INDEX :
Top Advertisements from Resorts Brands & its Key Learnings
1. Club Med – “The Antidote to Ordinary”
What the Advertisement was all about:
Club Med’s “The Antidote to Ordinary” campaign takes us on a journey beyond the routine, inviting potential guests to escape to a place where their lives are transformed. The ad shows various groups of people experiencing extraordinary moments—whether they’re dancing under the stars, exploring exotic locales, or bonding over breathtaking views.
Brand Archetype:
Club Med embraces The Explorer archetype, seeking to inspire curiosity and adventure. This is evident in the ad as it showcases how their resorts offer unique experiences and personalized adventures that help guests break free from their everyday lives.
Audience Reception:
The ad resonates well with travelers looking for something beyond a traditional vacation—something unique, fulfilling, and unforgettable. It sparked interest from adventure-driven people who are ready to break from the conventional.
Brand Vibe:
Club Med is all about Fun and Connection. The vibe in the ad is vibrant, showing not just relaxation but a chance to engage in experiences that bond people with each other and the environment. It conveys a sense of warmth and togetherness through its imagery and music.
Focus Area of the AD:
The ad focuses on selling the experience of transformation and liberation—leaving the ordinary behind for something extraordinary.
Key Statistics of its Impact:
Club Med reported an increase in engagement and bookings from the targeted demographic—especially young professionals looking for an experience that combines luxury with adventure.
Key Observations:
The key takeaway here is the power of emphasizing lifestyle transformation in travel ads. Selling an experience, not just a location, can be a game-changer for resort brands.
2. Four Seasons – “Lead With Love”
What the Advertisement was all about:
Four Seasons takes a heartwarming approach in their “Lead With Love” campaign, focusing on the care and passion their staff puts into delivering a top-tier resort experience. The ad features real employees sharing personal stories, showing the human touch behind luxury experiences.
Brand Archetype:
This campaign taps into The Caregiver archetype, which is about compassion, nurturing, and providing emotional fulfillment. It’s a reminder that luxury is not only about material opulence but also about genuine, heartfelt service.
Audience Reception:
The ad was well-received, especially by those who value service excellence and human connections in the luxury space. It speaks to affluent guests who prioritize personalized service and warm hospitality over mere extravagance.
Brand Vibe:
The ad exudes a Cozy and Connection vibe. It’s less about showcasing the physical grandeur of the resort and more about the warmth, care, and attention guests receive.
Focus Area of the AD:
The focus here is on the intimate, human side of luxury travel. It’s about the personal relationships that are forged during a stay, and how these connections elevate the guest experience.
Key Statistics of its Impact:
The ad led to a significant increase in guest bookings and positive sentiment about the brand, with many highlighting the personalized service as a key reason for choosing Four Seasons.
Key Observations:
This campaign teaches us that emphasizing emotional connections can build long-term brand loyalty, especially in the luxury and resort space. People want to feel cared for, not just pampered.
3. Ritz-Carlton – “Let Us Stay With You”
What the Advertisement was all about:
Ritz-Carlton’s ad centers around the idea that the resort experience stays with you long after you’ve left. It captures moments of guests enjoying quiet, luxurious moments in serene surroundings, reflecting on the lasting memories made.
Brand Archetype:
Ritz-Carlton embodies The Ruler archetype, projecting control, refinement, and leadership in luxury. The ad’s polished, serene aesthetic and promise of impeccable service emphasize its dominance in the world of high-end resorts.
Audience Reception:
This ad resonated with the ultra-wealthy and those looking for sophisticated, elegant retreats. It evoked an emotional connection, reminding viewers that Ritz-Carlton doesn’t just offer a stay, but a legacy of luxury.
Brand Vibe:
The ad channels Sophistication, drawing attention to the high-end, classic appeal of Ritz-Carlton properties. It speaks to people who value timeless elegance and prestige in their travel experience.
Focus Area of the AD:
The ad focuses on the lasting impact of the resort experience, emphasizing not just the luxury at the moment, but the enduring memories created.
Key Statistics of its Impact:
Ritz-Carlton saw a rise in repeat visits and a boost in bookings from those seeking ultra-luxury experiences.
Key Observations:
The key takeaway here is that resorts can leverage emotional storytelling around legacy and memory. Luxury isn’t just about immediate gratification; it’s about creating a lasting impression.
