Today we meet Julie Wagner, a highly accomplished Marketing Executive with an international background in luxury, lifestyle and hospitality marketing, brand management and product development. In her tenure at BHCVB since 2010, Julie has proven her ability to increase brand and name recognition, penetrate new markets, and create effective holistic marketing strategies. In this interview Julie shares with us some of the exciting development plans for Beverly Hills, how she envisages technology and digital experiences influencing the future of luxury travel, advice for emerging luxury travel destinations and much more……..
What new luxury offerings does the city of Beverly Hills have?
The Beverly Hills Conference & Visitors Bureau (BHCVB) recently announced an unprecedented influx of new luxury retail and restaurants, alongside highly anticipated hospitality and residential developments which was incredibly exciting as the city is also celebrating 110 years. The city’s dynamic energy has continued to attract award-winning talent across various industries. In the food and beverage sector, renowned chefs like Daniel Boulud and Evan Funke are making their Beverly Hills debuts, joining culinary icons such as Wolfgang Puck, Nobu Matsuhisa, and Kazunori Nozawa. Additionally, global luxury brands like Hudson Bay Company (owner of Saks Fifth Avenue) and Centric Brands (Favorite Daughter, Joe’s Jeans) are revitalizing the city’s renowned retail landscape. BHCVB helped introduce new hotels, private clubs, culinary experiences, and transformations of existing hotels with some to note below.
New Hotels and Residences:
- The One Beverly Hills (opening 2027): Located near Rodeo Drive and Santa Monica Boulevard, this masterplan includes: A luxury Aman Hotel with 78 all-suite guest rooms, Aman-branded residences in two towers and a 100,000 squarefoot Aman Club, featuring a private members club and botanical gardens
- The Rosewood Residences Beverly Hills (opening 2024): Featuring 17 ultra-luxury residences designed by Thomas Juul-Hansen.
Read our review of the best hotels in Beverly Hills
Hotel Transformations:
- L’Ermitage Beverly Hills: Unveiling a design transformation in late 2024, it will feature new interiors by Champalimaud Design’s New York-based studio, along with a new bar and restaurant offering coastal Italian cuisine by James Beard award-winning Chef Tony Messina.
- Beverly Wilshire, A Four Seasons Hotel: Following multi-billion-dollar renovations in 2022, it will debut refined spa facilities and small meeting rooms.
New Private Club:
- Gravitas: Opening this year, Gravitas is an exclusive club offering curated amenities and culinary experiences.
New Restaurants:
- Novikov – London favorite opens its doors in Beverly Hills with a breathtaking indoor/outdoor ambience that can only be had in Southern California.
- Negroni – The recently opened Negroni Sushi Bar and Bistro is a place for friends and family either as a friendly meeting spot during the day, or a warm and candle-lit atmosphere, with a sexy bar, during the night
- Marea – New York’s award-winning Italian culinary institution will be opening its doors in Beverly Hills sometime this year.
How has the Beverly Hills Conference & Visitors Bureau (BHCVB) adapted its offerings and strategies to cater to the evolving expectations of luxury travelers in recent years, especially following Covid?
The pandemic reshaped the landscape of travel, and the City of Beverly Hills has continuously adapted its offerings and strategies to meet the evolving expectations of luxury travelers.
Firstly, our city collaborated with local hotels, restaurants, and attractions to enhance health and safety measures by implementing rigorous sanitation protocols, contactless services, and wellness-focused amenities to ensure travelers’ safety and comfort. Secondly, we had a digital transformation by embracing different technologies, we integrated virtual tours, digital concierge services, and personalized online itineraries, offering a seamless and customized experience from planning to enjoying their stay. Finally, we emphasized spending time outside on self-guided, themed walking tours that really give travellers insight into the highlights of the city, depending on their personal preferences.
Lastly, our city strengthened its commitment to eco-friendly practices by developing a long term 90210Zero plan which lays out the roadmap to becoming carbon neutral (in alignment with the State of California goals) by 2045 which includes partnering with local businesses on green initiatives, offering sustainable accommodations, and promoting responsible tourism, in response to the growing demand for environmentally conscious travel.
Can you share any upcoming initiatives or projects that the Beverly Hills Conference & Visitors Bureau is particularly excited about for 2024?
Beverly Hills will be showcasing the creativity of AI-inspired designers, featuring images that capture the spirit of Beverly Hills in unique settings. More details will be shared soon, so stay tuned.
In your opinion, what distinguishes Beverly Hills as a premier luxury destination compared to other high-end travel locations around the world?
