An engagement ring available at Doyle & Doyle
Mandarin Oriental New York is targeting couples on the brink of their engagements with a romantic package that lets them search for the ideal engagement ring.
The “Engaging Escape” package features thoughtful accommodations that cater to couples along with an exclusive excursion to jeweler Doyle & Doyle for a private consultation. Through their involvement at the beginning stages of a marriage, Mandarin Oriental is likely looking to capitalize on the couple’s milestone, which may lead to future bookings for wedding arrangements and anniversaries to come.
“The Mandarin Oriental client is the same as the Doyle & Doyle client,” said Elizabeth Doyle, co-founder/co-owner of Doyle & Doyle, New York. “They are customers who are searching for our product and experience some of them have just not yet been introduced to us.
“By offering this package, we hope to reach the Mandarin client who has not yet met us,” she said. “We think this package will resonate particularly well with global customers.”
Put a ring on it
The Mandarin Oriental’s Engaging Escape package includes a two-night stay in the hotelier’s suite overlooking Central Park or the Hudson River and the city skyline.
Each morning the couple can enjoy an American breakfast for two either in-room or at the property’s Restaurant Asiate.
Mandarin Oriental New York suite with a Central Park view
During their stay, the couple will be driven by private sedan for a private consultation at jewelry boutique Doyle & Doyle located on West 13th Street. The jeweler offers consumers a hand-selected collection of vintage, antique and estate jewelry in addition to a contemporary collection designed by co-founder Elizabeth Doyle.
At the consultation, Mandarin Oriental guests will meet with Ms. Doyle, or her sister, co-founder Irene Pamela Doyle, who will share a Champagne toast as the couple is walked through the showroom by an associate. Engagement rings available at Doyle & Doyle, as of press time, range from $485 to $50,000.
Interior of Doyle & Doyle boutique
As travel becomes increasingly experiential, hotels will need to offer one-off programs and packages to keep consumer interest and generate loyal guests.
“There is an increased trend of couples shopping for engagement rings together,” Ms. Doyle said. “This package will connect with people who are looking for a full engagement story.
“The engagement moment has expanded into an engagement journey that the couple shares together,” she said. “This is about crafting the experience for a couple as they embark on their life together.”
Once the ring is selected, the couple can retreat to the Spa at Mandarin Oriental for a three-hour treatment. The “Couple’s Escape” spa treatment includes a bath customized with the hotel’s signature essential oils, a side-by-side massage and a Five Element Bento box lunch in the Spa Suite.
Mandarin Oriental New York’s VIP Spa Suite
The two-night stay can be booked for a starting price of $4,025 until March 31, 2015, giving couples ample time to organize the details of the stay and proposal. Engagement rings are not included in the price of booking.
Unique impressions
Partnering with a jeweler can leave a lasting impression on guests who stay at a property during a personal or cultural occasion.
For example, The Peninsula Hotels’ United States properties in Beverly Hills, CA, Chicago and New York offered a Chinese New Year package for the month of February that provided guests with a taste of Chinese culture and touted the hotel chain’s services.
Guests who selected the Chinese New Year package received an array of perks that appealed to the affinities of affluent guests regardless of nationality as well as an exclusive experience at French jeweler Van Cleef & Arpels’ local boutiques. The Peninsula paid particular attention to the comfort of its Chinese guests staying for the holiday by offering culinary and entertainment amenities (see story).
Mandarin Oriental has created other packages that fete the New York property’s luxury stature through exclusive experiences.
For instance, New York’s Time Warner Center leverages its luxury assets for a 10th anniversary celebration package.
The three-day, two-night package explores the luxury atmosphere of Central Park and the Upper West Side with stops at Lincoln Center, Michelin-starred restaurants and many retailers. New York can overwhelm outsiders, so the package may appeal to affluent consumers who want a heavy dose of the city in a highly-curated manner (see story).
Just as affluent travelers seek out unique experiences, the same can be said for sentimental jewelry pieces.
“The Mandarin Oriental guest seeks out exceptional experiences,” Ms. Doyle said. “Our customers are on a quest to find their ring- a ring like no one else’s.
“[Affluent consumers] are searching for the unique and exquisite in both their ring and in the experience of becoming engaged,” she said. “The guest lucky enough to choose this package will have a one-of-a-kind engagement memory.”
Final Take
Jen King, editorial assistant on Luxury Daily, New York