Revealed: The Target Customer of the New Belmond Social Campaign

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Belmond has launched a new advertising campaign this week that dreamily recalls the golden age of travel and celebrates the art of living well. The campaign hopes to entice travelers with a series of social media posts, prints, and six short films.

Belmond, as you may know, is a collection of 49 ultra-luxury hotels, trains, safaris, and river cruises. Think the Copacabana Palace in Rio de Janeiro, the famed Hotel Cipriani in Venice, and the Sanctuary Lodge at Machu Picchu.

Hotel Cipriani (Photo credit: Belmond)

With the campaign, there’s a new series of collectible travel posters being made; one for each location. When you stay at a Belmond Hotel during the campaign, you’ll receive special collectible luggage stickers that have been created by pop artists.

Hoping to increase awareness of their special hotels and historic resorts especially among younger travelers, the social-media focused campaign is the first of its kind for Belmond.

Here’s one of their short videos –

Does it resonate with you?

I thought it was very posh. I loved the ocean view from the balcony (as well as the huge swimming pool), but can’t say I’ve ever had a butler draw me a pink petal-only bath (or any bath, for that matter), and I’m definitely not part of the see-and-be-seen popular crowd.

It makes sense though, as I’m not exactly the target customer of Belmond’s campaign.

The target audience has been revealed to be those ages 28-39, with a household annual income in excess of $300,000.

Getting a peek into who Belmond wants to attract as an ideal guest for many of their offerings is interesting. While Belmond has a preferred partner program (called the Belmond Bellini Club) and plenty of amazing hotels, there is no stay or points-based loyalty program to utilize for redemptions.

I can use miles & points to fly first class in the Etihad Apartments and stay in a villa at the Park Hyatt Maldives, though many folks simply pay flat out for their vacations and either don’t know about or take advantage of the redemption opportunities available. It reminds me that I am very lucky indeed that my travel experiences are far, far beyond what I could afford if I didn’t have the option to redeem miles or points and I’m thankful for loyalty programs.

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