Beverly Hills has long been synonymous with opulence and elegance, offering an unparalleled lifestyle experience that combines world-class hospitality, exquisite dining, high-end shopping, and a vibrant cultural scene. I am inspired every day to witness firsthand and contribute to the city’s ongoing allure. The legacy of Beverly Hills as a premier destination is sustained by its ability to adapt and innovate. Our hotels, from timeless classics to contemporary newcomers, provide visitors with a variety of experiences that cater to diverse tastes and preferences. The continuous reinvestment in our hospitality sector ensures that Beverly Hills remains at the forefront of luxury travel.
As leisure travellers seek out destinations that offer unique and memorable experiences, cities like Beverly Hills set a benchmark for excellence that resonates globally. This, in turn, stimulates broader travel trends, encouraging other destinations to elevate their offerings and contribute to the overall growth of the travel industry.
How do you envision the role of technology and digital experiences influencing the future of luxury travel and hospitality in Beverly Hills?
Technology and digital experiences are significantly enhancing convenience and exclusivity in Beverly Hills’ luxury travel and hospitality sector. Advanced AI and data analytics enable hotels and retailers to offer highly personalized experiences by tailoring services to individual preferences, a trend evident across various partners.
For instance, Saks Fifth Avenue’s Fifth Avenue Club uses customer data to provide curated wardrobe selections and private styling suites. One Beverly Hills will be integrating IoT devices, transforming hotel rooms into smart rooms where guests can control features via smartphones or voice assistants for a seamless experience. This project will also incorporate sustainable building practices and smart energy management systems, reducing environmental impact while maintaining high luxury standards. The Mandarin Oriental Residences utilize mobile apps and kiosks for efficient check-in and check-out processes. Additionally, many luxury hotels in Beverly Hills employ AI-powered chatbots and virtual assistants to offer 24/7 personalized support.
Technology and digital experiences are pivotal in shaping the future of luxury travel and hospitality in Beverly Hills. By leveraging advanced technologies, the city enhances personalization, convenience, and exclusivity, thereby maintaining its status as a premier destination for luxury travelers
What advice would you give to emerging luxury travel destinations aiming to establish themselves as leaders in the industry?
First and foremost, focus on authenticity. Cultivate and highlight the unique aspects of your destination that differentiate it from other luxury locales. Whether it’s cultural heritage, natural beauty, or exclusive experiences, ensure that these elements are preserved and showcased in a way that resonates with discerning travelers.
Secondly, prioritize exceptional service. Luxury travelers seek personalized, high-quality experiences that cater to their individual needs and preferences. Invest in training and development for your hospitality staff to ensure they can deliver unparalleled service and create memorable moments for your guests.
Thirdly, leverage technology to enhance the guest experience. From seamless booking processes and personalized digital concierge services to incorporating sustainable practices and smart technologies in your facilities, staying ahead of the curve with innovative solutions will set you apart.
Finally, build strong partnerships within the industry. Collaborate with top-tier brands, influencers, and media to elevate your destination’s profile. Engaging in strategic marketing campaigns and participating in international travel and tourism events can significantly boost your visibility and credibility in the luxury market.
I’m incredibly proud to represent the City of Beverly Hills and lucky enough to be supported by renowned partners.
Luxury is highly subjective – what does it mean to you personally?
Luxury to me personally transcends opulence and extravagance. Luxury is about creating customized experiences to fit every lifestyle and preference and sense of belonging. It embodies a blend of impeccable quality, personalized service, and attention to detail that enables me to enjoy the incredible offerings that are unique to the destination.
In Beverly Hills, we see luxury as a lifestyle that encompasses not just material wealth but also cultural richness, wellness, and the art of living well. It’s about the sense of exclusivity and privacy, where every detail is thoughtfully curated to cater to individual tastes and preferences, while at the same time providing enough flexibility so each traveller feels connected. From the bespoke shopping experiences on Rodeo Drive to dining at world-renowned restaurants and staying in iconic, impeccably designed hotels, luxury in Beverly Hills is about providing unparalleled experiences that leave a lasting impression.
Ultimately, luxury is about creating a sense of wonder and delight, where every encounter is memorable, and every service exceeds expectations. It’s about crafting moments that are cherished long after they are over, and that’s what we strive to offer in Beverly Hills.
What is your life motto – if you have one?
Kindness and humility are the most rewarding gifts to give.
Discover more: Beverly Hills Conference & Visitors Bureau
