In This Article:
(Bloomberg Opinion) -- Before the novel coronavirus hit, the world’s bling behemoths were pulling out the stops to sell “experiences” where their jet-setting customers could indulge in opulent lodging and dining, all while posting photos of themselves on Instagram. Between 2010 and 2019 demand for experience-based luxury, including fine wines and gourmet food, outstripped that for personal goods, such as watches and handbags.
Then Covid-19 upended the trend. Few are crossing oceans to stay at a Bulgari hotel or dine at a Gucci restaurant right now.
But companies from Giorgio Armani SpA to Capri Holdings Ltd.’s Versace and LVMH Moet Hennessey Louis Vuitton SE could still turn the strategy of tapping into luxury as a broader lifestyle to their benefit. They could offer extravagant getaways to high spenders happy to pay extra to dine, shop and relax in a safe and secluded environment. Or coax more potential local customers out for exclusive home-town retreats given people aren’t splurging on long-haul airfare. And they could expand their offering with a broader push into health and wellness, where spending was already booming before the pandemic.
LVMH, the world’s biggest luxury group, is probably the most advanced on this frontier. It acquired Belmond, owner of Venice’s Hotel Cipriani, to complement its exclusive Cheval Blanc hotel chain. Prada SpA owns the historic Milanese pastry shop Marchesi, Ralph Lauren Corp. has chichi bars and Kering SA’s Gucci has opened Osteria restaurants in Florence and Los Angeles with three-Michelin-starred chef Massimo Bottura.
The investments were meant to cater to rich globetrotters, particularly from China. But while consumers around the world are prepared to travel domestically, or to nearby countries, demand for luxury lodging catering to international clients and long-haul flights remains severely depressed. It’s not clear when the number of big-spending tourists snapping up Hermes scarves and Chanel handbags will bounce back.
When it does, LVMH will be able to offer its affluent customers everything from breakfast in bed to the dress they wear to dinner. It could throw in a visit to one of it vineyards in France or a distillery in Scotland for a truly personalized experience.
In the meantime, with sales of top-end goods set to fall by as much as 35% this year, luxury adviser Mario Ortelli says stronger brands may get opportunities to acquire assets that wouldn’t otherwise come onto the market. When it comes to hospitality, that could include trophy hotels.
Offering unique culinary experiences could also be a way for groups to pull in a hip local crowd in the U.S. or European markets. Some luxury brand restaurants are adapting to the new reality: Ralph Lauren’s Polo Bar in New York is offering home delivery.