Friday, June 22

The Breakers Palm Beach

If I were to define a consistent brand experience in hospitality, I would quickly jump to The Breakers in Palm Beach as a shining example.

I just got back from experiencing The Breakers brand, spending time there celebrating my parent's 50th wedding anniversary.  We chose the resort as the destination for this celebration because we knew what the experience would be and it certainly delivered.

Old world charm combined with flawless customer service combined with great food and wine ... complete with 5 different pools all situated beautifully along the ocean.  The Breakers delivers on all fronts.  We never had to leave the resort to satisfy our needs.

What's also cool about this experience is that the old world charm is offset with our current contemporary needs.  Right along side the tourists were convention attendees, in complete harmony with those of us just relaxing.  WiFi where ever we went - iPhone confirmations of our restaurant reservations.  Most hotels that I know can't provide both kinds of guests the kind of experiences they each need, but The Breakers does so just perfectly.  Not to mention that the pool and beach areas are also a private club.  Three different target markets experiencing a brand in harmony!  It's hard to have multiple target markets in any industry, let alone in hospitality as I've pointed out several times in my book about the Marriott brand.

I'm a big believer in defining your brand and its experience, and then sticking to it.  The Breakers is one for the record books.  Of course being in the town of Palm Beach adds to the branding, and to the experience!

What's your experience?  Jim.

Jim Joseph
President, Cohn & Wolfe North America
Author, The Experience Effect series
Professor, NYU

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