The definition of Luxury Travel has evolved beyond a trip filled with gilt finishes, white gloves and an all-inclusive stay. It is now about a journey that helps the affluent traveler realize their potential through a meaningful experience. While this can mean anything from a hike to the summit of Kilimanjaro to a market tour and cookery lesson, many travelers have found that their luxury experiences are those that are unique, personalized and authentic.
This can vary by age, with Baby Boomers and Generation X holding significant portions of the luxury traveler market. This is no surprise, as these two groups have had decades to amass their wealth and are now ready to use it to live out their passions through the power of travel.
Having an authentic experience is also important to luxury travellers, with 67% of them saying that they want to learn new skills on their trips. This can range from a hands-on cookery class to a visit with a local artist that allows them to try their hand at the craft. Moreover, a recent study by Virtuoso found that 80% of consumers would spend more on brands that tailor products to them. This personalization can begin even before the trip, if you send your guests a short survey asking them what they want from their trip and what they are celebrating on their visit.
As a result, luxury travelers are seeking experiences that offer them community. This can be done through experiential marketing that tells a story and builds connections. It can also be done through the hospitality industry itself by leveraging storytelling and promoting a sense of community within their facilities.