Ritz-Carlton Yacht Collection
Client: Ritz-Carlton
Ritz-Carlton came to us wanting to introduce their newest offering to the world: Ritz-Carlton Yacht Collection. As a first-of-it’s-kind product within a storied brand, they tasked us with developing a positioning and launch campaign that honored their heritage while also making it clear what sets the Yacht Collection apart.
The Research
As you’ve probably guessed, the Ritz-Carlton Yacht Collection is an extremely luxurious travel experience. And so we focused our research on the world of luxury travel. What we found was that world was very much in flux.
Traditional markers of luxury have become expected rather than exceptional.
Social media and online review platforms have raised guest expectations, while economies of scale and global suppliers have lowered the cost of premium finishes, meaning upscale bedding, in-room tech (smart controls, streaming), high-end toiletries, and curated minibars are now common even in mid-scale hotels.
With luxury amenities becoming commoditized, guests are paying more attention to service as the differentiator.
According to a Skift luxury travel report, 78% of luxury hotel operators state that their highest-spending repeat guests do not return for the rooms or the location - they return because of the hotel's ability to execute frictionless exceptions (early check-in, allowing pets where banned, or shutting down a public area for private use).
Ritz-Carlton are masters of making guests feel known and prioritized.
Every Ritz-Carlton employee is empowered to spend up to $2,000 per guest, per incident, without manager approval, to resolve a guest issue or create an exceptional experience. While other hotels focus on delivering excellent service, Ritz-Carlton empowers employees to create moments that make each guest feel uniquely valued.
A yacht voyage only amplifies that advantage.
Unlike a hotel stay, a yacht journey unfolds over multiple days with the same intimate crew. Every interaction builds on the last, creating countless opportunities to anticipate needs, remember preferences, and surprise guests in ways that become increasingly personal over the course of the voyage.
The Insight: When everyone can buy the same things, being known and prioritized is the true luxury.
The Strategy: Make every trip (and every traveler) feel like the exception.
The Execution
Unlike the Rest
Teammates: Erik Rogstad (Managing Partner), Daniel Averso (Group Creative Director), Jefferson Liu (Group Creative Director), Susannah Fogarty (Director of Strategy), Ed Davis (Client Partner), Kristen Giuliano (Creative Director), Sarah Holcombe (Associate Creative Director), Grant Skalak (Program Director), Alex Bartczak (Associate Program Manager), Claire Bohnengel (Associate Creative Director)