Hi guys,
It’s always fun to learn how some brands even in similar industries can use completely different marketing strategies. For this post, I would like to take Aman Resorts as a great example of how impressively unique branding and extremely narrow targeting can drive successful business model with no need for marketing.
Aman resort is unique in its marketing that is solely focused on word-of-mouth. For those unfamiliar with the brand, Aman Resorts is probably the most exclusive resort brand in the world. The company builds quaint resorts in very unique and non-urban regions, such as on a hillside in Jogjakarta. There is usually no signage and a very inconspicuous entrance for Aman’s locations. With rates in the range of $1,200 per night, the resort caters to the super wealthy, which could be the reason why the marketing strategy might work.
The company bases its entire marketing campaign on a client base of about 250,000 people worldwide, who are politely referred to as “Aman Junkies”. These are the company loyalists that could provide the fuel for the word-of-mouth to other such super-wealthy clientele. Other than that, they adhere to strict rules of no online marketing, no print, no television, and no marketing budget, except for the occasional new opening announcement mailed to the “junkies”.
I have only seen very few brands ever pull of what Aman Resorts does every day. However, in this highly competitive hotel industry, people are faced with more and more options even within the luxury segment. Thus, would the Aman Resorts’ extremely niche marketing strategy remain a sutainable business model?
Recently, I saw one of famous Singapore young influencers, Andrea Chong, posting candid Instagram photos at one of the Aman locations (picture below). Although I cannot confirm if it’s a paid post, could this be a signage of shift in the Aman Resorts’ marketing strategy? Are they searching for new marketing channels without ruining their exclusivity?
Hope it helps! 🙂
Hi!! I’ve seen some hotels do a lot of marketing with Instagram, sometimes in a more “natural” way. I think this strategy has been very useful for various hotels. In Singapore, the Fullerton Bay hotel did somethign similar, not with influencers but they used the platform to throw a contest. I think apart from marketing, it gave awareness to the brands that they partenered up with 🙂
Hmm interesting post! Personally, I don’t feel that by using such strategy, it would ruin the exclusivity of Aman Resorts. However, they would need to choose their influencers carefully and most importantly, be in line with Aman Resorts’ core values etc. It is just like luxury goods, they do advertise their brand but still retain its exclusivity. And through this influencers, it provides more exposure to Aman Resorts as well.