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| Author: | Bernstein, L. |
| Title: | Luxury and the hotel brand: Art, science, or fiction? |
| Journal: | Cornell Hotel and Restaurant Administration Quarterly
1999 : FEB, VOL. 40:1, p. 47-53 |
| Index terms: | Hotel and catering industry Business travel Brands Service management Service marketing |
| Language: | eng |
| Abstract: | In developing the brand essence for its embryonic chain of deluxe properties, Metropolitan Hotels, a Canadian chain, wanted to understand the underpinnings of luxury: what it is, how it is perceived, and what attributes or triggers make luxury work. To answer those questions, the company's managers and the author devised a qualitative study that would explore the underpinnings of luxury at an emotional and experiential level. To this end, they conducted focus groups in Vancouver and Toronto that comprised high-end business travelers in various age groups. |
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