RAFFLES HOTEL: HOW DOES OLD WORLD CHARM APPEAL TO MILLENNIALS?

It was a nostalgic experience at the newly refurbished Raffles Hotel over the weekend, where I attended the wedding of my good friend's daughter. The old world charm that I once knew before returned to me with memories of my numerous visits to the Grand Madame years back.

Joseph Conrad once lived there, the archives say. Yes, that famous author, as with many celebrities. But I wonder, how do Millennials appreciate the old world charm in this new digital whirl?

Sure, some may say it's a different target audience. But the Raffles Hotel management has advocated a multi-generational traveller and is all set to target the younger generation.

How does this hotel, voted as the best city hotel in Singapore in 2018, aim to do it?

1) Inventing Stories of Legacy

Take the wedding I attended as an example. My good friend married there 32 years ago, and now her daughter had chosen to marry at the Raffles too. My friend could have shared her passion and love for the hotel with the lovely memories of the past. And her daughter must have captured the story in her heart and treasured the desire to marry at the hotel.

Old world charm can be passed on to the new world.

2) Instagrammable Nostalgic Moments

What caught my eye at Raffles was the beautiful architecture and the many instagrammable pictures of grandeur and nostalgia blended. Many guests were there just to take photos of the luxurious columns and chandeliers, and also the nostalgic fountain at the courtyard. The palm trees were icons of the Raffles Hotel and they sprawl round the hotel for a pretty photo.

The experience of Instagram-worthy photos meant that the beauty and brand of the hotel could be spread to Millennials.

3) Branding, Branding, Branding

The age old call for Branding cannot be forgotten. Raffles Hotel has a history of 132 years, and stands as an established brand in Singapore. With its opening after a refurbishment on 1 August 2019, were they concerned that their branding would be affected? Not at all.

Apart from their efforts in publicity which includes a well-produced documentary on the local news station which is aired in most Asian hotels, it remains a fact that a well-established brand name does not need to sell much. Luxury sells by itself.

In addition, research shows that a well-established brand name outperforms those unaffiliated. So Raffles was confident that their brand name would sell. They just needed to ensure the guest experience would be cherished and passed on.

In summary, for Raffles Hotel to continue to be multi-generational and encourage more Millennials to appreciate its brand, it will do well to remember the fundamentals of marketing:

Invent Stories, Embrace Social Media and Forget Not Branding.

#sandratan #hospitality #raffleshotel #oldworldcharm #millennials #digitalmarketing

Sandra Tan is a Digital Marketing Enabler and focuses her training and coaching on communications and marketing for the hospitality and tourism sectors. She is an avid traveller and trekker and loves the experience in every country she goes to. In her past time, she loves classical singing and supports the Very Special Arts Singapore.

Connect with Sandra Tan. linkedin.com/in/sandratan-esteem [email protected]

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