Luxury Travel is an aspirational segment that has seen a surge in popularity in recent years. Its growth is a third faster than other travel segments and a large number of new hotels are opening.
Increasingly, luxury travellers want to personalise their experience. They are less interested in the thread count of bedsheets than access to authentic experiences and local culture that reflect their personality.
They also want to try something new, whether it be a cookery class or market tour. The goal is to create an experience that will have a lasting impact on them as people and their lifestyle, says Paul Johnson, Director of The Dedicated Partnership Ltd.
The luxury travel industry needs to adapt to this new, modern traveller. To attract the best and the brightest, luxury travel brands need to proactively engage with travellers by offering them unique experiences, authentic connections and the ability to make an impact on their lives.
Aspirational travellers are on the rise: Generation X and the upper middle classes are on their way to making a habit of booking luxury holidays. Their priorities are relaxation and comfort, quality food and wine, exploring the local culture and excursions in nature.
They want to cross off bucket-list items and explore new destinations. Destination immersion is a top priority, according to Virtuoso’s Luxe Report.
They are willing to pay more for a higher quality experience, which is why it is crucial to offer a high level of service and exclusivity. This can be done through personalized experiences and a high degree of flexibility.