Wednesday, September 14, 2011

Selling memories

Meanwhile, at the other end of the scale (NYT):

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.

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