Face-to-Face: Nigel Bolding, founder & CEO, Chic Collection
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What gave you the impetus to transform Chic Collection from coffee table books to an online travel company?
In many ways we had no choice. When the global economy imploded in September 2008 the landscape changed forever. People stopped buying books, the internet got quicker and hotels had no money…so they got better at using the web as well. After some 500,000 copies of the books we had a fabulous network of chic hotels globally and a growing number of independent travellers so we were in an excellent position to connect the two. We had been receiving an increasing number of enquiries from readers of the books at the same time as hotels were asking for marketing support. I sensed there was an opportunity to offer a more flexible marketing platform to these hotels as well as offering solely hotel advice to travellers.
What’s unique about Chic Collection?
Our publishing DNA means that we are exceptionally good at content. We have a network of good writers globally that we have worked with for 10 years as well as a loyal base of consumers so I felt that whatever we did would have to be content focused and experience focused. Hence we divide our hotels by theme rather than destination. There is a movement towards casual informal luxury and this is not just based on the traditional star rating system so for us Its a Feeling not a Formula defines what we do.
What’s your target market and why and how does Chic Collection tap into the new-generation of travellers emerging?
We have 2 different target audiences. Young couples pre kids who have a high disposable income before they start a family. Generally we find there is a 21 year gap before they start to ease back on work commitments and start to travel more frequently. That’s not to say that we don’t work with families but generally the travel needs are different. Our new website launching in September will be totally mobile responsive with a new booking engine so that all bookings can be handled on the move. We also work with influential bloggers globally and by making travel fun we feel we can appeal to all generations.
What’s your social media strategy and how does this meet the needs of today’s on-the-go travellers?
There is a complete shift away from traditional advertising and we will channel our marketing funds into social media and content ‘amplification’. We can never compete with larger, tech savvy OTAs but we can lead the field in content and storytelling. Each hotel is a destination in itself but needs to be brought to life with good editorial and smart social media. Bloggers [or influencers] can make a big difference these days, if you work with the right people. Again, travel is fun and let’s not forget that. It’s a relief for most people to get away from work and routine so we can really help these travellers make informed decisions.
What are the top travel trends you are noticing?
People are moving away from formal luxury and seeking out hidden gems. If you take the China market as an example they used to visit the old style branded hotels in big numbers and play it safe. Now they are looking for ‘bragging rights’ as well as social media opportunities. I think ILTM Asia earlier this month surprised everyone at the speed at which the outbound China market is changing and getting more sophisticated. I recently had a meeting with potential China partners and guess where we held it? Nairobi. They were looking at hotel opportunities there for the Chinese wedding market. Also I was in New York recently at the newly opened Edition Hotel. This is a great example of a new brand that is spot on – laid back luxury.
What’s your growth strategy for the company?
China. Technology. Content. These 3 areas will define the next decade of travel. The number of sophisticated travellers coming out of China is growing at an alarming rate. Technology is central to all that we do in terms of making hotels accessible 24/7 and no matter what you are doing. We generally find that once someone has made up their mind to travel they want to get the arrangements done and confirmed quickly – no matter the time frame. And finally content will make the difference between Chic Collection and booking.com
Can the trade book through your site too?
We do have a GDS code – FF. This stands for our mantra of Its a Feeling not a Formula so yes agents can book our member hotels online. The new web site will also have a separate area for agents who will also be able to sign up for our new trade newsletter. I have a feeling that Chic Collection could be a really valuable travel resource for the trade.
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