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Deluxe hotels high in demand

During ITB the Munich-based PR agency segara Kommunikation, who specializes in the high-end sector of hotel business, hosted its media morning event for the second year in a row on 6 March. It became clear that a strong interest in the deluxe hotel industry within the German-speaking markets remains.

The press breakfast held by segara Kommunikation during ITB unites journalists from top travel, lifestyle and trade media with international hoteliers. At this year’s media event, representatives from high-end properties in the Maldives, Switzerland, the US & Caribbean, Vietnam and Italy were amongst the attendees meeting with German-speaking journalists from the industry. The annual get-together has developed into a forum where recent issues are discussed and travel trends analyzed. One of the conclusions reached this year: there are effective ways for hoteliers to enter the DACH market without huge marketing and advertising budgets.  

Heike Goetz, Managing Director of segara Kommunikation, emphasizes the vital role PR plays when it comes to hotels winning over the economically stable German markets in order to generate bookings. Constant updates through creative press releases sent to top media contacts, providing journalists with the chance of experiencing properties firsthand, organizing meaningful events to connect them with the personalities on site and simply having a contact in the market that has a well-founded knowledge about the hotel culminate in effective coverage and a strong market positioning.  

As a PR agency that focuses on luxury products and brands, segara Kommunikation can also confirm recent studies that have shown that German travelers are more and more looking for high-end stays and seeking authentic, once-in-a-lifetime experiences. Goetz therefore advises hotels to continuously reinvent their offers to ensure that they always meet the European Zeitgeist and are able to handle their guests’ continuously changing demands.

“In the fast paced world of travel where travelers exchange ideas and experiences online and in real time, it is essential to react immediately and provide extraordinary and tailor-made experiences that meet guests’ ever changing needs”, says Goetz and goes on to explain that “Germans maintain their position as one of the top traveling nations of the world and therefore continue to provide enormous potential for five- and six-star hotels.” 

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