Waldorf Astoria Resorts Break Out a 'Luxury Manifesto'
Last night we headed over to the Waldorf-Astoria in New York to attend an event celebrating 85 years of New Yorker covers. We love New Yorker covers so we were perfectly happy enjoying the blow-up prints placed throughout the Hilton ballroom. But after mingling for a little while, we were surprised with another reason for the night's soiree, the introduction of the Waldorf-Astoria Luxury Manifesto.
Fortunately for all of us, it is much easier to understand than the woeful Thompson Manifesto.
Explained by John Vanderslice, who is in charge of Hilton's two luxury brands--Waldorf Astoria Hotels & Resorts and Conrad Hotels & Resorts--the Luxury Manifesto will be a "living, breathing initiative" in which Vanderslice will go around asking other luxury brands how they stay relevant and what luxury means in the ever-changing world today.
Yes, this manifesto is done in living color. The New Yorker publisher Lisa Hughes was the inaugural manifesto guest to go on-camera and in her three-minute segment, she told Vanderslice that luxury is about staying true to your core values and finding new ways to reach your audience. (Of course, social media got a shout-out!)
Waldorf-Astoria will be holding a similar event later this summer in Paris at the Trianon Palace and at the Rome Cavalieri, both Waldorf Astoria Collection hotels. We hope the luxury brands Vanderslice sits down with there include Louis Vuitton and Prada!
However we do have one teeny tiny suggestion for the WA's Luxury Manifesto--can you please do a reno of your flagship property? It's kind of hard to build out a luxury brand and a manifesto when the flagship is so old and sad-looking. That said, Waldorf has some pretty cool properties opening up in the next few years. Check 'em out here.