Embark Beyond advisors take notes from luxury brands: Travel Weekly

CANCUN – What can travel advisors learn from luxury brands like Hermes, Sotheby’s and Sandro?

Apparently, a lot.

Nearly 400 Embark Beyond-affiliated travel advisors, hoteliers and destination representatives joined luxury retailers at the Nizuc Resort & Spa to discuss the latest trends for the ultra-wealthy and to share best practices for building long-term relationships go, of impact.

“Luxury is how someone feels,” said Jack Ezon, one of the founders of Embark Beyond, the host of the event. “These brands speak to customers authentically.”

And in the age of AI, those advisors who speak the language of luxury will thrive.

One way to speak authentically, for example, is to know the customers. Robert Chavez, CEO of Hermes in the Americas, spoke about each store’s ability to make decisions for its unique set of customers—the customer in Beverly Hills wants something different than the one in New York. Store buyers come to Paris to look at the line and buy items with a specific customer in mind.

Chavez also deepened the relationship between the sales staff and the main customers. He advises those doing sales to get as much information as possible about customers’ birthdays and anniversaries, likes and dislikes.

“Be curious about your customers, but also be careful about how much personal information they are willing to share with you,” Chavez said.

He then shared a story about a couple walking into one of the Hermes stores to view the products. They were escorted to a private room, waiting to see the latest collection. Instead, they were greeted with a cake to celebrate their 20th wedding anniversary.

Carolyn Travis, director of strategic marketing at Florida’s posh Bal Harbor Shops, said the “craving” for luxury is real and getting stronger. Truly unique, high-end luxury is driven by scarcity. However, many companies are creating entry-level versions to attract a new, younger audience.

But there is a fine line between staying current on the latest trends and having fun with your identity and past successes, he guaranteed.

At Rimowa, a 125-year-old brand known for durable and stylish luggage, many are thinking about balancing the company’s traditional image and also reaching new customers.

Some of those messages can be around raising the ordinary in the extraordinary, said Dezaray Romanelli, general manager of the company for America.

One of Rimowa’s most successful campaigns elevated the boring and routine experience of getting a passport photo (often in a drugstore with dim lighting) by creating a studio in one of its New York stores.

Guests sat in comfort during the experience and walked away with a photo taken in flattering lighting. It was luxurious, with a great story behind it.

And this was the central message to the councilors gathered in the Mexican sun: Our brands don’t just sell products, they tell a good story. And that can apply to selling holidays, too.

The whole week could be seen as a history book painted by the Embark team.

Guests were emailed a “mood board” weeks in advance, suggesting the appropriate themed attraction for each day and night. There was a Halloween masquerade party with tarot card readings.

The next night featured a white party on the beach followed by a pajama party afterward, with pajamas donated by luxury retailer Frette.

Hermes, Bulgari and Ginori 1735 gave welcome gifts, and Vilebrequin hosted a pool party.

(Friends and spouses following on social media must have wondered how much of a “work” trip it was.)

At the center of the story was Embark Beyond, in the role of the best-connected and coolest group of advisors in the industry. The company’s theme song was sung – the words were printed on the back of the participants’ notebooks – a cue to start the fireworks over the water.

Travel advisors, of course, don’t need to go to extremes to sell a trip. But panelist after panelist stressed two points: really know your customers and build a story about what a specific trip can offer.

“It can be to reconnect with family. Customers can be burned out from work or want to explore somewhere different,” said Anna Nash, commercial director of Aman Resorts. “They got somewhere feeling that something had to be completed.”

That suggests that advisors must understand who the customers are and show them that they are not just another number that helps the bottom line. An often easy way to do this is with a little surprise and delight. Not the same bottle of wine or chocolates that everyone else sends, but a personalized gift that reflects that you really know your customer.

There’s a sales industry phrase for all of this: Clienteling. It’s born out of making ultra-wealthy customers feel special to encourage repeat business. But it should not be limited to top-tier customers. Tips that know their best travelers are able to match trips and products with their style. And it helps the board to build a story around that holiday.

“There are trips that they create for clients that are $300,000. They live at a level of luxury that very few people can afford,” said Joao Donadel, one of Embark’s advisors. “If you don’t have that in your daily life, it can be difficult to understand what they feel, what details are important to them.”

Donadel specializes in travel for members of the LGBTQ+ community and said luxury retailers can teach advisors how to be relevant and stay relevant.

“When you see Rimowa or Hermes, they know what they’re doing. It’s quality,” he said. “People admire what you create.”

And in the end, that the admiration of customers is the goal for sellers and consultants.