F2F Class Notes (Nicholas) [W]

Part 1 — Review (Customer Profile / Lifestyle / Demographics + Customer Behavior)

Affluent — this means wealthy, rich. and perhaps sophisticated.

Sophisticated 复杂

What do they value? = what is important to their lives.

e.g. These affluent families value (what is imporant to them) exclusive experiences.

Exclusive = not for everyone, only a select few.

Customized experiences or tailored experiences = each customer who comes to Shangri-La wants an experience that is made/created just for them and their family.

For e.g. perhaps the family has a child that has a physical disability — a customized experience will be making sure that the room has easy access to an elevator, special bathroom to make their stay easy, even if they have a family member that is hurt physically.

For e.g. If I like seafood, they won’t give me a menu with beef and chicken, they will give me [provide me] a menu with the best seafood.

Personal connection/relationship-drive/personal, high-level touch point = they appreciate when everyone at the hotel for example, knows their name, and provide their favorite tea. This means, that the hotel did research on this family before they came, so they know in advance what this family values most.

“In the 30-49 age bracket…” or “In the 30-50 age demographic…”

High-level = High-End

e.g. A high end hotel like Shangri-La.

There are two types of people or two target audiences:

The first audience comes from the older generation’s mindset/viewpoint. This is an older, aging demographic that is very used to preparing holiday meals for the entire family — but now perhaps it’s time to try somethig new rather than have the same holiday experience every year.

1. The first audience is affluent families who would like to cook dinner at home, but they don’t want to be inconvenienced by all the cooking and cleaning and hard work associated with hosting a big family gathering. So it’s more convenient for them to bring the family together at Shangri-La because now their focus are on their family and not on the kitchen. This is a potential target audience. Shangri-La must welcome these families into a home environment at the hotel. So it feels like a warm holiday atmosphere (气氛) — it’s like they are at their own home.

The second target audience is the second generation, these are millenials (between ages 25 to 35) — they are now the family’s decision-makers

2. These are busy, middle-aged people that are balancing busy family lives raising their children, their busy professional lives with their careers, and the challengings of aging parents. For these types of busy families, celebrating their New Year at Shangri-La relieves their burden and provides them a stress-free environment. Shangri-La takes care of all the planning, and all thinking – your family just needs to attend and enjoy themselves.

Vocabulary

millennials = people born around 1985-1995. Today they are around 25-35 years old. They are tech-savvy — this means they are very good with phones and the internet. They grew up when the internet was growing up.