Your partner is obsessed with tennis, and you book the entire Wimbledon stadium as a birthday gift. No other audience watching the game, but just both of you.
Getting down on one knee—not on earth but around the moon.
The common thing in both instances is the exclusivity. As human beings, we always want to feel special and exclusive. Something that is only for us and not for anybody. And when a top-notch global entrepreneur commits to offering exclusivity as a way of living, the quality of the service will be supremely fine.
Hype Luxury Mobility co-founder and CEO Raghav Belavadi, in a recent podcast with Luxury Connect Business School, shared his thoughts on exclusivity and how essential it is in the luxury industry and how Hype Luxury provides exclusivity to its customers.
Booking a ride with Hype Luxury is not a click-away task or sort of an on-demand kind of service. It is not transactional at all. An entire team sets on the job to curate an impeccable experience for the Hype Luxury customer.
Raghav also detailed the private jet experience at Hype Luxury. There is no seat sharing, and the service is exclusive to the most elite people in the world.
As Raghav says in the podcast, traveling with six strangers in a private jet is equal to travelling in a government bus.
The important luxury marketing lesson here is to choose whom you want to sell rather than selling it to whoever comes in your way and ends up disrupting the premium line.
The company’s Presidentè program is the classic example of demonstrating exclusivity and choosing your customer vs. selling to a flock.
An invite-only program where customer profiles are scanned, their spending patterns, and the expenditure incurred on Hype Luxury rentals are checked.
The Presidentè members have exclusive access to the new cars added to the fleet. Customers consider it a matter of pride and prestige to be a Hype Presidentè member.
The limited availability of a service or product makes it more attractive and in demand. Delivering those exquisite experiences in mobility is what gives the adrenaline rush to Raghav.
Super impressed by these ideas, the host fondly called him the Ferrari of luxury mobility.
