Beverly Hills Tourism and the Challenge of Refreshing a Mature Luxury Travel Brand
Photo Credit: Avalon Hotel Beverly Hills. Avalon Hotels
Skift Take
Beverly Hills is sidestepping traditional media marketing with a thought leadership trend piece on the future of luxury, which helps position both the destination and the bureau as fresh and forward-thinking.
When a tourism bureau produces its own thought leadership around a theme aligned with the city’s value proposition, it accomplishes a number of things.
One, the intelligence is a marketing piece in itself, promoting both the destination and the DMO’s leadership in a fresh way with actionable takeaways.
Two, it engages the local destination partners in an elevated discussion around important travel trends and consumer behavior.
Three, its educates local government and business stakeholders, who can often use the research for their own purposes, which further supports the bureau’s case for funding.
This week, the Beverly Hills Conference & Visitors Bureau launched "The Future of Luxury" trend report. The overarching goal is to show how Beverly Hills is an iconic luxury travel brand that’s attuned and evolving with next generation luxury travel trends.
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