‘Luxury’ has become a taboo word.

That’s the easy way out.

Luxury is very different to Premium and, like it or not, there will always be a demand for luxury.

Luxury has a place and we all aspire to it.

Isadore Sharpe is the founder of Four Seasons Hotels. He gets luxury.

In a recent interview with Business Travel News this is what he said;

“What some people are trying to do is gild the lily, go over the top and do things that aren’t practical to travel. We’ve always tried to build what was necessary that embodied everything the traveler today has come to appreciate. Spas are becoming a normal part of hotels. We were the first to do one in the beginning of the ’80s, and it was a very special thing. We’ve never looked at luxury through the architecture and décor. We’ve always looked at true luxury as service, and the more we can continue to refine and add to that element, that is where luxury is going. Architecture will never keep you ahead of the game, because there’s always a new one being built”.

Two years ago someone we work with got one application for a senior position.

The applicant should not have applied, it was way way above their range.

Two years on and two thousand CV’s for a minor post.

How the world has changed.

The interviews were dreary and many desperate.

The credentials suspect and the creativity incredible.

They were editing – big time.

The interviews distilled to the final four.

More editing, more distilling.

Then there were two.

One was chosen.

The successful applicant asked a good question;

“Why did I get the job?”

New Boss replied;

“You did not edit your CV.

“You did not edit who you are”

Marketing has a lot to answer for. Marketing is all about messages but sometimes the message can result in us being led rather than following naturally. Good marketing has values and ethics. Bad marketing dupes, deludes and denies and hides the truth. The first will keep a customer for life. The second will fool me but once.

Greeting card companies created new occasions to fuel their own business. They created days that didn’t exist. On the one hand – clever. On the other, or if you like – the bigger picture – they contribute to the destruction of values and deny the origins of tradition.

In some cases, marketing has diluted the most precious of rituals. This little story has nothing to do with belief and everything to do with the above. It makes a point, no more.

When I was a child there were a few sacred (very) cows. There was Christmas, your parents birthdays and those very important days (if you were an Irish Catholic) called your First Holy Communion and your Confirmation.

There was a huge build up and a solemn preparation. You were about to be introduced to God. The day was special in every way and you were the star attraction. You felt like a Saint and certainly that you were special. That was enough and reward enough. A great memory.

Fast forward to 2009 and a story from a hotelier who knows all about what is really important. His beautiful hotel (do book your luxurious weekend there (www.ballygarryhouse.com) has been delivering celebration for generations, communions among them. This summer and another generation were making their First Holy Communion. It took him back to the innocence and honesty of his own special day, the memories flowed. He watched the excited ‘mini Saints’ celebrate without a care in the world. He engaged them, chatted with them and celebrated with them. One perky young chap was having a ball. The owner asked him how he was enjoying his very special day.

The reply was like a thunderbolt; “Great, I have made €900 so far …..”

Lost souls indeed.

A friend of mine is a very patriotic sort of guy. He always wants to do his bit. This summer, in an act of patriotism, he decided to holiday in Ireland.

We should all weep at his tale.

With energy and enthusiasm he surfed for his ideal family holiday. At last, a new hotel, in an historic location promised peace, relaxation and all good things. The website offered warmth, tranquility, friendliness and value. Seems like nobody told the reservations lady! He was bewitched, enchanted and after much research he produced his credit card and prepared to book.

Patriotism can be hard.  The Patriot Game was about to lead to the Crying Game.

First, the ‘phone did not answer.

Never mind, must be busy, try again.

Second time around, the ‘phone rings for ages.

Success, it answers.

The response was stiff, rushed and impatient followed by “hold please”. He held. The tones returned, the enquiry was made, the task clear.

He had 3 questions;

(1)   Had they a family room?

(2)   Could they promise him a quiet room?

(3)    

(4)   If they stayed a week, what would their best offer be?

The responses were as follows;

(1)   Yes

(2)   No

(3)   None

Then, they added more ‘value’ just the wrong way around. Unsolicited, the Reservations Lady suggested that their little family could all share a room (4 of them!!) for the same price plus €25 per child. You see, my friend is one of life’s gentle uncomplaining souls and retreated gracefully.

Calmly he said “No thank you”.

Swiftly she replied “No bother”

Quickly he told the story.

Rapidly their marketing is disintegrating.

As Tom Peters once said “Management is both difficult and easy. The easy part is knowing what to do, the difficult bit is getting people to do it”.

Passing through Manchester Airport recently I came across a ‘Currency Exchange Bureau’.

It wasn’t busy.

The smiling idle woman tried hard to engage my business. I decided to enquire.

Above her head a huge neon sign proudly declared “No Commission”.

I was just a little suspicious. In hindsight, rightly so.

No commission was attractive but incredible. I enquired a little.

Today, sterling is worth about 16% more than the Euro, but not at commission free Manchester Airport.

My £100 sterling would buy me €100 giving them an advantage of 16% or, if you like, £16 for changing my money.

I declined.

In Dublin one hour later my £100 became €112 and I was happy, a fair deal.

No wonder they don’t charge commission at the Manchester Bureau.

No wonder they are not busy.

No wonder their tacky, cheap and deceitful marketing doesn’t work.

True they make ‘No Commission’ but true too that they win no customers.

