New marketing initiatives

GHO is taking a turn from traditional consumer marketing in order to embrace a wider travel audience. The 2008 marketing plan is set to target consumer print publications as well as branch out into other media channels.

In the pages of a magazine…
In response to your requests for more print advertising, we have widened our scope of consumer advertorials to include such publications as the Vanity Fair 2008 travel supplement where we will feature 14 of our hotels in a five-page spread. A truly exciting opportunity, this advertorial will be out at the newsstands in March. Vanity Fair is known for its inspirational cutting-edge travel, and what could be more enticing than our hotels?!

Our next opportunity is a repeat of last year’s success, a double-page advertorial spread in Condé Nast Traveller’s ‘Hot List’ issue to feature in May. Promotional spots in niche consumer magazines, such as Golf Monthly and Spa World Magazine are also being negotiated. This is perfect for targeting a specific audience, so watch this space.

See you on CNN
We are initialising a TV commercial campaign on CNN, which broadcasts 24 hours a day in 212 countries to 280 million households and hotel rooms worldwide. This will target both our corporate and consumer audiences. We are currently in the early stages of negotiation but are working towards a room-night barter deal, which will provide a more affordable way for our member hotels to participate.

People make a difference
Hospitality advertising has traditionally been focused on the architectural features, views and amenities of hotels. We feel that the time now has come to shift this attention towards what visitors appreciate the most during their stay - outstanding service.

We believe that behind every Great Hotel there are great people. They work incredibly hard to ensure that the visitors’ desires and wishes are met at all times. In choosing to portray staff in our promotions, we want to emphasize the incredible hotel experience skilled and attentive staff can provide. Using variations on our principal GHOTW motto ‘Because The World Revolves Around You’, our aim is to convince luxury travellers of the world that the most amazing times of their next trip will be found in your hotell.

Our glamorous, new directories!
The Great Hotels and Special Hotels leisure directories will launch with an exciting new design at ITB Berlin (5-9 March, 2008). The new look is very consumer-friendly, catering to the luxury traveller. Lush and stylish, these collectable coffee-table book directories are a delight to browse, featuring amazing photography and a wealth of information for the reader. To read our new directories is to partake in a genuine travel experience!