Positive Week Day Three: Luxury Hospitality
Day 3 of Positive Week focused on the world of luxury hospitality and how the luxury hospitality industry is driving social and environmental change and communicating this through their marketing strategy. On the panel was Owner and Managing Director of Grange Hotels, Tony Matharu, Owner and Creative Director of Song Saa, Melita Hunter, and Lisa Yearwood Head of Marketing for Drake & Morgan Group, the panel was moderated by Sunday Times journlalist Stephen Armstrong.
The panel began by introducing how each of their respective businesses are pioneering positive impact and creating an immersive customer experience that allows the consumer to not only feel confident in their service but inspired by what each of these companies are achieving. Tony Matharu of Grange Hotels explained how being an independent hotel chain has allowed them to focus on positive impact in a way that benefits society and the environment as well as the bottom line; “It is not enough to simply meet legislative or other statutory obligations; for forward thinking organisations it is about going above and beyond – demonstrating that becoming more sustainable is not only appropriate today but also highly efficient.”
The lovely Melita Hunter, owner of Song Saa Private Island went on to explain how she came to own Song Saa and how positive impact was something that was part of the brand’s DNA from the start, with the foundation helping to distribute medicine and education supplies throughout the surrounding islands and to help clean up the environment; “We have created a brand that allows our luxury clients to support the community local to Song Saa and a business model that we seriously believe can be emulated and allow luxury tourism to have a positive impact on its surrounding community.” Melita was careful to emphasize that no client visiting Song Saa is pressured into helping on any of their projects but many become interested and want to get involved and end up taking a piece of that away with them.
Finally Lisa Yearwood Head of Marketing for Drake & Morgan explained how, in the case of Drake & Morgan, no one goes out looking for a sustainable bar or restaurant to stop and have drinks in but from the moment they walk into a Drake and Morgan restaurant to the moment they leave everything is geard towards giving them a luxury experience that also has a positive impact, from seasonal menus to supporting causes such as Breast Cancer awareness and Kids Company. Drake & Morgan are also one of the launch partners for the Trust Button and Lisa explained why this has been so valuable to their marketing activities; “Keeping our messages consistent across all our digital platforms can be challenging and the Trust Button is a brilliant way for us to communicate our positive ethos through one core narrative across a multitude of channels.”
We were delighted with the success of day three of Positive Week, which was a great way to share stories from within the industry and to look to improving business models for the future. Positive Week is sponsored by Mishcon de Reya and House of St. Barnabas.