Next time you fly there – beware of neon signs bearing deceptive promises.

On holiday a while ago I read the tragic story of a woman jailed for theft. Despite her best efforts to sell her rapidly free falling house to pay off the debt the Judge said “12 months”.

Fair enough – if you like.

I don’t like – not fair enough.

The same newspaper tells of many Senior Bankers with ‘impaired loans’. They continue to work. They presumably continue to draw a salary. The new term ‘impaired’ seems to put a glossy permission shine on “failing to pay”.

As long as we continue to have double standards we will have corruption. Whilst we have corruption we will never have equality. An unequal society is a third world democracy.

It’s time there was equity – and justice.

Many years ago I read a great article in The Sunday Times that was headlined “Beware The Man Who Says Trust Me” It made a solemn point that the people you can trust never say it. The people you can’t repeat it.

Our global recession has created several new and challenging conditions. Those conditions create a new response. The response can be all too revealing.

Lately I have been hearing (unsolicited, I might add) the imploring of “Trust Me”. When I hear it I am catapulted back to The Sunday Times. When I reflect on the source, the experience and the facts I find myself saying “Beware”.

Wisdom comes from experience.

Experience comes from mistakes.

Some things never change.

Beware the man who says “Trust Me”.

Especially today!

The thing about brands is that they might not always deliver ‘good’ things’. They certainly do promise consistency but who says that consistency will necessarily be ‘good’

Maybe there is a new world of new brands that promise consistently bad behaviour. I don’t know, but I can relate a story

An opportunity, a rush to London, no time to lose. The budget airline was not so budget, it might even burst a budget. The last minute trap is optional after all, book or stay. Onwards and upwards, that’s fair enough

Back to home base and a delay in disembarkation, these things happen. An idle moment to wait and patiently gaze out the window. The ‘show’ was about to begin, some show.  No steps but the baggage boys were already kicking into action. Their low slung truck was our baggage bus transporting our precious goods to safe havens and hands. So we thought. Enter Mr. I Definitely Don’t Give A Damn.

He mounted the truck in a huff and took it out on the first bag. A two handed overhead throw terrorized the innocent suitcase. The next suffered the same fate, just a little harder. The third was less lucky, a double whammy awaited. First the overhead throw and the dented wound was visible to all. Clearly not punishment enough and the uncooperative bag was kicked violently into action. More bags patiently awaited a similar fate. He knew his audience were watching, it seemed to spur him on. I was lucky, mine was an onboard bag but the fury of passengers was volcanic.

On the way home it occurred to me that a budget brand offers budget solutions and budget everything. I did think it might stop short of budget people and budget behaviour. As the saying goes “ You get what you pay for”

Add to that…. “and sometimes more”.

There is a great debate raging about hotel room rates.

In the red corner we have the (let’s call them) Red Devils.

In the white corner, the Little Angels.

The Devils sense blood.

Rate is falling “lower, lower” they cry.

The Angels squeal and say “but we can’t invest, train, develop if we do”.

The tug-o-war continues.

Both are right.

Both are wrong.

Every day the forces cry out;

“Hold rate” says the GM.

“Drop ‘em” says the Guest.

That’s why ‘compromise’ might just keep everyone happy!

(and protect a business dying)

Whilst short term vultures seek the ‘lower lower’ place, smart strategists stay calm.

You see, if hotels are beaten into selling below their cost, they die.

When they die there will be fewer hotels.

Fewer hotels mean less competition.

Less competition means more monopoly.

More monopoly means less competition.

Less competition means higher prices.

The cycle ends up costing more.

In the end, it’s a short term fix that leaves a long term pain.

Be careful what you wish for!

Recently my online Triiibes friend, Ed Brenegar, asked a thought provoking question.

He inquired “What is your recommendation to the leader of an organisation where morale is low and people might just lose their jobs?”

A pertinent and thought provoking question for the times we live in.

Below is my answer;

(1) Leaders need to level with Staff. The truth. Most people can handle that and it underpins integrity. Down the road, he will have credibility.
(2) Within reason, share the challenges with them. They need to know.
(3) Avoid ‘Team Building’ outings. Like a firework, all exciting, very dramatic, fun and then….they fizzle out.
(4) Make time for important one-to-one chats. Different people have different needs, reactions, weak points.
(5) Listen and listen with care. So important.
(6) Ask for help. The answer reveals lots.
(7) Avoid future promises of great rewards. The future might not happen.
(8) Break the challenge into bite sized chunks, divide it up, let them build and fix.
(9) Avoid short bursts of mega optimism, dangerous.
(10) Have a little reflection time but not much.
(11) Remember to stay with facts not opinion.
(12) Be equal and fair.
(13) Remember, motivation always comes from working hard, and to a goal
(14) If you do reward, make it something tangible and not money. A trophy perhaps.
(15) Set short term goals and acknowledge success.
(16) Lead by example, lead from the front.
(17) Create a ‘fail-safe’ environment, a place where it’s safe for an idea to fail.
(18) Create a creative ‘ideas’ forum and let them problem solve
(19) Keep in touch lots but for a reason
(20) Squash gossip, gossip leaders and toxic thinking time.Action raises morale. Results raise morale,. Talk does not, it may inspire, even motivate, but it won’t raise morale for any meaningful period.