Luxury does not need to be expensive: planning an executive leadership event

Calvin Klein once said, ‘Luxury does not need to be expensive.’  

As we highlighted in our previous blog, ‘The changing face of luxury in corporate events,' the interpretation of luxury has changed through the years.   

Nowadays, especially after the pandemic, the concept of luxury has moved away from owning to being, from buying to experiencing, all with a very personal and less formal approach.  

In the last couple of years, people’s lifestyles have been disrupted. It is no surprise that values, priorities, and spending habits have been reassessed.   

Does this represent a downfall for luxury?  

Luxury is no longer a matter of money; it is more about its immaterial value and quality. People are no longer looking at luxury to express their lifestyle or social status. They now want to live immersive experiences; they want to be part of that event where the small touches, the details, and the personalisation, create real luxury.  

But, when it comes to event planning, especially with executive leadership events, how do we deal with the concept of luxury?  

Let’s analyse how an event agency, like Eventful, can help you with this. 

Conscious luxury

Now more than ever, luxury brands and services need to evolve and be aligned with the values of Millennials and Generation Z consumers, as they are the ones driving 85% of the global luxury sales growth. Today’s younger generations are more conscious of their buying behaviours and their social and environmental impact. They are now more likely to purchase a service or product that resonates with their own personal values and beliefs.   

Sustainable luxury is the future. High-end brands and businesses now need to keep up with the growing trend towards ethical and sustainable luxury. The events industry is not excluded from this need for drastic sustainable change.   

Executive leadership events, for example, can require a significant amount of luxury. From 5-star-hotels and business/first-class travel to private spas or Michelin restaurants for exclusive use. Today, although some things may still be the same and executives may want to have their meetings in unique and dreamy resorts, event planners are looking more into local vendors and venues with sustainable values.   

Now the focus is not just on the venue that hosts the meeting. It is also on the impact that the event can have on the local community and environment.   

Furthermore, incorporating a philanthropic cause into your event gives attendees a better sense of purpose. Instead of the usual activities, participants want to live authentic and compelling CSR experiences while interacting with and helping the local community.    

Luxurious content

Whether you are planning a small meeting, an executive leadership event, or a conference, it is always essential to keep the audience engaged. The event needs to be interactive, stimulating, and, most of all, inspiring.  

This is how we define ‘luxurious content.’   

Planning, organising, and managing an event are important tasks, but this should not come at the expense of creativity. According to research, one of the major factors leading to unsuccessful events is a lack of content creativity. If a conference, for example, is perfectly managed but uninspiring and bland, attendees will soon forget that they even participated in that event.   

And you do not always need to create something from scratch. According to the “Skyscraper Technique,” the best way to provide the greatest value is to find already existing content that has been the most appreciated by your audience.  

Creating an engaging and insightful quality content strategy is what can truly make a difference for your next event.  

Small touches, great luxury

The destination, the venue, the content, and the activities are the main ingredients of a luxury event. But there is something that needs to be added to this ‘recipe’ to create that unique experience: personalisation.  

Personalisation is about the small touches, the attention to detail, and white-glove service. It is the key to recreating that exclusivity and authenticity that adds value to the attendees’ participation. Here at Eventful we have a rich history in organising these unique experiences. 

Whether it is a letter or a special gift delivered in the room, a personalised pre-/post-event communication, or a unique bespoke experience, personalisation can really turn your event from ‘ordinary’ to ‘special.’   

Here at Eventful, we strongly believe in the balance between luxury and sustainability. So, if you need support in planning your next event, contact us today!