ITB Berlin News #3

I SPECIAL FEATURE I LUXURY ACCOMMODATION & TRAVEL I
Marc Aeberhard
Luxury Hotel & Spa
Management Ltd
ACCOR’S
MONDRIAN
BRAND: KEY
NEW PROPERTY
OPENINGS
Having passed an historic milestone in the past
couple of months – with the opening of their
3,000 th property in Europe, Accor has also added
a new brand in Europe this year – Mondrian.
Luxury travel takes
on a new shine
with ITB
The luxury market last year reported strong
growth: according to a recent survey by
statista, luxury travel currently accounts for
14% of tourism sales worldwide, equivalent to
€750bn this year.
To this end, a new handbook
entitled Basic Information
and Perspectives on
Luxury Tourism - Customer
Behaviour - Paradigm
Shifts - Market Trends -
Best Practices has been
released examining the
phenomenon of luxury
tourism from numerous
perspectives, with a special
focus on the trends that
will dominate the luxury
market in the future, as well
as offering concrete advice
to luxury providers. Its
authors are the publisher
Prof. Roland Conrady,
Head of the ITB Berlin
Convention, David Ruetz,
Head of ITB Berlin and
Marc Aeberhard, Luxury
Hotel & Spa Management Ltd., all of whom are
involved with the ITB Berlin Convention.
In the handbook, numerous experts, including
leading scientists and senior executives, dwell
on topics ranging from developments in the
macro-environment of the tourism market, the
ACCORDING
TO A RECENT
SURVEY BY
STATISTA,
LUXURY TRAVEL
CURRENTLY
ACCOUNTS
FOR 14% OF
TOURISM SALES
WORLDWIDE,
EQUIVALENT
TO €750BN THIS
YEAR.
marketing management of luxury providers,
to mega tourism trends and their relevance
to the luxury market. Leading-edge examples
and case studies of the tourism market round
off this work, which is
a guide for practicians,
senior executives,
employees, tour operators,
students and trainees
in the tourism industry,
for whom it is intended
to serve as a manual for
tourism developments and
strategy concepts. The
luxury tourism handbook
is available in German
from Springer Fachmedien
Wiesbaden and was
scheduled be published
in English to coincide with
ITB Berlin 2020.
With its new Home of
Luxury by ITB - scheduled
for 2020, but now pushed
back to 2021, at the
Marshall Haus of Messe
Berlin, in partnership with
loop and Luxury Hotel & Spa Management
specialists will be provided with an exclusive
platform for this growing travel market for the
first time. As the name suggests, the "New
Home of Luxury Tourism" will be much more
than simply an exhibition area for the luxury
market. Stay tuned!
The new brand arrives with two properties in
France. First, with the Cannes Grand Hotel on
the Croisette and its reopening forecast for 2021.
The hotel will be comprised of 75 guestrooms
distributed on 11 floors, a restaurant and a bar
overlooking on a 4,000 m² private garden,
adjustable meeting rooms and a private beach in
front of the hotel. The private beach opening in
2020 will unveil the Lifestyle positioning of this
new and unique brand on the French Riviera.
Another property will arrive in Bordeaux. The
hotel, built around a 19th century building, will
be comprised of 97 guestrooms each ranging
between 25 and 50m² and spread over three
floors. This ambitious and elegant project will be
launched during a ground-breaking ceremony in
spring 2020 in the presence of all stakeholders
who contributed to this achievement.
For several years, the Accor group has been
accelerating the development of its upscale
brands, a sector in which it has been nurturing a
powerful ambition since the acquisition in 2016 of
the Fairmont, Raffles, and Swissôtel brands
© Christophe Finot
THE CROISETTE IN
CANNES, INCLUDING
THE GRAND HOTEL
- SOON TO BE A
MONDRIAN PROPERTY
ITB BERLIN NEWS • THURSDAY 19 TH MARCH 2020 • 17