September 16, 2006
Product Naming: Packing My Bags...
Hotels have found a niche market that is longing to be exploited, and which opens up a whole new frontier in product naming: the $11 bil mancation travel industry. Vince Vaughn's character coined the term in the recent movie The Break-Up: "I’m excited. I look at it like I’m on mancation." Think on-demand Porsches, cigars, cold beer, fishing, Jacuzzis and flat-screen TVs and you get the picture. A mancation is a group vacation taken with friends; in this case it references the sacred all-guys getaway.
Hotels and resorts are offering a whole new class of enticingly-named packages meant to cater to the needs of a bunch of guys on a tear. Indeed, hotels have long catered to the female "girls escape," and now hotels are cropping up offering guys all they could ask for, like the Regent South Beach in Miami or the Wild Dunes Resort on Isle of Palms, South Carolina, which offers the "Dudes on the Dunes" package. The Harbor Beach Resort and Spa in Ft. Lauderdale is offering "The Fishing Emanation" (a fishing day complete with cook), and the Jetsettersblog reports that the Fairmont Chicago has a new "Mancation Package" which includes multiple variations including a "Speed Meets Spa" option that melds race car driving with good food and a spa treatment. And for the more adventurous, there’s the Land Rover Golf & Drive Package at Quebec’s Fairmont Le Chateau Montebello — a neat way in which the Land Rover brand name will be put in front of a bunch of good ol' boys who are likely to make up its target market. Count me in.
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