generational mindsets are reshaping the concept of luxury, giving it a broader, more multidimensional perspective. Traditionally associated with quality, comfort, and elegance, luxury today is increasingly centered around experiences—especially those that foster learning, self-expression, and a sense of purpose beyond exclusivity and indulgence. 

Modern luxury is now defined by personalization and care, offering guests an immersive journey that explores the stories, traditions, and essence of a destination. 

AC: Sustainability is becoming an integral part of the luxury experience. How does Sofitel Legend Casco Viejo incorporate eco-conscious practices without compromising the sense of indulgence and pure luxury that your guests expect?

DK: I do not believe that by incorporating eco-conscious practices one risks compromising the sense of indulgence and pure luxury.  For example, we have eradicated single-use plastics in every aspect of our operation, replacing them with premium quality eco-friendly alternatives, which are readily available.  

Our culinary philosophy also prioritizes sustainability. One notable example is our Food Waste Management initiative, through which we decided to offer our guests a plated breakfast instead of a buffet. As a result, we have not only improved the quality of our breakfast offerings but also reduced food waste by 25%. 

In addition, our culinary team is dedicated to sourcing ingredients locally, supporting regional farmers and producers to ensure that only the freshest, most sustainable ingredients are used in our kitchens. This practice enhances the dining experience, bolsters the local economy, and reduces our carbon footprint. 

AC: The luxury industry thrives on innovation. Could you share some of the most innovative practices or technologies you’ve introduced at Sofitel Legend Casco Viejo that have enhanced the guest experience or optimized hotel operations?

DK: Technology has revolutionized the hospitality industry, mainly in improving operational efficiency and guest experiences. We have been taking advantage of these innovations from Mobile check-ins to online booking platforms, to contactless services, allowing for seamless guest interactions and reducing the need for physical touchpoints. 

AC: Leadership in the luxury sector requires a unique skill set. What qualities do you believe are most important for leading a successful team in luxury hospitality, and how do you inspire your staff to deliver world-class service consistently?

DK: GMs are known to be the ultimate ambassadors, representing the hotel and its brand. They serve as gracious hosts, curating unforgettable experiences for guests, and as entrepreneurs, creating opportunities that ensure the long-term success of the hotel. Leadership today is more focused than ever on a passion for people and the industry, a dedication to excellence, an unwavering commitment to guest satisfaction, and a strong emphasis on sustainability and CSR consciousness. 

I inspire my team by setting clear, high expectations, emphasizing effort, and articulating key objectives in a straightforward manner. I encourage intelligence, rational thinking, and thoughtful problem-solving. I also recognize achievements and reward strong performance, while providing personalized attention to each employee, treating them as individuals through coaching and guidance. By embodying authenticity, elegance, and a passion for excellence, I aim to set the tone for a culture of superior service and professional fulfillment. 

Of course, as we strive to improve our KPI results

AC: Finally, looking ahead, what are your long-term visions for Sofitel Legend Casco Viejo, and what legacy do you hope to leave in the global luxury hospitality landscape?

DK: In Paris and Panama City landmark historic centers, there is a fruitful dialogue between history and vibrant contemporary life. My role as the General manager of the Sofitel Legend Casco Viejo has been one of the greatest honors and achievements of my hospitality career.  I have been the leader in charge of the restoration of this historical and patrimonial building, converting it to the 6th Sofitel Legend hotel in the world, where the best of the past and the present meet.  A hotel in which a one-of-a-kind epicurean and cultured experience surprises you by being simple yet sophisticated, glorious yet soothing, emotional yet intellectual.  

The success of this hotel since its recent opening and the recognition that it has received from numerous accolades and awards has positioned the hotel on the global luxury hospitality landscape and has earned it the title as the best hotel in Panama. My long-term vision for this hotel is to ensure its continued success while solidifying its position as the market leader in Panama and one of the best hotels in the world. 

In conclusion, David Kianni’s astonishing journey from aspiring physician to one of the world’s top hotel general managers reflects his passion, resilience, and visionary leadership. Through his innovative approach at Sofitel Legend Casco Viejo Panama City, he continues to redefine luxury hospitality, creating unforgettable experiences that blend tradition with modern sophistication. As he looks toward the future, his dedication to excellence and sustainability ensures that both his legacy and the hotel’s reputation will remain at the forefront of the luxury industry for years to come. Visit https://www.sofitel-legend-panama.com/ to find out more.  

Untold Japan is more than just a luxury travel company – it’s a bridge between Japan’s timeless traditions and the discerning modern traveler. At its helm is Joshua Lassman-Watts, whose mission goes beyond curating bespoke travel experiences. Untold Japan partners with local artisans, breathes life into forgotten communities, and champions sustainability in every journey.  

