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Astrid Oberhummer establishes “Lobster Experience”

( Hotel agency for exclusive hideaways around the world – friendly team with bespoke sales and marketing strategies.

“Lobster Experience GmbH” is raring to go. The agency was founded by Astrid Oberhummer, who has been a successful strategist and agent for renowned, exquisite hotels’ sales and marketing activities for many years.

The new agency does not change the portfolio she has managed to date – all of the listed hotels, which include Sir Richard Branson’s “Virgin Limited Edition” and “The Breakers” (Florida/USA), will be managed by “Lobster Experience” in future. Astrid Oberhummer’s team will also remain the same. “Lobster Experience” sees itself as a hotel agency which offers luxury hotels comprehensive services in Europe.

“After gathering some 15 years of experience in the international luxury hotel business, I have now plucked up the courage to go self-employed with ‘Lobster Experience’,” says Astrid Oberhummer. “‘Unique Experiences Touristik GmbH’, which I ran as managing director since it was established in 1998, started out as an international sales and marketing agency for Frégate Island Private, and it will continue to fulfil this role. However, over the years, there has been strong demand from exclusive hotels for a professional European hotel agency, so I decided it was time to set up my own business in line with my philosophy and my goals.” Astrid Oberhummer and her team will continue to be responsible for all sales activities for German-speaking countries in Europe on behalf of the private island in the Seychelles.

The name “Lobster Experience” is meant both as an endearing reference to the owner’s name (which roughly translates as “top lobster”) and as a reference to the sea creature. With its fascinating abilities, the lobster is a pertinent symbol of the agency’s philosophy: it is adaptable, flexible, highly sensitive, and has a long life expectancy. Its name also stands for luxury and connoisseurship.

“The lobster is also known as the ‘knight of the seas’ and can be found all around the world. It is fast, can swim backwards, and is flexible, adapting to the demands of its surroundings,” says Astrid Oberhummer. “With its many talents and its global status as a gourmet dish, it provides an excellent name and symbol for our agency. Lobsters also live for a long time, and we intend to work with and for our clients for many years to come.”

“Lobster Experience” stands for bespoke strategic consulting, personal client care, friendliness, outstanding contacts in the industry worldwide, and professional implementation. The agency acts like the hotel’s own sales office, taking care of all sales and marketing activities, always tailoring its services to suit each individual hotel.

Its portfolio is extensive and includes: giving personal presentations to selected travel agents and tour operators (focusing on leisure, MICE and corporate) and updating such presentations, attending relevant trade shows (ITB, IMEX, ILTM, World Travel Market, etc.), maintaining all relevant contacts with other members of the industry, mailing promotions, cross-selling, media planning, and B2B/B2C customer relationship marketing. “Lobster Experience” is also focusing on expanding the field of cooperative marketing with companies from the lifestyle sector. A new CRM (customer relationship management) program developed specially for “Lobster Experience” guarantees flexible and fast workflows in all areas, enables direct access from anywhere in the world, and allows the hotel agency to operate as a virtual company.

“Unlike other sales and marketing agencies, our core competence does not focus solely on the German-speaking part of Europe. Instead, it encompasses all of Europe and Russia. We have excellent contacts with the industry in all key markets, allowing us to cover the whole region,” says Astrid Oberhummer. “Our intelligent software enables all employees and partners access to our system, regardless of where in the world they are at the time or where they live.”

“Lobster Experience” provides its clients with a single port of call for all services: for example, if a client is looking for PR agencies in the various countries, the firm looks into the options, screens the agencies in its pan-European network and presents appropriate solutions. The individual contracts are concluded directly with the client; the hotel agency handles all further cooperation for the market in question. The same applies if a hotel would like its own sales office in a key market. On request, each hotel is allocated its own telephone number at “Lobster Experience” and it goes without saying that staff working on the project uses the hotel’s own business cards and headed paper (private label sales).

The sales and media roadshow “Around the Globe” is already an established event with more than 20 selected hotels from around the world taking part. The show tours major cities in German-speaking Europe and will be staged for the third consecutive time in 2007. There are plans to expand the roadshow to cover the whole of Europe by the name of “The Global Flying Circus Trade & Media Roadshow”. What makes this event so special is that “Lobster Experience” organises everything – from hotel bookings for each delegate to the private jet which takes the delegates to the different cities.

“Lobster Experience” has some of the world’s most dazzling hotels on its books. Its clients currently include: Sir Richard Branson’s “Virgin Limited Edition”; “Ananda in the Himalayas” (India) and “Shanti Ananda Maurice” (Mauritius); “Danai Beach Resort & Villas”, “Grand Resort Lagonissi”, “Elounda Beach” (all in Greece); “Stademos Hotels Ltd” (Cyprus); “L’Albergo della Regina Isabella” (Italy); “Aria Hotel Prague” and “Golden Well Hotel Prague” (Czech Republic); “Emirates Hotels & Resorts – Emirates Al Maha Desert Resort & Spa” (Dubai); “The Breakers” (Florida, USA); “The Sarojin” (Thailand); “Coco Collection” (Maldives); “Frégate Island Private” (Seychelles).

“Lobster Experience” was founded in 2007 by Astrid Oberhummer and Andreas Müller, who holds a 50% stake. Andreas Müller has been successfully advising companies on all aspects of marketing and IT optimisation for over 15 years with his own consulting firm. Together with Astrid Oberhummer, he is responsible for active client care, sales and marketing strategies, developing trend analyses, and monitoring the competition. In addition to this, he develops and oversees the hotel agency’s computer system and manages finances and HR. The agency’s eight-strong team includes two apprentices who are training to become marketing communication specialists at “Lobster Experience”.

Astrid Oberhummer has both extensive and intensive experience of the international luxury hotel business. After studying tourism at the University of Vienna, she worked in various roles at a number of hotels before joining the sales office of “Four Seasons Hotels & Resorts” in Frankfurt. She then took on responsibility for the worldwide marketing and positioning of Frégate Island Private in the Seychelles. In 1998, she became the managing director of “Unique Experiences Touristik GmbH”, which grew into a sales and marketing agency for exquisite hotels around the world under her management.

For further information, kindly contact:
Astrid Oberhummer
Lobster Experience GmbH
Schwalbenstraße 15
D - 63263 Neu Isenburg
Tel.: +49-(0)6102-50 13 21
Fax: +49-(0)6102-50 13 22

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