SINCE the financial crisis began, millions of wealthy consumers have decided to play down the joy of accumulating things in favor of the pleasure of accumulating experiences. As a result, purveyors of premium-priced products and services are embracing the notion that they provide customers with moments to remember rather than with more stuff that needs dusting (by the help, most likely).
A case in point is the Ritz-Carlton Hotel Company division of Marriott International, which is expressing that sentiment as the theme of a campaign scheduled to begin on Thursday: “Let us stay with you.”
The switch, replacing the usual hotel-chain request to “Please stay with us,” is intended to convey that the memories of a visit to a Ritz-Carlton luxury property will last longer than another fluffy bathrobe.
The nature of demand is shifting.