In this exclusive interview conducted by Alexander Chetchikov, President of the World Luxury Chamber of Commerce, Joshua takes us behind the scenes of Untold Japan. He reveals its unique approach to blending luxury, authenticity, and purpose while showcasing what makes it a top choice for travelers from the USA and UK seeking unparalleled, money-can’t-buy experiences. 

Alexander Chetchikov: Untold Japan has earned a stellar reputation for its distinctive approach to luxury travel and was named Best Luxury Tour Operator in Tokyo, Japan. Could you share the story behind how the company originated? 

Joshua Lassman-Watts: In November 2022, after losing my third job due to the pandemic, I sat down with Christian, our COO. Christian, an experienced tour guide in Japan for over ten years, shared my belief that Japan would likely reopen once the pandemic settled. With that in mind, we aimed to create something in time for the reopening. 

Over the next four months, we dedicated ourselves entirely to building Untold Japan, working seven days a week, almost around the clock, to develop a website and a detailed plan. Our vision wasn’t just to start a luxury tour company but to share our passion for this incredible country. 

I’ve lived in Japan for 16 years, and Christian has been here for over a decade. Our goal was never to simply guide people along the standard golden route. That’s where the name Untold Japan came from. Over the years, I’ve had the privilege of experiencing so much and meeting incredible people who have introduced me to unique and lesser-known sides of Japan. We wanted to give something back to the country that has become our home. 

Two years later, our team has grown to 21 people, and we’re continuously building on our success. 

We chose to focus on the luxury side of travel because many parts of Japan are best suited for smaller groups. Large tour groups often miss out on the intimate and meaningful experiences that make Japan so special. By focusing on luxury travel, we’re able to connect people with these authentic opportunities while maintaining the quality and personal touch they deserve. 

AC: How do you personally define a true luxury travel experience, and what sets it apart in today’s market? 

JLW: My idea of luxury in Japan differs from what many might traditionally imagine. It’s not just about five-star resorts and fine dining. For me, luxury is about opening doors—providing access to places and experiences that are typically out of reach. This concept is even reflected in our company logo, inspired by Japanese sliding doors. 

Through our work and the relationships we’ve cultivated, we’ve been able to open these metaphorical doors, curating exclusive experiences for our guests. The essence of what we offer is access—connecting people with unique and meaningful opportunities they couldn’t experience on their own. 

At the same time, we ensure every aspect of their journey meets the highest standards. From the hotels they stay in to the places they explore and the local dining experiences they enjoy, every detail is meticulously crafted to align with the quality our guests expect and deserve. 

AC: Your work with local artisans and community rebuilding is inspiring. Can you share an example of a project Untold Japan has supported and how it has impacted the community? 

JLW: We’re involved in several projects aimed at positively impacting local communities. One of these is our Untold Hotels initiative, which focuses on community revitalization. Many regional areas in Japan are working hard to preserve traditions while rebuilding their communities, and our partnerships play a role in supporting this mission. 

For instance, in Mie Prefecture, pearl farming is a centuries-old tradition that is slowly disappearing due to the challenges the community faces in sustaining it. By collaborating with local communities, we provide our guests with the opportunity to visit places like this instead of the typical tourist destinations. 

This not only offers our guests a unique chance to witness these traditions firsthand but also allows them to gain a deeper appreciation of the efforts these communities are making to preserve their heritage. Through these experiences, we aim to create meaningful connections and support the preservation of Japan’s rich cultural legacy. 

AC: For travelers from the USA and UK, what sets Untold Japan apart from other luxury travel providers? Can you give us a glimpse into the exclusive experiences they can enjoy? 

JLW: The essence of our exclusivity lies in opening doors that are typically inaccessible. In Japan, it’s not just about how much money you have—it’s about the relationships you build and the trust you earn through meaningful connections. 

Take, for example, a dinner with geisha. While many platforms offer this kind of experience at various price points, the geisha house we collaborate with is the oldest in Japan—and they work exclusively with us. This relationship exists because I was introduced to them through a highly respected client of the house, someone I met through a mutual friend. 

Building that trust took time and genuine effort. No matter how much money someone has, without the right relationships, these opportunities remain out of reach. Thanks to the connections we’ve nurtured, we can arrange access to places and experiences that would otherwise be impossible to enjoy. 

Another example is our work with artisans and local craftsmen, which ties into our commitment to community building and revitalization. In the mountains near Matsumoto, we collaborate with a highly skilled woodworker whose talent is nearly impossible to discover independently. I learned about him through a trusted contact and spent time at his remote workshop, which is nestled an hour and a half into the mountains. Now, we can bring our clients there to meet him, see his craft, and gain insights into his world—an experience no standard itinerary could replicate. 

