August 13, 2013
Waldorf Astoria Park City Utah is targeting nature enthusiasts with a honey harvesting experience that brings guests to a local farm and imparts ideas on how to use it at home.
To continue the package beyond the tour, guests will be able to use harvested honey for a variety of post-tour activities in the spa or kitchen. Creating packages with layered activities gives guests more time to acclimate to the environment and is likely to give guests a positive stay.
"With this offer, Waldorf Astoria is creating a memorable experience for the luxury consumer while at the same time embracing the surrounding culture and environment,"said Taylor Rains, account executive at Rawle Murdy Associates, Charleston, SC.
"It is important for brands to remember that guests are not just traveling to a property, they are traveling to a location," he said.
"When a property is able to incorporate elements unique to its location while maintaining a luxury standard, it has a solid base for marketing."
Mr. Rains is not affiliated with Waldorf Astoria Park City, but agreed to comment as an industry expert.
Waldorf Astoria Park City was unable to comment by press deadline.
Informally known as the "Beehive" state, Utah's history with honey stretches back to origins. Consequently, grounding the brand's honey initiatives in Utah is a good use of local culture.
Currently, there are currently more than 300 beekeepers in the state.
Utah State Flag
Guests who embark on the private honey tour will be guided to a local honey farm to collect and learn about honey with an expert beekeeper.
Multiple options for furthering the honey experience are provided to guests after after the tour.
Waldorf Astoria Park City
One post-tour activities include an in-room cooking class incorporating honey as a main ingredient. Other options take place in the spa and include receiving a golden honey facial or a pedicure with honey heel glaze.
The package is available through Oct. 31 and cost varies based on selected honey harvesting activities.
Through the woods
Waldorf Astoria Park City has previously guided guests on nature-expeditions.
For instance, Waldorf Astoria Park City, UT, is reaching out to ultimate foodies, beauty mavens and others with summer packages to provide guests with exclusive experiences and stir interest in the Utah property.
The summer packages are likely to broaden horizons of affluent travelers who would normally not consider Park City, UT, as a vacation destination. Enticing guests with exclusive events to a certain location can help drive foot-traffic to a hotel (see story).
Other luxury hotels have turned to the environment to attract guests.
For instance, Starwood’s St. Regis Bahia Beach Resort in Puetro Rico is promoting eco-tourism by letting guests monitor and learn about Leatherback Turtles that nest on the property’s shores.
Promoting eco-tourism with simple activities is a good way for luxury hotels to tap into the growing eco-tourism market and inspire environmentally conscious guests to consistently visit. Furthermore, observing the natural trends of the surrounding area allows luxury hotels to maximize their use of the environment (see story).
What will likely stand out to prospective consumers enticed by the honey harvesting is the investment the hotel is making in the local culture.
"With this package, Waldorf Astoria is taking the guest from the farm to the hotel with an offer that is likely to entice guests looking for a mix of luxury and authenticity," Mr. Rains said.
Joe McCarthy, editorial assistant on Luxury Daily, New York