4. Sandals – “Love is All You Need”
What the Advertisement was all about:
Sandals resorts target couples with their “Love is All You Need” campaign, showcasing romantic moments in idyllic tropical settings. The ad features couples enjoying romantic dinners, sunsets, and private beachfront experiences.
Brand Archetype:
Sandals taps into The Lover archetype, emphasizing passion, intimacy, and romance. This campaign speaks to couples looking to escape the daily grind for a deeply romantic and intimate vacation.
Audience Reception:
The ad struck a chord with couples looking for romance and exclusivity. It directly appealed to their desire for a luxury experience where love and connection take center stage.
Brand Vibe:
The brand exudes a Cozy and Connection vibe, creating an atmosphere where the couple can focus on one another, away from distractions. It’s about nurturing relationships in a relaxed and luxurious environment.
Focus Area of the AD:
The focus is on romantic escapism, the feeling of exclusivity, and the beauty of enjoying an intimate, luxurious vacation with a loved one.
Key Statistics of its Impact:
Sandals saw an increase in couples-only bookings and positive feedback regarding its tailored romantic experiences.
Key Observations:
For resorts targeting couples, it’s crucial to tap into the emotion of romance. The idea of creating lasting memories and moments of connection will always resonate deeply.
5. Banyan Tree – “Sanctuary for the Senses”
What the Advertisement was all about:
Banyan Tree promotes its resorts as sensory sanctuaries, where guests can rejuvenate and reconnect with themselves. The ad features tranquil scenes of nature, serene spa treatments, and peaceful accommodations, all emphasizing wellness and mindfulness.
Brand Archetype:
Banyan Tree fits into The Caregiver archetype as well, focusing on self-care, rejuvenation, and personal well-being. The ad emphasizes the healing and restorative properties of the resort environment.
Audience Reception:
This ad resonated with those looking for wellness retreats and serene experiences. It appealed to an audience that prioritizes relaxation, mental clarity, and rejuvenation, aligning with the growing wellness tourism trend.
Brand Vibe:
The ad channels Deep and Cozy vibes, creating a peaceful and immersive atmosphere where guests can truly unwind and reconnect with their inner selves.
Focus Area of the AD:
The focus is on holistic well-being, the sense of peace and balance the resort offers, and how it nourishes the body and soul.
Key Statistics of its Impact:
Banyan Tree saw a significant uptick in wellness-focused travel bookings, especially from guests seeking to reset and de-stress.
Key Observations:
The wellness tourism trend is booming. Resorts that offer more than just luxury—offering mental and physical rejuvenation—are tapping into a growing demand for self-care experiences.
6. InterContinental – “In the Know”
What the Advertisement was all about:
InterContinental’s ad positions their resorts as not just a place to stay, but as a gateway to authentic, insider experiences. It focuses on the idea that their properties are hubs for discovering hidden gems of local culture, cuisine, and luxury.
Brand Archetype:
InterContinental takes on The Explorer archetype, showing their properties as the ultimate launchpad for adventure and discovery in world-class destinations.
Audience Reception:
The ad appealed to sophisticated travelers seeking exclusive, off-the-beaten-path experiences. It spoke to a well-traveled audience looking for an immersive vacation that goes beyond the typical resort stay.
Brand Vibe:
The brand vibes with Intelligence and Connection by showcasing not just a physical stay, but a chance to connect deeply with the destination and its culture.
Focus Area of the AD:
The ad highlights the connection between guest and place, portraying the resort as a gateway to discover local secrets and hidden experiences.
Key Statistics of its Impact:
The campaign drove an increase in bookings from luxury travelers and cultural explorers, especially those looking for deep, meaningful connections with the destinations they visit.
Key Observations:
Resorts offering local experiences and deep cultural connections resonate with a high-end audience seeking something more meaningful than the standard resort offerings.
7. Marriott – “It’s Time to Move Forward”
What the Advertisement was all about:
Marriott’s campaign focuses on post-pandemic optimism, encouraging people to travel again, explore new places, and enjoy the freedom of movement. The ad shows diverse travelers finding their joy in Marriott properties around the world.
Brand Archetype:
Marriott uses The Hero archetype, motivating guests to embark on a journey of exploration and adventure. The ad’s focus on hope and forward-thinking reflects this archetype’s drive to conquer obstacles and move toward a brighter future.