This level of bespoke experience is something most travel agencies simply can’t offer. At Untold Japan, we go beyond the usual itineraries to create truly unique and personal journeys that our clients won’t find anywhere else. 

AC: Sustainability is a key aspect of your mission. How do you balance providing luxury experiences with ensuring environmental and cultural preservation? 

JLW: Through our Untold Hotel project, we’re deeply committed to sustainability, ensuring that every element of the experience is 100% eco-friendly. Japan continues to face challenges with plastic bottles and excessive packaging—issues that require action at the government level. 

At Untold Japan, we focus on what we can directly influence: moving away from overcrowded tourist areas and fostering connections with local craftsmen. For us, sustainability begins with supporting these local communities. 

We introduce our guests to unique places where their visit contributes to preserving traditions and supporting small businesses. At the same time, we encourage our clients to minimize waste during their travels. 

Our goal is to provide a balanced mix of experiences. One day, guests might enjoy high-end, Michelin-star dining, and the next, they could visit a local eatery that serves well-sourced, locally prepared meals. This approach not only enriches the travel experience but also ensures that we’re contributing positively to the environment and the cultural fabric of the communities we visit. 

AC: Artisanal craftsmanship is deeply rooted in Japanese culture. How does Untold Japan incorporate this into the travel experiences you offer, and why is it important to you? 

JLW: Our studio plays a vital role in our work, serving as a space where we collaborate with a wide range of local artisans. From pottery and glassware to woodwork and leatherwork, the sheer number of skilled craftsmen across Japan is truly extraordinary. 

For instance, I recently had the honor of meeting a ninth-generation puppet master, the last person currently creating puppets using this traditional method. Engaging with these craftsmen is about more than just observing their work—it’s about preserving their craft and legacy. 

Although he is the last of his generation, he has an apprentice. By sharing his art with a broader audience, we hope to help him inspire and train more apprentices, ensuring that this centuries-old tradition does not vanish in the face of modern technology. 

For me, it’s about striking a balance between showcasing these remarkable artisans and their work while actively contributing to its preservation. It also raises an important question: In 100 years, will there still be a 15th-generation puppet master carrying on this tradition? 

AC: At the World Luxury Chamber of Commerce, we’ve observed that Japan is an incredibly popular destination among discerning travelers from the USA and UK. Why do you think Japan captivates these travelers so profoundly, and how do you tailor your offerings to meet the tastes and expectations of clients from these regions? 

JLW: Every tour we create is entirely unique. The key to our approach lies in the time we spend with our clients, engaging in thoughtful, back-and-forth communication to ensure that each itinerary is specifically designed to meet their tastes and expectations. 

Our team of guides and travel experts consists of both expats and Japanese citizens who have lived in Japan for at least five years, immersing themselves deeply in its culture, history, and diverse regions. Their collective expertise allows us to craft experiences that are both authentic and exceptional. 

We also prioritize collaboration within our team. Regular research meetings give us the opportunity to exchange ideas, explore new possibilities, and continually enhance the experiences we offer. 

This tailor-made approach requires a great deal of effort, but it ensures that every journey we design meets the highest standards of quality and provides an unforgettable experience for our clients. 

AC: What’s next for Untold Japan? Are there any exciting new initiatives or partnerships that your global audience should know about? 

JLW: We’re continually working on expanding our hotel division, which is a significant project for both me and the team. A major focus of this effort is building strong relationships with local communities across Japan. We have several projects in the pipeline and are always seeking innovative ways to grow and expand our reach. 

Interestingly, we’ve done zero PR within Japan to date. Despite this, in the past few months, several Japanese agencies and companies have approached us with partnership opportunities. For instance, we’ve received inquiries from Japan Heritage, Suntory, and the Asakusa Association of Corporations. These collaborations aim to promote and bring more travelers to the lesser-known regions of the country, showcasing their unique charm and heritage. 

As Joshua Lassman-Watts has shared, Untold Japan is redefining the essence of luxury travel by seamlessly blending exclusivity with purpose. The company offers travelers from around the globe unparalleled access to Japan’s hidden wonders. Through a steadfast commitment to sustainability, support for local artisans, and the creation of bespoke experiences that transcend the ordinary, Untold Japan invites discerning travelers to not only explore but also form a deeper connection with the very heart of Japan. 

Thank you, Joshua, for taking the time to share your inspiring journey and vision with us. We wish Untold Japan continued success in crafting unforgettable experiences and making a meaningful impact on the world of luxury travel. 

To learn more, visit https://www.untold-japan.travel/