The LUXE Report 2025 - Report - Page 6
5. Position with Bold Clarity
Finally, Markus stressed the importance of positioning
with conviction. To succeed in luxury, you must be first in
something.
“Think about where you can truly be world-class, or
better yet, world-first,” he urged. “Desire is built on
distinctiveness, not by trying to be everything to everyone.”
He pointed to Patek Philippe’s timeless campaign –
which uses the tagline “You never actually own a Patek.
You merely look after it for the next generation.” – as an
example of razor-sharp positioning built on emotion and
legacy.
define what makes them unique and own it with confidence.
Kramer cited The Jungfrau in Switzerland, which positioned
itself simply as the “Top of Europe,” a bold claim that has
attracted millions of visitors and anchored the value chain
for an entire region.
Kramer ended his keynote with a challenge to the audience:
to think less like event planners and more like brand
builders. The future of luxury, he concluded, will not be
defined by extravagance, but by experiences that spark
meaning, shape culture, invite co-creation, and deliver true
elevation and distinctiveness.
Hotels, destinations and event agencies should likewise
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