Mövenpick launches global indulgence campaign

With "unique and creative experiences around food and drink," the campaign aims to build a bridge to culture, indulgence and social change. Starting in September 2022, it will run worldwide in Mövenpick Hotels and Resorts under the motto "Indulgence done right". The idea is to indulge yourself and others - but without a guilty conscience.

When vacationers enjoy, they do so thoughtfully and properly. The campaign focuses on authenticity, a playful component, and food as a link to having a good time with others. The aim of the campaign is to position Mövenpick more strongly in the premium segment and reach a younger, pleasure-oriented target group. In addition to the on-site guest experience, digital campaigns via social media are planned. In the Middle East, Mövenpick is focusing on a cooperation in the form of a dinner series with French pâtissier Eric Lanlard.

Consumer study as a basis

A current consumer study serves as the basis for Mövenpick's new campaign. The topic: How do travelers worldwide describe luxury. Time to relax and enjoy themselves was the general consensus. The data and results show that consumers are increasingly looking for unique experiences and are consciously seeking ways to combine health and wellness with the pleasure of good food without compromise. This is also at the core of the Mövenpick philosophy and the Hotels to Indulge campaign. The focus is on a link back to chocolate and a playful visual language, as well as guest experiences involving local gastronomy. Mövenpick aims to evaluate its brand awareness, expand its positioning in the premium segment, improve relevance among its core and younger target groups, and increase guest engagement through simple, authentic experiences - a dining brand that brings people together and stirs emotions.

"Hotels to Indulge will inspire travelers to visit Mövenpick hotels and enjoy their stay, as indulgence is at the forefront and guests will encounter it again and again while at the hotel - from the daily Chocolate Hour at Mövenpick hotels to the brand's initiatives to preserve our environment. The campaign is a heartfelt invitation to our guests to satisfy their appetite for love, connection, curiosity and pure life when staying with us," said Alexander Schellenberger, chief brand officer of parent company Accor. Mövenpick founding father Ueli Prager knew back in 1948 that simple and authentic experiences are the ingredients of the recipe for success: "We don't do anything extraordinary. We are successful because we do ordinary things in an extraordinary way."

Use of the "Cake-Boy

In the Middle East, guests can enjoy exclusive delicacies created by renowned pastry chef Eric Lanlard, aka "Cake-Boy. In the United Arab Emirates, for example, Mövenpick Resort Al Marjan Island is inviting food influencers and content creators to an indulgence weekend with Eric Lanlard, where they will participate in chocolate masterclasses, sweet experiences and a dinner. A similar series of events is planned in eastern target markets. A Mövenpick Chocolate Hour, developed exclusively by Lanlard for the campaign, will be offered at 15 of the brand's hotels in the Middle East, Africa and Turkey.