Broadcast
27/2/2024
Podcast studio and immersive storytelling
Podcasts have already made their mark in the fields of entrepreneurship, education and even museums, and since the end of the pandemic, many sectors have evolved... One of these is the luxury tourism sector, which has turned to podcasts as a means of reaching its audience, telling its story and enhancing its customer experience. Marriott International? Four Seasons? AccorHotels? Who has already launched a podcast? And what makes it special? That's what we're trying to find out in this article, which will give you some ideas for your luxury tourism podcasts.
The brand podcast and the luxury sector
Today, virtually all the major luxury brands offer podcast collections, including :
- "Dior Talks and Dior Stories,
- "Confidences particulières" from LVMH,
- "3.55" the CHANEL podcast,
- "Gucci" with English pop legend Elton John,
- "Inspire" by Cartier.
- "Harrods' True Tales of Luxury podcast" from luxury brand Harrods,
- "The Barneys Podcast" from luxury brand Barneys,
- "Gucci Podcast" from luxury brand Gucci.
- "The origins of a legend" by Ferrari
- "The Aston Martin Heritage Podcast from Aston Martin
- "Ghost Stories from Rolls Royce
- "The Art of Silence" Audi's podcast series.
- "The Luxury Item" podcast from McLaren Automotive
- The Lexus "Go and See" podcast.
- "Let's Talk Mercedes" by Mercedes Benz
- "Jaguar Enthusiasts' Club
- "Hypnopolis, BMW's science fiction podcast
- "Future Dimensions - the podcast by Mercedes-Benz
- "My car: the right energy" by Jaguar Land Rover
Even better, some French luxury brands such as Dior and Hublot are already in season 2 and 3 of their brand podcast, but what about luxury tourism brands?
Examples of luxury travel podcasts
Marriott International: pioneer of the luxury travel podcast
A pioneer of the luxury travel podcast, Marriott International has never hidden its love of the podcast.Indeed, with a first podcast published in 2017, well before the pandemic, Marriot and its editorial director Robin Bennefield were already stressing the importance of audio content for the future.This has led them to have today a series of different podcasts including especially :
- About the Journey, 2020, presented by travel journalist Oneika Raymond.
- Travel by design, presented by award-winning journalist Peter Greenberg.
Some of which, like About the Journey, launched in December 2020, regularly reach Apple Podcast's top 50 in the travel category.In addition, a second season is expected to be released, and Marriott hopes to eventually build an entire network of podcasts.The goal was to "speak to new audiences, and the podcast space represents that (...) a younger audience, it represents a more diverse audience," said Bennefield.Marriott Bonvoy Traveler promoted its show in :
- A newsletter with 12 million members,
- iHeartMedia,
- Spotify,
- "Indie podcasters", to find new audiences.
The Four Seasons Hotels and Resort "Take the leap" podcast
Born of a study carried out by the hotel group on the motivations and habits of travellers, the "Take the leap" podcast seeks to offer audio content that responds to a finding made by this study: 95% of those surveyed believe that going on vacation offers them the opportunity to step out of their comfort zone...Available on :
- Spotify,
- Apple Podcast,
- Four Seasons YouTube channel.
The first season of this podcast takes listeners on a tour of :
- 3 influencers, like writer Jessica Nabongo, the first black woman to visit every country in the world.
- 3 presenters like Alicia Miller Corbett - editor of Four Seasons owned media magazine
- 3 different Four Seasons destinations like Florence
Given the scale of this podcast, we can well imagine that the brand doesn't intend to stop there, and that other seasons or even other Four Seasons brand podcasts will soon see the light of day.
The AccorHotels "local voices global stories" podcast
Produced in English, the " Local Voices, Global Stories " series is a podcast that highlights the initiatives taken on a daily basis to improve the quality of life in the communities where Accor is located.7 episodes of the Accor Hotels group give the floor to "Accor Talents", in other words Accor's talents around the world.Each episode lasts 20 minutes and is published every two weeks, highlighting the initiatives undertaken by the Group's teams in local and international communities, and offering a new vision of hospitality.Each episode takes place in a different location:
- The second episode in Los Angeles,
- A third in the Maldives,
- The fourth in Dubai,
- A fifth in Australia.
Luxury brand
Podcast
Description
Marriott International
An example of a branded podcast that links the Marriott Bonvoy Traveler with the theme of travel. Brought to you by travel journalist Oneika Raymond, this podcast aims to inspire its listeners.
AccorHotels
An example of a branded podcast that links AccorHotels to its impact on local populations. Each episode features a unique experience, in a unique location around the globe, with unique guests.
Four Seasons Hotels and Resorts
An example of a branded podcast that links the Four Seasons to the idea of getting out of one's comfort zone through travel. Each episode features a different world, guests and hosts.
InterContinental
This podcast aims to educate and entertain its audience. The podcast talks about Intercontinent's presence in different regions, its involvement in different cultures. The idea is to show Intercontinental as a leader in creating travel experiences.
Hilton
Powered by saxophonist YoLanda Brown, the Hilton Effect podcast is an example of a luxury brand podcast. We meet 10 employees (from the executive vice-president, to the concierge, to the chef), in different parts of the world, and their passion for hospitality.
Wynn Resorts
Official Wynn Resorts Podcasts
A promotional podcast that takes you on a tour of both Wynn Resorts Las Vegas. The podcast offers a chance to meet the people behind the hotel experiences.
The Ritz-Carlton
A brand podcast designed to share the brand's values. In particular, its work to minimize its ecological impact through interviews.
Cambria Hotels
Travel inspired with cambria hotels
The aim of this podcast is to promote the Cambria experience through interviews with the creators of the food, wine and atmosphere of certain hotels. The second season offers an immersion in the American destinations where the chain is located.
Mandarin Oriental's
An example of a branded podcast! Each episode features a new presenter, none other than a well-known writer, who tells a short story (40 min max) about his or her experience in one of the hotels around the world.
Universal parks and resorts
A podcast to promote Universal Studio Park and Universal Orlando Resort with the help of special guests.
- Expert advice,
- Recommendations,
- Exclusive information,
- Behind-The Scenes
Podcast Antigua and Barbuda Tourism Authority
The Beach Is Just the Beginning
A podcast to promote the destination. To show that this destination has more than just beautiful beaches. Already +10 episodes published.
