want your luxury hotel rooms to be occupied? Contribute to Tourism

Recently i received a strange brief sheet from my servicing head
We handle chain of hotel client in tamilnadu.
the brief is really clear.

" at Pondicherry and Madurai Hotel Restaurant is doing good, but room booking and customers staying is not happening. if we don't see any result soon we need to think of changing the advertising agency"

I got zapped what a brilliant brief.

Ok lets analyze the facts
Pondicherry:

a weekend getaway for chennaites.
Union Territory of India so you get booze at the cheapest rate
so most of them go there for mini breaks and drink
if at all a customer comes he is not staying more than a day.
One night - Two days is the best option for Pondy.

Madurai:

Considered as Cultural Capital of tamilnadu
but if you go around Meenakshi Temple in one day
there is nothing else great about this city except the people.
Its considered one of the stinking cities of india.

So we thought
if the Hotel Client is still gonna talk about the rooms, service, Atmosphere, Restaurant and all that marketing gimmicks in the press ad campaign....no one is gonna stay.

because he gets the same facilities for a cheaper rate from a local competitor.
if at all, the customer stays....he needs to be zapped by the local Tourist spot knowledge. History about the place that is provided by our client.

Press advertisement should promote tourism, tourist spots, historical monuments, waterfalls, Backwaters, Galleries, Forts and every corner of the city that gives a surprise to the consumer

FROM client's Perspective the press ad will look like a Tamilnadu Tourism ad, let it be....

but When people think of Tamilnadu Tourism, They will remember you....

Give them Travel Experience and Places that the consumer wants to see and explore.

Give them not only Your Valuable Service.....Atmosphere.....Facility............
Give them Surprises....

Remember Clients.?!

Only Surprise can make them stay....

Luxury Brand Vs Premium Brand

Seth Godin is one of my favorite authors on marketing
but his explanation about Brands that appeared recently on his blog
made me to think. hope you will also like it.

Luxury goods are needlessly expensive. By needlessly, I mean that the price is not related to performance. The price is related to scarcity, brand and storytelling. Luxury goods are organized waste. They say, "I can afford to spend money without regard for intrinsic value."

That doesn't mean they are senseless expenditures. Sending a signal is valuable if that signal is important to you.

Premium goods, on the other hand, are expensive variants of commodity goods. Pay more, get more. Figure skates made from kangaroo hide, for example, are premium. The spectators don't know what they're made out of, but some skaters believe they get better performance. They're happy to pay more because they believe they get more.

A $20,000 gown is not a premium product. It's not better made, it won't hold up longer, it's not waterproof or foldable. It's just artificially scarce. A custom-made suit, on the other hand, might be worth the money, especially if you're Wilt Chamberlain.

Plenty of brands are in trouble right now because they're not sure which one they represent.

HIGH END BIKES IN INDIA

can you imagine a bicycles costs more than a nano? 

a bicycle that is 4 times of an average indian salary per year? 

but there are potential buyers for it? and you got EMI options also 

Cannon Dale, Bianchi, Firefox are some of the examples for it 

somebody has predicted the market size " 7000 bikes per year" 

and growing rate 25% 

targeted at fashion freaks, Fitness Freaks, celebrities, Executives, women 

these bikes are gonna be the next fashion statement of india, and a style fitness mantra. 

i know friends who brought cycles worth Rs.15000

but lets looks at average consumer and the sale brands like Hercules, Atlas, Hercules MTB, Hero Ranger, Ladybirds, which costs you exactly between Rs.1500 to Rs.5000

Citi roads of india still dont have seperate lane for bicyclers...

imagine how could a guy be happy parking his 2 lakh cycle in a shopping complex and that weighs 3 kgs ( easy steal) and do his shopping in india,,,,, no chance.

anyway lets wait and see how market changes.....