Advent stories (3) - Marketing for the super-rich

How would you define a market segment that is attracted to a hotel with an $11mn Christmas tree? The Emirates Palace Hotel in Abu Dhabi is one of the world’s few seven star hotels, with the most expensive suites costing over $10,000 per night. They have every facility you could wish for, from private beach to private cricket ground, and they also have a 43-foot high Christmas tree that cost $10,000.

However, it is not the tree itself which is drawing attention at the moment, but the way it has been decorated - with jewellery containing over 180 diamonds, sapphire, emeralds and other precious stones, the decorated tree is said to be worth over $11mn. To emphasise that this is a deliberate marketing strategy, the hotel has confirmed that it has asked the Guinness Book of Records to confirm that this is the world’s most expensive Christmas tree, and that it is following up on other tactics like offering a $1mn Valentine’s Day package and the installation of what was said to be the world’s first gold vending machine. They also confirmed that they have four security guards in the lobby area!