Need to Know
23 : 08 : 23

By Marta Indeka, Gabriela Białkowska and Simar Deol

Bugatti’s hyper-personalised Chiron model, W Costa Navarino awarded for supporting LGBTQ+ guests and Netflix tops Coolest Brands list for Gen Alpha.

In today's news:

Bugatti’s hand-crafted Chiron model celebrates heritage and creativity

W Costa Navarino earns world’s first IGLTA accreditation

Stat: Beano Brain reveals Coolest Brands list for Gen Alpha in 2023

Bugatti’s hand-crafted Chiron model celebrates heritage and creativity

The Chiron Super Sport Golden Era by Bugatti, France

France – Personalisation does not cut it any more – it is hyper-personalisation that consumers expect. French car-maker Bugatti got the memo, introducing a hand-crafted model as part of the brand’s Sur Mesure customisation programme.

The Golden Era Chiron Super Sport model is a masterpiece on wheels, paying homage to Bugatti’s 115 years of history through design cues and a hand-painted body. It took 45 pencil-drawn sketches to achieve the finished result, and while the unique car is for one client to enjoy, the brand has captured the 24-month long process in a making of campaign magnifying the technical and creative prowess.

‘We knew there were easier and faster ways,’ explains Jascha Straub, lead designer for Sur Mesure. ‘But there is only one priority with a Bugatti – and that is to deliver a simply flawless and timeless finish.’ This initiative strengthens Bugatti’s commitment to fulfil bespoke projects and the lengths to which the auto-maker is willing to go to make them a reality. Just as the Golden Era acts as a retrospective of Bugatti’s legacy, we are witnessing luxury brands refocusing campaigns on savoir-faire and artisanship.

Strategic opportunity

Take cues from Bugatti’s ultra-bespoke offering. By adding unique touches to an existing car, the brand is showing its deep-pocketed customers that they can dream big, while seizing the marketing opportunity to exhibit savoir-faire

W Costa Navarino earns world’s first IGLTA accreditation

W Costa Navarino, Greece

Greece – The W Costa Navarino in Greece, part of Marriott International’s W chain, has become the first recipient of the IGLTA-accredited certificate for its proactive support of LGBTQ+ guests. The hotel implemented a range of practices, including staff sensitivity training on inclusivity, gender-neutral amenities and genuine systems of support for the LGBTQ+ community.

IGLTA accreditation recognises hotels that consciously cater for the queer travel market. It was unveiled in June and is open to applications from hotels and accommodation providers worldwide. It was created with the intention of building a community and movement of organisations globally that champion LGBTQ+ inclusivity.

While not catering for families with children under 12, the hotel’s efforts earned it the IGLTA-accredited recognition, which acknowledges hotels that genuinely welcome LGBTQ+ guests through their actions. As the first such accreditation globally, it aims to provide concrete evidence of a hotel’s commitment to LGBTQ+ inclusivity, and create a safer and more welcoming environment for both staff and travellers, something we track in our LGBT+ Travel Market report.

Strategic opportunity

Developing policies that are more inclusive and welcoming not only fosters a safe environment for marginalised communities but is an important financial strategy as travel among communities, such as queer families, is on the rise

Stat: Beano Brain reveals Coolest Brands list for Gen Alpha in 2023

The Girl Scouts USA rebranding by Collins, US

UK, US – Beano Brain, a kids insights consultancy from Beano Studios, has compiled a 2023 Coolest Brands list for Gen Alpha based on observations and panels. With over 120,000 responses from children aged 7–14, the list showcases brands that resonate with Gen Alpha’s sophisticated preferences and pragmatic adoption.

YouTube, Netflix and McDonald’s continue to lead as last year, with Netflix edging YouTube for the top spot this year. Nike made a significant jump from eighth to fourth place in the top 10. Brands equally appealing to both gender, like Nike, are unsurprisingly favoured. Similarly, Nintendo’s successful attraction of girl gamers through pastel colour options and games like Animal Crossing and Super Mario Bros puts it in sixth place out of the UK’s top 25. Within gaming, the research also finds that 61% of UK girls think Roblox is cool, versus 54% of boys, showing the growth of the girls’ gaming market.

Overall, 29% of the coolest brands were food and drink, 26% retail and 23% gaming, tech and social, highlighting the brands that are successfully aligning themselves with Gen Alpha values, something we look at in The Zalpha Reckoning.

Strategic opportunity

Top brands across the list are those that transcend gender and appeal to everyone because of their overall brand image. Businesses need to adopt this strategy, especially as younger generations are comfortable living in a more gender-fluid society