Move Up-Market to Differentiate: Burj Al Arab

If you are in a commodity market there might be room to move up-market for new products.

For decades the hotels of the world worked on a rating system of 1 to 5 stars. A 5 star rating meant the best in terms of service, luxury and amenities. That high rating was accompanied by the highest prices.

So if you were developing a new luxury hotel you would be competing in a crowded market even with a five star rating.

What’s the answer? Differentiate your hotel by creating a new category.

The Jumeirah Group differentiated the Burj Al Arab hotel in Dubai by designing lavish luxury into the property and exquisite service. The look and feel was so superior to any other hotel that it was labeled as a Seven Star Hotel.

Once granted an imagination-capturing label like that – the label sticks.

Leaders will always have followers. It seems that at least a half dozen other new hotels around the world are claiming Seven Star Rating.

Apparently, (I haven’t been there yet) the Burj Al Arab offers check-in desks on every floor and Rolls Royce limousine service. Rooms start at $1,000 a night and run up to $25,000.

With luxury like that I don’t expect to hear about an eight star hotel anytime soon. But maybe I’m not thinking big enough yet.

If you are fighting for scraps in the middle of your market maybe it's time to move up-market and claim your Seven Star rating.


George Torok

Marketing Speaker

Canadian Marketing Expert

Canadian Marketing Expert

I’m Canadian and I’m proud of it. And yes my expertise is marketing. Does that surprise you? I’ve been called a marketing expert by both Canadian and international media. They label me as a marketing expert but never as a “Canadian marketing expert”. Interesting.

My book, Secrets of Power Marketing, became a Canadian bestseller within the first six months of publication. That is good for Canadian business. The book is published in at least seven countries at last count. That is good news for marketers around the world.

There’s nothing wrong with being a Canadian marketing expert. In fact there might be an advantage to being a Canadian marketer.

Americans have been accused of being the capitalist pigs of the planet. No question American entrepreneurs have shaped the past millennium – especially the likes of Henry Ford, Andrew Carnegie, Sam Walton and Bill Gates.

It’s been suggested that Canadians have an understanding of the American way of business – fast paced, edgy and short term focused.

The further east you go on the planet the longer the planning seems to be focused. Whereas Americans seemed to be focused on current quarter profits the Japanese are reputed to plan 50 years out.

Canadians are strongly influenced by our American neighbours, (Canadian spelling). And Canadians do tend to better understand and appreciate the perspective of other cultures. The USA has always been known as the melting pot for its citizens. Make everyone the same. Canada is proud of its cultural mosaic. Try to understand and respect the differences. Neither system is perfect but it does lead to different approaches to dealing with people and business.

In Europe, Africa and Asia Canadians are often seen as a kinder gentler American.

Marketing principles are the same around the world. Why? Because there are some undeniable fundamentals about human nature. Marketing tactics will definitely vary around the world because of different cultures, language and religion. Tactics vary within a country depending on the target group.

When I speak to Canadian audiences about marketing they often ask me if I am American. I guess that is because as a marketing expert I am often too edgy for Canadians. When I speak in the USA they always know that I am Canadian. (No I don’t say “eh”)

So yes, I’m Canadian. And yes I’m known as a marketing expert. And I see nothing wrong with that combination.


George Torok
Canadian Marketing Expert
Co-author of Secrets of Power Marketing
Member of the Canadian Association of Professional Speakers
Member of the Canadian Professional Sales Association

PS: Enjoy my Canada Day Articles

Marketing in Brazil

Marketing in Brazil

Marketing is at different phases of development and understanding around the world. Definitions and perspectives vary based on differences in culture, politics and economics.

If you understand Portuguese or are from Brazil, then you might enjoy this Marketing Blog from Brazil.

Rafael M Menshhein is the Brazilian student who hosts this marketing blog.

“In my blog I try to clear people´s minds about this science called marketing, In Brazil marketing is growing up now. Its like a baby recently born and some people think the marketing is the same as publicity. I try to show that marketing is a great science and needs dedication, love and research to do the right thing.”

Visit his Portuguese blog on Marketing in Brazil.



George Torok
PowerMarketing.ca


PS: I don’t understand Portuguese – but I do understand marketing.

PPS: I invite contact from marketing specialists in other countries.