The Peninsula Hotels has released its holiday film “The Search for Santa”, using emotional storytelling and luxury experiences to strengthen its global brand positioning.
Emotional storytelling as a brand strategy
Targeting year-end travelers and brand lovers, The Peninsula Hotels is betting on a moving, cinematic campaign to reinforce its values. The group’s annual festive film, “The Search for Santa”, highlights childhood magic, sibling bonds and the spirit of the holidays.
The short film is part of a broader strategy focused on warm hospitality, exclusive luxury experiences and emotional memories, consolidating the brand’s place in the premium travel imagination.
Child-led Santa quest connects all 12 Peninsula properties
Shot at the newly opened The Peninsula London and created in partnership with Petroleum & Co, the campaign is the group’s second festive film. The story follows a determined young girl who decides to track down Santa Claus after catching glimpses of him at different Peninsula properties.
To help in her quest, she teams up with one of the brand’s iconic “Peninsula Pages”, a figure already recognized as a symbol of The Peninsula. Together, they embark on a playful adventure through the hotel’s spaces.
The journey metaphorically links the group’s twelve Peninsula hotels across multiple destinations. By diving into a child’s imagination, the film connects travel, wonder and family ties in a way that echoes across the brand’s global portfolio.
Luxury as the art of creating meaningful moments
The production underscores The Peninsula’s ambition to be seen as a pioneer in cinematic brand narratives. For Carson Glover, Senior Vice President of Brand Marketing and Communications, true luxury lies in memorable experiences rather than displays of opulence.
“We believe that the most meaningful luxury lies in creating memorable moments. ‘The Search for Santa’ expresses this spirit through the eyes of a child and reflects how our teams dedicate themselves to offering personal, welcoming and magical experiences, especially during the festive season,” says Carson Glover.
The film thus reinforces a brand vision built around care, emotional resonance and tailored service.
A creative follow-up to “Santa & The Peninsula London Save Christmas”
In 2023, The Peninsula released “Santa & The Peninsula London Save Christmas”, which featured Santa driving around London in a signature green Austin taxi—a visual cue strongly associated with the brand worldwide.
The new film picks up this creative thread while expanding the visual and narrative universe. Together, the two shorts help build a consistent festive storytelling territory for the brand.
High-fashion partnerships and historic London backdrops
The project is anchored by several strategic fashion and production partnerships. Women’s costumes are designed by Valentino and Harvey Nichols, while children’s outfits are signed by Trotters.
Traditional tailor Huntsman created Santa’s official suit exclusively for the film. Filming also received support from English Heritage at the historic Wellington Arch, adding a classic London backdrop to the visual narrative.
Holiday programming for families across the Peninsula portfolio
“The Search for Santa” is part of a global calendar of festive experiences at The Peninsula. The program includes family- and child-focused initiatives at several properties.
Highlights include the Toy Hospital at The Peninsula Tokyo, the rooftop ice rink Sky Rink at The Peninsula Chicago, and daily screenings of classic movies at the private cinema of The Peninsula London.
These on-property experiences complement the film and extend its narrative into real-life guest touchpoints during the holiday season.
Immersive content to deepen emotional ties with guests
With this strategy, The Peninsula strengthens its presence in the premium hospitality space, using immersive audiovisual content as a key brand-building tool.
The campaign reflects a broader trend in luxury hospitality marketing, where well-crafted stories and sensory experiences are increasingly central to guest engagement and loyalty.
The Hongkong and Shanghai Hotels: a diversified global group
Founded in 1866 and listed on the Hong Kong Stock Exchange, The Hongkong and Shanghai Hotels, Limited is the holding company behind The Peninsula brand. The group owns, develops and manages luxury hotels and prestigious commercial and residential properties across Asia, Europe and the United States.
The Peninsula Hotels portfolio includes: The Peninsula Hong Kong, The Peninsula Shanghai, The Peninsula Beijing, The Peninsula Tokyo, The Peninsula London, The Peninsula Paris, The Peninsula Istanbul, The Peninsula New York, The Peninsula Chicago, The Peninsula Beverly Hills, The Peninsula Bangkok and The Peninsula Manila.
Its real estate portfolio features the The Repulse Bay Complex, The Peak Tower and St. John’s Building in Hong Kong; The Landmark in Ho Chi Minh City, Vietnam; and 21 avenue Kléber in Paris, France.
Attractions, retail and other services include the historic Peak Tram in Hong Kong; The Quail in Carmel, California; Peninsula Clubs and Consultancy Services; Peninsula Merchandising; and Tai Pan Laundry, also in Hong Kong.