1. © lebensart marketingApril 2002 THE NEW YORK SYMPOSIUM ON LIFESTYLE HOTELS - APRIL 2002 1 THE L-COMMUNITY CLAUS SENDLINGER

2. © lebensart marketingApril 2002 THE NEW YORK SYMPOSIUM ON LIFESTYLE HOTELS - APRIL 2002 2 Quint essentials of branding

3. © lebensart marketingApril 2002 THE NEW YORK SYMPOSIUM ON LIFESTYLE HOTELS - APRIL 2002 3 The consumer – mother of all dictators

4. © lebensart marketingApril 2002 THE NEW YORK SYMPOSIUM ON LIFESTYLE HOTELS - APRIL 2002 4 Compression Travel Life has become somewhat blurred, we are demanding more from our leisure. Many now travel to learn and say holidays offering „experiences“ are more likely to attract them.

5. © lebensart marketingApril 2002 THE NEW YORK SYMPOSIUM ON LIFESTYLE HOTELS - APRIL 2002 5 Analyse your customer bookers, buyers and consumers

6. © lebensart marketingApril 2002 THE NEW YORK SYMPOSIUM ON LIFESTYLE HOTELS - APRIL 2002 6 Brands online If you can lure your consumers to your site and the experience is a good one, they will alert 14 other people to the fact.

7. © lebensart marketingApril 2002 THE NEW YORK SYMPOSIUM ON LIFESTYLE HOTELS - APRIL 2002 7 How to gain loyalty? Don’t try to sell all the time – inform.

8. © lebensart marketingApril 2002 THE NEW YORK SYMPOSIUM ON LIFESTYLE HOTELS - APRIL 2002 8 The connected world Co-operation of design hotels TM, Hugo Boss and Mandara Spa in order to reach 50.000 premium customers in Asia.

9. © lebensart marketingApril 2002 THE NEW YORK SYMPOSIUM ON LIFESTYLE HOTELS - APRIL 2002 9 20 international design hotels are featured in a special booklet attached to the UK Condé Nast Traveller – 50.000 will be distributed via Bombay Sapphire Gin in Duty Free Shops in Europe. The connected world

10. © lebensart marketingApril 2002 THE NEW YORK SYMPOSIUM ON LIFESTYLE HOTELS - APRIL 2002 10 The connected world Content Management System as destination guide for MINI homepage

11. © lebensart marketingApril 2002 THE NEW YORK SYMPOSIUM ON LIFESTYLE HOTELS - APRIL 2002 11 Thank you for your attention.