Audience Reception:
The ad resonated deeply with people ready to reconnect with the world after lockdowns, appealing to those eager to return to travel with a sense of hope and renewal.
Brand Vibe:
The ad conveys Sunshine and Connection, focusing on optimism, joy, and togetherness in the face of adversity. It’s all about opening up to the world and embracing life’s adventures again.
Focus Area of the AD:
The focus is on hope, renewal, and the excitement of travel—encouraging people to rediscover the world and reconnect with loved ones.
Key Statistics of its Impact:
Marriott saw a sharp increase in global bookings and brand engagement, particularly from people eager to travel after the pandemic.
Key Observations:
Leveraging hope and optimism in times of uncertainty can drive people to take action. Resort brands can benefit from positioning themselves as a beacon of positivity and connection.
8. Aman – “Aman Journeys”
What the Advertisement was all about:
Aman’s “Aman Journeys” campaign invites guests to embark on personalized journeys to curated, exclusive destinations. The ad emphasizes intimacy, luxury, and the idea that no two stays are ever the same—each experience is uniquely tailored to the individual.
Brand Archetype:
Aman fits perfectly with The Ruler archetype, showcasing supreme luxury and exclusivity. The ad underlines its high-end offerings and personal touch, positioning Aman as the epitome of refined elegance.
Audience Reception:
The ad attracted ultra-wealthy clients who value privacy, exclusivity, and personalized service. The tailored nature of the experience resonates with high-end travelers looking for something truly unique.
Brand Vibe:
Aman’s brand exudes Sophistication, emphasizing elegance, exclusivity, and luxury. It’s about providing a bespoke experience that transcends typical resort stays.
Focus Area of the AD:
The ad focuses on the uniqueness of each journey and the ability to cater to an individual’s specific desires and expectations, showcasing Aman’s attention to detail and unparalleled luxury.
Key Statistics of its Impact:
Bookings surged, particularly among high-net-worth individuals seeking personalized and rare travel experiences.
Key Observations:
When it comes to luxury resorts, personalization is king. Crafting unique, individualized experiences can make all the difference in attracting the right clientele.
9. Viceroy – “Beyond the Expected”
What the Advertisement was all about:
Viceroy’s ad showcases their commitment to providing luxury experiences that transcend the ordinary. It highlights stunning, stylish properties and the level of service that goes beyond guest expectations—inviting viewers into a world where every detail matters.
Brand Archetype:
Viceroy uses The Creator archetype, focusing on design, artistry, and the creation of extraordinary, awe-inspiring spaces. The ad conveys how their resorts are carefully crafted to offer guests a one-of-a-kind experience.
Audience Reception:
This ad attracted those with a deep appreciation for design, architecture, and unique experiences. It spoke to travelers who want to immerse themselves in beautiful, well-curated spaces.
Brand Vibe:
The vibe here is Sparkly—everything from the visuals to the messaging screams elegance, artistry, and refinement. It speaks to those who seek something beyond the conventional.
Focus Area of the AD:
The focus here is on offering more than just a place to stay; it’s about presenting a unique, well-designed experience that surprises and delights guests at every turn.
Key Statistics of its Impact:
Bookings from design-conscious travelers increased, with many pointing to the resort’s exceptional aesthetics and artistic appeal.
Key Observations:
Viceroy shows us that resort advertising can benefit greatly from highlighting design elements. Travelers today are drawn to artful, visually striking environments that make the experience unforgettable.
10. Hyatt – “World of Hyatt”
What the Advertisement was all about:
Hyatt’s campaign focuses on the concept of belonging, positioning their resorts as a home away from home for guests seeking comfort, luxury, and meaningful experiences. The ad emphasizes global connectivity, with Hyatt properties around the world offering a consistent, high-quality experience.
Brand Archetype:
Hyatt embraces The Everyman archetype, focusing on inclusivity, comfort, and connection. The ad’s emphasis on consistency and familiarity appeals to those seeking both luxury and a sense of belonging.
Audience Reception:
The ad resonated with travelers who value loyalty and familiarity. It was particularly appealing to those seeking a trustworthy, reliable brand while still enjoying the comforts of luxury.
Brand Vibe:
Hyatt projects a vibe of Connection and Cozy. It makes guests feel at ease, like they’re part of something bigger, no matter where in the world they are.
