Going Luxe in Lauderdale

I love a Destination Marketing Organization that goes against conventional wisdom (and the seemingly self-imposed rules that limit so many of us). And, Fort Lauderdale does that with regularity.

Case in point: Their new new TV campaign and microsite: Lauderdale Luxe. As everyone else seems to be targeting consumers on a budget with hotel deals and cut-rate packages, the Greater Fort Lauderdale CVB plays to their emerging strength as a luxury destination. And, why not? That's where the money and the future image of the destination reside.

14 hotels are featured...and promoted as being part of the Luxe package by "invitation only." Hell yeah.

But it's that "invitation" thing that intrigues me. How does a DMO feature a subset of its industry partners without incurring the wrath of other hotels? Easy...the Luxe hotels all share a common irrefutable truth. They all have earned a four-star, four-diamond or better ranking, and boast a full-service restaurant and on-premises spa or dedicated/contracted services.

Worried that the whiners will pitch a fit? Set the bar high. Your customers will love you for it.