Belmond has unveiled a virtual travel experience as part of its new creative campaign, Tomorrow Time.
Travel Dreams – the Augmented Reality (AR) filters designed for Instagram – was launched during a digital event hosted by the group’s Senior Vice President of Brand and Marketing, Arnaud Champenois. This is the first time a luxury travel brand has harnessed AR technology in this way, allowing followers to transport themselves in a virtual environment to one of Belmond’s 46 destinations around the globe.
“The challenge of today’s global pandemic will not stop us from re-imagining the future of luxury travel. If anything, it has encouraged us to go further and evolve faster,” says CEO and President, Roeland Vos. “Since the outbreak began, our colleagues have shown countless acts of kindness, devotion and selfless care. And there have been many remarkable moments of innovation. I want to thank our teams around the world for their tireless dedication and support throughout this time, and as we look ahead now to the first phase of reopenings, I know that our guests will once again experience moments of magic.”
Users of Instagram stories can now decide where their next travel trip will take them by putting their fate in the hands of technology; Belmond has co-developed a Travel Dreams filter that asks ‘’Which Belmond destination are you dreaming of?’. The randomising system then takes the user on a journey through each property before transporting them to their destined destination – whether that be sitting on the terrace overlooking Mount Etna at Belmond Grand Hotel Timeo, riding aboard the art-deco carriages of Venice Simplon-Orient-Express, or cooling off by the pool at Belmond La Residence d’Angkor in Siem Reap.
The Instagram filter is downloadable directly from the ‘effects’ tab on Belmond’s Instagram account and can be used across all social media platforms, including Instagram, Twitter, Facebook and LinkedIn.
“Belmond has a history of breaking new ground in the luxury travel industry, from pioneering new destinations to the reinvention of its now-iconic luxury sleeper trains,” says Champenois. “With wanderlust rising among consumers during this unprecedented time of stillness, we have been exploring innovative new ways to engage with our followers and nourish the desire for travel and adventure, until our guests can travel with us again. We believe many luxury travellers look to Instagram for travel inspiration – like the new ‘Lonely Planet’ – and we wanted to create a playful way to keep the travel dream alive as part of our Tomorrow Time marketing strategy.”
There’s also individual property filters for each of Belmond’s 46 hotels, trains, safaris and river cruises, meaning users can share the virtual visit to their favourite destination with their followers – sipping a Bellini at Belmond Cipriani Hotel in Venice or exploring the Iguassu waterfalls at Belmond Hotel Das Cataratas – by using the filter on that specific property’s Instagram profile.
To help turn these travel dreams into a reality, Belmond has launched the Tomorrow Time Travel Pass – a virtual or physical gift card redeemable at any of its properties, with no expiration date and an extra 20% topped up by the brand. And guests won’t have to wait long to use it, as Belmond has announced its intention to open Belmond Hotel Splendido and Hotel Cipriani on June 19, 2020, and for Venice Simplon-Orient-Express to resume operations from July 8, 2020.
The following properties are also among those scheduled to reopen this Summer:
Belmond Charleston Place – June 25, 2020
Belmond Hotel Caruso and Grand Hotel Timeo – July 1, 2020
Belmond Cadogan Hotel – July 4, 2020
Belmond Le Manoir aux Quat’Saisons – July 14, 2020
Belmond will continue to follow the latest guidance from governments and world health authorities. All opening dates are subject to ongoing review.
