Table of Contents
1. What is Luxury Travel?
Exclusive and one-of-a-kind experiences, as well as highly individualized services, are linked with luxury travel.
High-end guests typically choose the destination first, followed by the on-site amenities, preferably exclusive boutique hotels, then international hotels.
Some people may define luxury travel as booking a 5-star hotel. For some, it can entail going on a luxurious, once-in-a-lifetime vacation.
Yet for others, it can just mean being able to unwind while on vacation without worrying about the daily grind.
In the end, a luxury traveler's primary distinguishing trait is their preference for premium, individualized experiences and services.
Luxury visitors tend to be picky when it comes to the caliber and exclusivity of the experiences and services they expect to enjoy.
2. Who Are the New Luxury Travelers?
The days of conventional luxury travel are passing due to the advancement of modern technologies and the emergence of more flexible travel options.
The ideal vacation experience is changing in the eyes of contemporary luxury travelers.
The days of flaunting wealth and glitz are passing.
One explanation is that the market for wealthy people is shifting.
Because there is more money available to spend in the modern world than ever before, more individuals than ever can afford to take extravagant vacations.
At the same time, premium travel companies have been lowering the cost of taking upscale vacations.
Because of this, it's essential for luxury hotel brands to stay current with developments impacting on the tourism marketing sector.
a. Transformative Travel: What do Luxury Travelers Want?
Luxury tourists have more complex travel goals than casual visitors, who mostly seek to enjoy warm beaches and some popular tourist destinations.
Both demand distinct marketing techniques when developing the strategies and approach to target them in a plan.
Recent years have seen a surge in new locations, unusual activities, and other adventures to provide a high-end experience. This is due to the growth of the luxury travel business.
However, for many luxury travelers, this is insufficient. Nowadays, vacationers are looking for more than just an expensive trip filled with glitz.
Instead, more and more of them want to experience new adventures while finding personal fulfillment.
High-end consumers are gradually moving away from the conventional definition of luxury, which emphasizes reveling in opulent surroundings and flaunting status.
Modern luxury travelers look for one-of-a-kind experiences that gratify particular desires.
According to Skift research, the biggest priority for luxury travelers is to have experiences that change their view of the world.
Furthermore, Skift states that personal fulfillment is the new ultimate luxury. This means having lasting impressions from personal experiences is the new trend in luxury hospitality.
Less emphasis is placed on visiting particular locations and more emphasis is placed on reaching personal goals.
Another trend is that many luxury travelers want to make a difference in the world, thus they wish to cut back on their extravagant lifestyles and instead give to their communities.
This shift is related to conscious travel because it's currently popular to travel to new locations in an environmentally beneficial manner.
3. Luxury Hotel Brands Must-Have Services
a. Excellent Customer Service
In the high-end hospitality sector, customers still favor in-person interactions when making purchases.
The industry of hospitality is focused on developing trust with its customers, which is why this is the case.
Therefore, the greatest approach to establish a true connection with the customer is through personal interaction.
When talking with a new client, answering customers' questions in real-time is crucial to connecting with them.
Additionally, luxury customers prefer having a pleasant experience with customer service.
That entails thoroughly responding to all of their inquiries and treating their problems with the utmost care.
An artificial intelligence system can operate some marketing communication channels automatically, such as website chat features. However, to guarantee the best level of service, it is more appropriate to have a person in charge of the communications with potential consumers.
b. Authentic Experience
People want to integrate themselves into the culture they are visiting. Booking opulent five-star hotels is becoming less popular than choosing local accommodations with a more intimate feel.
Being genuine also involves being open and truthful with customers. Giving them a peek behind the scenes is one way to achieve this.
For example, providing them with a little background on a certain location or demonstrating how a particular process is carried out will undoubtedly educate and produce a distinctive experience.
Another excellent tactic to show that there are no secret elements in the experience is to honestly respond to questions from visitors.
c. Personalized Journey
In terms of their travel preferences, contemporary luxury travelers are more sophisticated.
They look for experiences that are compatible with their personalities and values.
Customers who purchase luxury goods want the freedom to design their own experiences.
High-end visitors seek adventures they can totally manage in order to escape their daily routines.
The major objective is to provide a seamless experience for the customer. By reducing any potential annoyances during the special event, the premium service will provide the ideal memorable experience.
The crucial phrase here is "personal fulfillment," since luxury vacationers hope to advance their own personal development.
In the end, it is less important to flaunt your wealth and more important to learn something new or have an unforgettable experience.
The customization options expanded greatly after online technology was incorporated.
d. Conscious Travel
As travelers are becoming increasingly more conscious about global issues, they are becoming aware of the consequences of their actions.
Also called guilt-free luxury, high-end consumers engage in environmentally friendly behavior, and as a result, they choose products or services that have a positive impact on the world.
Regarding accommodations, luxury travelers prefer to stay in hotel brands that give something back to the community surrounding them.
In a sense, unlike traditional luxury travel, this new trend of conscientious travel no longer excludes a certain group of people.
To promote this new sustainable effort, hospitality businesses should collaborate with luxury hospitality marketing companies.
This will draw in high-end customers and the interest of locals who might work with the hotel brands.
4. Marketing Tips to Attract the New Luxury Travelers
It would be a mistake for a luxury hotel brand to use the same marketing strategy to draw in both luxury and budget tourists. Each target population requires a unique marketing strategy that is designed on their expectations.
Luxury travelers: Key characteristics to pay attention
a. Persuasive Language
The most influential factor that should be included in luxury copywriting is emotions.
As mentioned before, luxury travelers don’t have high concerns about the price or utility of products.
The copywriting expert, Eugene Schwartz, explained that the main goal of all copy should be to intensify the desires of people.
This causes a strong emotional response that triggers a purchase decision.
In the case of luxury travel, affluent customers have the desire to go on a unique adventure.
b. Strong Imagery
Strong pictures should go together with the emotional connection that the correct copy creates.
Furthermore, compared to earlier generations, the luxury traveler of today is more aware of the world. Individuals are more conscious of global issues as a result of never-ending news cycles through modern technology.
c. Technological Assistance
Compared to typical travelers, luxury travelers favor a more convenient method of making travel arrangements.
Luxury travelers expect more individualized assistance and guidance during these processes, whereas the general public makes their own reservations for lodging, dining, vehicle rentals, etc.
By being accessible through various marketing communication channels, such as social media or video chats, hotels may assist clients in making decisions, which as a result will help brands to reduce the physical distance between them.
These technologies make it simple for travelers to access crucial information or to be informed of the following stages (e.g. calendar tools).
Due to the high level of human touch, seasoned luxury hotel brands use their understanding of clients to streamline subsequent interactions.
This information may include things like the preferred mode of transportation or dining establishment of the traveler.
Finally, a customer relationship management (CRM) system will make it simpler to provide visitors with more focused cross-selling and up-selling opportunities.
It is important for luxury hotel brands to recognize that luxury travelers want to experience adventures that they cannot find anywhere else.
This focus has shifted from a materialistic perspective to an experiential one.
As a result, modern luxury travelers want to gain new insights about the world and themselves from their unique journeys.