One thing’s for sure: the definition of luxury travel is a very personal thing. For some it means pampered service and exceptional comfort, for others it’s all about gaining a sense of satisfaction or achievement. For millennials, who have grown up on individualism and Instagram, it’s all about authentic experiences that will give them a sense of meaning and a shared experience they can share with their followers on TikTok or Instagram.
In fact, this shift in what defines luxury has reprioritised the upper echelons of the travel industry. Tangible things like high-thread-count sheets and unlimited Champagne have been sidelined in favour of renewed interest in authentic experiences, wellness incorporated into itineraries and climate-conscious options.
According to professional polls and studies, affluent travelers are looking for a value within their purchase, rather than the classic image of free-spending millionaires, such as Thurston Howell III on Gilligan’s Island. The discerning traveler will choose a stay, tour or cruise that has been expertly designed with a logical flow of connection points that adds to the experience.
The key to success for a luxury hotel or tour operator is offering unique and highly differentiated products, which are tailored to the needs of your customer. A luxury experience should leave the traveler with valued memories and an unforgettable experience, resulting in repeat interaction and referrals. This is the basis of a successful business model, and one that will allow you to thrive in a post-pandemic world.