Ritz-Carlton Boston Common Update
The demographics for Ritz-Carlton Hotels, according to CMO Chris Gabaldon, are "multigenerational, multinational and multicultural," and clearly affluent people make up the majority of guests (Palmer, 2011). The Ritz-Carlton 90+ properties do business in 17 languages; of course the Boston Common property is prepared for more than English-speaking guests by having Spanish and French-speaking staff on hand. The average guest at a Ritz-Carlton is 47 years of age, and when Ritz-Carlton coaxes a guest to become "actively engaged" that guest spends 23% more than another guest only "moderately engaged"; hence, Ritz-Carlton's sought-after demographics are for those who are most likely to become actively engaged with the hotel's offerings (workouts, tours, dining). Ritz-Carlton Boston Common, like other Ritz-Carlton hotels, is targeting teenagers, offering special healthy meal menus, massages and fun scavenger hunts because if teens are happy, their parents will be happy, and will return.
Psychographics for the Boston property: guests choose this hotel because their tastes vis-a-vis the hotel's proximity to U.S. history; the "Freedom Trail" is within walking distance. Also, nearby are cultural experiences including museums, art galleries, the ballet and iconic educational institutions like Harvard University. Within a few minutes' drive is Fenway Park, an iconic baseball park, and walking on cobblestone streets to famed shopping areas is another psychographic aspect that draws guests to the Ritz-Carlton Boston Common.
Collaborators: Recently the Ritz-Carlton launched its Ritz-Carlton Rewards (RCR); as part of the rewards program the hotel has collaborated with a "renowned National Geographic photographer"; another experience offered through the RCR is a complimentary membership to Abercrombie & Kent's luxury travel group (Palmer, p. 2). There is now a Ritz-Carlton Credit Card, courtesy of a collaboration with JP Morgan Chase & Co.
Context: Boston is nationally and universally known for the Boston Marathon, the Red Sox, the NHL Bruins and the NBA Celtics; so in addition to the history-related points of interest, and the rich cultural heritage of Boston, sports is within the context of this famous city.
Works Cited
Palmer, Alex. "Ritz-Carlton CMO reinvents luxury." Direct Marketing. Retrieved February
11, 2016, from http://www.dmnews.com. 2015
Ritz-Carlton, Boston Common. "Area & Activities: Attractions." Retrieved February 11,
2016, from http://www.ritzcarlton.com.
Training. "Puttin' on the Ritz; Ritz-Carlton Hotel Company checks in at No. 1 in the Training
Top 125." Retrieved February 11, 2016, from http://www.training.com. 2014
