Luxury Lifestyle Brands

3 Credits · Level: Graduate

A recent report by the Boston Consulting Group (BCG) found that over $1.8 trillion is spent annually on luxury goods and services worldwide, with over $1 trillion going to “luxury experiences” and about half that figure being accounted for by travel and hotels. This course will examine the various facets of luxury and the fundamental values and mindsets that create a demand for it; the ways in which luxury has changed; what global luxury travelers/ consumers are ultimately seeking; and how hotels and other hospitality related organizations are responding in order to lead and succeed in this highly competitive vertical. Students will have access to industry leaders operating within the luxury/ lifestyle sectors either via in-class guest lectures, interviews or off-site experiences and/ or tours. Assignments will include trend research and live polling, case study analyses, role playing and other workshops/ exercises in ideation, market segmentation, brand positioning and marketing.