The Ritz-Carlton has been named as the most luxurious hotel brands in the world according to a new study conducted by Kadence International. The research was conducted by Kadence International and sampled 5,775 consumers across markets. Ritz-Carlton has beaten Four Seasons, Shangri-La and Intercontinental.
CATEGORY BRAND Global West Asia Hong Kong United Kingdom United States
Hotels Ritz-Carlton 1 1 2 4 1 1
Hotels Shangri-La 2 6 1 6 8 7
Hotels Four Seasons 3 2 4 2 2 2
Hotels The Peninsula 4 5 3 1 6 3
Hotels Intercontinental 5 4 5 5 5 9
Hotels Mandarin oriental 6 3 7 7 3 10
Hotels Park-Hyatt 7 7 6 10 9 8
Hotels St. Regis 8 8 8 13 7 6
Hotels Rosewood Hotels 9 10 9 11 11 11
Hotels Le Meridien 10 11 10 14 12 13
Hotels Oberoi 11 12 11 9 4 14
Hotels Fairmont 12 9 12 8 10 5
Hotels Capella 13 14 13 3 14 12
Hotels W Hotels 14 13 14 12 13
There are common facts when it comes to what drives the perception of luxury across the globe, the study proves that, overall, brand heritage and quality is linked to a stronger Luxury Index score. Brands that are known for only using the highest quality materials and craftsmanship or for delivering an unrivalled service to customers tend to receive a stronger luxury score. Nevertheless, the consistency of quality is one of the very important factors. Brands that have a track record of quality combined with an established historical brand story also have a stronger luxury score.
Regional and category differences:
Although There are some universal truths in the perception of luxury there are a number of regional and category differences that are important for luxury marketers to review. China, one of the largest luxury markets are most likely to criticize luxury based on timelessness and experiential than any other regional market, surprisingly they are one of the least likely regions in Asia-Pacific to judge a brand or product through status.
Western markets are likely to have similar profiles when judging luxury, however there are some differences. French consumers are more likely to judge a luxury brand by distinctiveness compared to any other Western region, but are less likely to judge a brand or product through an optimistic factor or status. Out of all the 13 regions the USA is the least likely to judge a brand based on distinctiveness, but over indexes significantly on quality and brand heritage with those two drivers scoring higher than every other country surveyed.
To sum up, the study suggests that status is not the key driver in Asian regions. Although, in the Asia Pacific region (with the exception of the Philippines, which has a luxury profile similar to Western markets) the perception of luxury is highly taken into account. it’s certainly less important to consumers than quality, brand heritage and timelessness.
The Kadence International Luxury proves despite the universal truths surrounding the perception of luxury goods, there are many differences in regional understanding and opinions of the components of luxury brand. For instance, National pride, culture and awareness. It’s important for marketers to understand that, even when it comes to global trends around luxury, one size does not fit all when it comes to prestige brands