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Raffles Hotels reimagines the butler in playful new campaign

The Butler Did It campaign by Raffles Hotels & Resorts, Global

Global – Launched in September 2024, Raffles Hotels & Resorts’ latest marketing campaign, The Butler Did It, celebrates the company’s signature butlers. Drawing inspiration from classic cinematic tropes, the film reimagines the butler as the hero of everyday hotel experiences.

Photographer Dylan Don captures the dynamic, fast-paced service that Raffles butlers are known for, while an orchestral soundtrack underscores the playful spirit of the initiative. ‘At Raffles, whatever your singular need: before you even have to ask… The Butler Did It.’

Shot at Raffles Singapore with a cast that includes designer Waris Ahluwalia and model May Siu, the campaign also highlights Raffles’ new properties in London, Boston, Bahrain and Jaipur. ‘With a vibrant aesthetic and sense of wit, this bold campaign celebrates the hallmarks of the Raffles experience,’ said Omer Acar, CEO of Raffles Hotels & Resorts, in a statement.

For more insights on what’s new and next in hotels, head to our Travel & Hospitality sector.

Strategic opportunity

Leverage your brand’s heritage to create emotionally resonant campaigns that highlight core values and unique attributes while staying relevant to modern audiences

Rossinavi’s next-gen superyacht includes AI assistance

Rossinavi superyacht , Monaco

Monaco – Luxury yacht builder Rossinavi will preview its flagship of the new superyacht generation, Seawolf X, at the Monaco Yacht Show 2024 to be held from 25–28 September 2024. The 43-metre hybrid-electric catamaran is the first in the brand’s new fleet, called BluE, and is equipped with AI that can predict the needs of guests onboard through constant observation. It can cruise in full electric mode for 100% of the time on one-day trips and for 90% of the time for multiday trips. A hibernation mode is kicked off when it is moored and reduces consumption to a minimum.

‘Installing an AI system for power management on vessels is a significant innovation in the nautical sector, aimed at optimising fuel consumption and supporting the crew,’ Rossinavi COO Federico Rossi said in a statement. ‘This technology not only enables more efficient navigation but also represents a concrete step toward future-ready vessels,’ Rossi added.

Seawolf X is designed in collaboration with Fulvio de Simoni Yacht Design for the exterior and Meyyer Davis Studio for the interior. It was delivered to a private client earlier in 2024.

In our Luxury Recrafted macrotrend report, we analysed how luxury brands are positioning themselves as guardians of ecosystems to cater to younger consumers who expect their favourite brands to invest more investment in sustainability.

Strategic opportunity

Integrate purpose into luxury and blend your aesthetics with sustainability by partnering with environmental foundations and contributing to efforts such as marine conservation

The Standard taps into tattoo tourism

Surrenne at The Emory, London, UK

US – The Standard hotels in New York City are reimagining experiential travel by launching Inked Out, a tattoo-centric package aimed at ink enthusiasts. In collaboration with the upscale Brooklyn studio, Atelier Eva, the offering caters to the growing trend of tattoo tourism, where travellers seek out renowned tattoo artists they follow on Instagram. According to Eva Karabudak, founder of Atelier Eva, up to 40% of the studio’s clients come from out of town for their sessions.

Guests staying at The Standard’s High Line or East Village locations will receive a £75.24 ($100, €89.62) credit toward a tattoo session, along with priority booking at Atelier Eva, simplifying access to the studio’s sought-after artists. Additionally, the package includes complimentary Mad Rabbit aftercare products, ensuring guests can pamper their fresh tattoos.

By tapping into the flourishing tattoo tourism market, The Standard effectively extends its brand beyond traditional hospitality. The partnership with Atelier Eva speaks directly to tattoo aficionados and aligns with the hotel’s commitment to curating memorable, niche experiences for its guests – especially as more of them get travel inspiration from social media, as revealed in TikTok Travel Agents.

Strategic opportunity

Tap into niche cultures to create tailored, immersive experiences that differentiate your brand and attract dedicated communities who are seeking unique, personalised offerings

Stat: Financial pressures lead younger Americans to reconsider parenthood

Photography by Cottonbro, Russia

US – A growing number of younger Americans are choosing child-free lives due to increasing financial pressures, according to the latest MassMutual Consumer Spending & Saving Index.

The survey, conducted among 1,000 US adults, found that nearly a quarter (23%) of Millennials and Gen Z without children do not plan to become parents, citing financial concerns as the primary reason. Additionally, 31% are deterred by the social and political climate their children would face.

Financial anxieties are also prevalent among parents, with 51% expressing worries about supporting their families. Meanwhile, nearly half of Gen X feel unprepared for retirement, fearing they haven’t saved enough.

Our Generations Now and Next 2024–2025 report delves deeper into the financial challenges each generation faces and highlights the impact of shifting attitudes among Gen Z and Millennials towards traditional milestones, such as parenthood.

Strategic opportunity

Financial services and fintech platforms should create targeted tools and campaigns that address generational financial concerns, such as helping Gen Z build savings for the future and guiding Gen X through retirement investment strategies