Focus Area of the AD:
The ad emphasizes the comfort and consistency of Hyatt’s offerings, making it a perfect choice for loyal guests who value familiarity but also seek premium experiences.
Key Statistics of its Impact:
The campaign drove engagement among frequent travelers and loyalty members, boosting their membership and repeat bookings.
Key Observations:
Loyalty and consistency matter in resort advertising. Customers who feel connected and part of a brand family will return time and again.
Lessons from Ads Targeting Similar Audiences, that can be applied to Resorts Brands and Strategies to Elevate Your Campaigns
1. Apple – “Shot on iPhone”
Lessons We Can Take from Them:
Apple’s “Shot on iPhone” campaign focuses on the powerful and intimate connection people have with their devices. It’s all about real, unfiltered experiences. For resorts, this suggests that showcasing authentic, raw moments of guest experiences, not just polished marketing shots, creates a deeper emotional connection. Authenticity resonates.
Strategies We Can Implement in Our Resort Brand AD:
We should highlight real guest stories and experiences—moments of joy, peace, and adventure at the resort. Instead of focusing on staged, perfect shots, show the unfiltered, emotional moments that define the stay, from a couple watching a sunset to a family bonding during activities.
Use of Brand Archetype & Resonance:
This campaign aligns with The Explorer archetype, embracing real-world exploration through storytelling. For resorts, this translates into focusing on how guests experience the destination and interact with its offerings, creating an emotional resonance through raw, authentic storytelling.
2. Nike – “Just Do It”
Lessons We Can Take from Them:
Nike’s “Just Do It” campaign is about inspiring action and pushing boundaries. For resorts, this translates to motivating potential guests to take action, book their dream vacation, and explore new destinations, particularly those they wouldn’t normally consider.
Strategies We Can Implement in Our Resort Brand AD:
We should emphasize the thrill of new experiences—whether it’s trying a new activity, exploring an exotic destination, or stepping out of one’s comfort zone. Empower potential guests to take action, with a strong call to experience a world beyond the ordinary.
Use of Brand Archetype & Resonance:
Nike leans into The Hero archetype, motivating people to overcome obstacles. For resorts, this can inspire adventure and empowerment by showing guests not just relaxing but embracing transformative, adventurous vacations that challenge their routine.
3. Coca-Cola – “Open Happiness”
Lessons We Can Take from Them:
Coca-Cola focuses on creating emotional connections by tying their product to happiness and togetherness. Resorts can learn from this by connecting their brand to happiness, relaxation, and shared experiences—highlighting how a stay at their property can elevate guests' joy.
Strategies We Can Implement in Our Resort Brand AD:
Our resort ads can create an emotional connection by focusing on joyful experiences: a couple laughing by the pool, friends sharing an adventure, or families connecting over a meal. This builds an image of the resort as a place where happiness thrives.
Use of Brand Archetype & Resonance:
Coca-Cola embraces The Innocent archetype, conveying purity and joy. Resorts can adopt this archetype by positioning the experience as a return to simpler pleasures, focusing on lighthearted and joyful moments that guests will treasure.
4. Dove – “Real Beauty”
Lessons We Can Take from Them:
Dove’s campaign focuses on real people and body positivity, offering an authentic image of beauty. For resorts, this means embracing inclusivity and portraying a broad range of experiences, welcoming all types of guests regardless of their background, age, or interests.
Strategies We Can Implement in Our Resort Brand AD:
We should aim to create inclusive, diverse campaigns that appeal to people of all backgrounds, ages, and types of travelers—whether they’re seeking relaxation, adventure, or luxury. Diversity in the imagery and experiences shown will make our resorts feel accessible to everyone.
Use of Brand Archetype & Resonance:
Dove’s use of The Caregiver archetype is about nurturing and self-acceptance. Resorts can create campaigns that foster a sense of inclusivity and belonging, providing an environment where guests feel cared for and valued.
5. Volkswagen – “The Force”
Lessons We Can Take from Them:
Volkswagen’s ad uses humor and simplicity to create a memorable experience. For resorts, this means tapping into light-hearted, fun moments to capture attention and convey the joy guests feel when they stay at the property.
Strategies We Can Implement in Our Resort Brand AD:
We can use humor and playfulness in ads to create fun, unexpected moments. Whether it’s a cheeky activity, a surprise experience, or a humorous guest interaction, lightening up the messaging can be an effective way to capture interest and make the resort seem approachable.
