ADVERTORIAL: Digital benefits for luxury hoteliers

Hotelier Middle East Staff, June 6th, 2016

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The world is speeding up every day, and luxury, previously synonymous with calm and serenity, is no exception to the rule.

For example, the creations of today's top fashion designers are now available just a few days after walking the runway of international fashion shows, turning the traditional pace of the seasons upside down.

Demand is even more pressing in the experiential luxury sector. More than ever, the "right here, right now" mindset means professionals are having to react faster, while naturally providing ultimate quality.

Hotel and luxury service professionals have been familiar with this scenario for a long time. And although the digital trend has accelerated it at a phenomenal rate, the most efficient responses also obviously stem from the same digital sphere. Immidia, an innovative startup dedicated to instant luxury experiences, is showing the way.

You can now charter a manned yacht in a fraction of a second
The digital revolution is making waves in the luxury sector. If you or your clients have ever chartered a luxury yacht the traditional way, you probably know it can be a complex affair, involving finding the right provider, checking the fleet, issuing a booking request and waiting for the boat's availability – along with that of the captain and crew – to be confirmed, signing the charter agreement and providing a down payment. Not forgetting transfers and port parking, on-board food and insurance. In short, an obstacle course incompatible with the requirements of a wealthy and ultra-connected clientele.

Immidia has just designed a service guaranteeing every booking in real time. Its proprietary algorithm is capable of determining the list of available yachts, captains and crews, calculating the charter price, including additional services such as passenger transfer by limousine or luxury catering, and providing an immediate response that the customer confirms in a single click.

And why not a luxury car, prestigious villa or private jet?
The secret of instant service lies in the fusion of technological performance – i.e. the reliability of a powerful algorithm - combined with the A to Z command of the service's professional mechanisms.

The Immidia example speaks for itself. The startup was formed by a yachting expert who invented an original and what is now referred to as disruptive, operational process 10 years ago which, once digitised, is accessible worldwide. The model is so fluid that it also applies to the related services provided by Immidia, such as cars, villas and jets. And the list remains open, which is what makes the company so original.

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How can we be sure demand is always satisfied?
Providing a real time response isn't enough. It also has to be positive. That means offering customers an increasingly large choice, while guaranteeing reliable and sustained quality. Disappointing a customer almost always means losing them. But satisfying them in one click ensures their lasting loyalty.

For a startup like Immidia, the business model is based on building an extensive network of independent professionals, who come together to form a galaxy of potentially-available experts and products. The founders of Immidia rapidly focused on the level of expertise and quality they expect from their licensees. To achieve this, they simply recruited experienced professionals from the various relevant business sectors. You cannot invent know-how.

Guaranteeing an excellent customer journey down to the last detail
With the simultaneous proliferation of digital information and distribution channels, the customer journey is marked with moments of truth, well known to marketers, i.e. decisive moments leading, if all goes well, to the final act of purchase.

To ensure the user experience is totally satisfactory, the professional must truly master these moments of truth. Luxury industry leaders have understood this perfectly. Their distribution is mostly selective, their environments are carefully staged and training is continuous and true to the house credo.

Immidia illustrates this rule very well. The startup has invested massively in an international guest relation service, available 24/24 and 7/7, to accompany the customer journey throughout the booking stage and luxury experience itself. Like Apple and Guerlain, Immidia has also chosen to adopt a selective distribution network. Although it is final user-oriented, the Immidia system is exclusively deployed through a network of hand-picked professional partners, upholding the culture and methods associated with luxury services: five-star hoteliers, high-end travel advisers and private concierge services.

Digital acceleration, at the root of new professional alliances in the luxury hotel industry
Although the digital revolution was formerly seen as a threat to the luxury hotel, leisure and service industry in general, it now offers professionals genuine development potential. By making the exponential and continuous sharing of skills, quality and opportunities possible on a win-win basis, with services offered as a white label, Immidia turns its instant luxury experiences into a genuine added value that can be incorporated into a sales strategy or CRM at the speed of light.