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Business Travel

Aligning Luxury Hotels With Active Brands to Attract High-Achieving Guests

Samantha Shankman

Photo Credit: An image from the the 2016 Ironman Triathlon World Championships in Kailua-Kona, Hawaii. Ironman / Donald Miralle

Skift Take

Luxury travel brands are today operating within the transformation economy. Brands must align themselves with experiences that speak to affluent consumers’ desire for a personal evolution.

Luxury travel brands today are operating within the transformation economy. Brands must align themselves with experiences that speak to affluent consumers’ desire for a personal evolution. Shangri-la is opening its newest hotel this month in the Sri Lankan capital of Colombo and will host its first major event — the Ironman 70.3 — in 2018. The brand synchronicity between a luxury hospitality group and one of the toughest sporting events held today are not immediately evident, but a second glance reveals

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