Use of Brand Archetype & Resonance:
Volkswagen aligns with The Jester archetype, focusing on fun and humor. Resorts can adopt this approach by creating ads that highlight the playful, carefree side of resort life—like spontaneous activities, impromptu adventures, or the freedom to let loose and enjoy oneself.
6. Guinness – “Made of More”
Lessons We Can Take from Them:
Guinness’ “Made of More” celebrates depth and craftsmanship. For resorts, this is a reminder to highlight the quality and uniqueness of the experiences on offer, whether it’s a specialized tour, locally sourced cuisine, or a specially designed activity that’s crafted with care.
Strategies We Can Implement in Our Resort Brand AD:
We should emphasize the craftsmanship and care put into every aspect of the guest experience. Highlight unique offerings, like locally inspired experiences or curated events, that showcase the resort’s dedication to quality and exclusivity.
Use of Brand Archetype & Resonance:
Guinness embodies The Creator archetype—focus on originality and quality. Resorts can resonate with this archetype by positioning their experiences as crafted with care, offering guests an artfully curated stay that is different from ordinary, mass-market resorts.
7. BMW – “The Ultimate Driving Machine”
Lessons We Can Take from Them:
BMW’s ad emphasizes performance and luxury, which resonates with high-end audiences. For resorts, it’s about positioning the property as an exclusive, high-quality destination where guests can enjoy the ultimate luxury experience, whether it’s in accommodations, service, or activities.
Strategies We Can Implement in Our Resort Brand AD:
Resorts should showcase their exclusive services, luxury amenities, and top-tier experiences. We can craft ads that elevate the sense of prestige, positioning the resort as the ultimate choice for those who want only the best in service, design, and location.
Use of Brand Archetype & Resonance:
BMW uses The Ruler archetype to evoke power and exclusivity. Resorts can do the same by emphasizing their high status and premium offerings, positioning the brand as a symbol of opulence, authority, and sophistication.
8. L’Oréal – “Because You’re Worth It”
Lessons We Can Take from Them:
L’Oréal’s ad is all about self-empowerment and self-worth. For resorts, this concept could be applied by making guests feel like they truly deserve a luxurious, rejuvenating experience—tapping into the desire for self-care and indulgence.
Strategies We Can Implement in Our Resort Brand AD:
In our ads, we can focus on the idea that our guests deserve a moment of respite, whether that’s through an indulgent spa treatment or an exclusive, once-in-a-lifetime activity. The focus should be on the guests’ worthiness and the resort’s role in fulfilling that desire.
Use of Brand Archetype & Resonance:
L’Oréal uses The Creator archetype with a focus on personal transformation. For resorts, this could translate into portraying the resort experience as a transformative journey where guests feel pampered and rejuvenated.
9. McDonald’s – “I’m Lovin’ It”
Lessons We Can Take from Them:
McDonald’s uses simplicity and repetition to create a catchy, memorable slogan. For resorts, this strategy could be used to build brand recall by keeping the messaging straightforward and consistent, while also emphasizing the ease and fun of booking a stay.
Strategies We Can Implement in Our Resort Brand AD:
We can simplify our messaging to emphasize the key benefit of booking a stay: relaxation, adventure, or indulgence. Using a catchy, repeatable slogan could also help create strong brand recognition and association.
Use of Brand Archetype & Resonance:
McDonald’s taps into The Everyman archetype, focusing on familiarity and accessibility. Resorts can leverage this by presenting the resort as approachable, easy to book, and welcoming to everyone looking for a memorable getaway.
10. Spotify – “Soundtrack of Your Life”
Lessons We Can Take from Them:
Spotify’s ad focuses on creating personal connections through music, showcasing the soundtrack of people's lives. For resorts, this shows that tailoring the experience to individual needs and preferences can deepen engagement.
Strategies We Can Implement in Our Resort Brand AD:
We should emphasize how personalized the resort experience can be, tailoring activities, dining, and leisure to each guest’s unique preferences—creating a truly bespoke vacation.
Use of Brand Archetype & Resonance:
Spotify uses The Creator archetype to inspire personal expression and creativity. Resorts can tap into this by emphasizing personalization, crafting unique experiences tailored to each guest’s desires and preferences.
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