The new segments of the population that are accessing the luxury travel market represent a challenge for global tourism brands, which must create ever more unique products for very different passenger profiles. Because although they all handle a lot of money, the concept “luxury” can be interpreted in multiple ways. Alongside the traditional model of opulence and glamor appear new rich, more discreet, who privilege the experience on the comfort of a swanky hotel.
The tourism industry has clearly identified an emerging class of relatively young VIPs, cosmopolitans and the new rich, who are redefining luxury tourism and expectations regarding the services of this segment. They seem informal, they walk around the hotel in a bathing suit. And they do not want four people hanging around them, waiting to pick up their handkerchief if they fall off. But when they need a service, they want it immaculate.
Tailor made luxury trips.
The luxury client looks for tailor-made trips, designed according to his personal tastes and in which every detail is taken into account. In fact, this type of trip grew by 5.8% last year.
Within luxury family travel, you can include almost everything, from a trip of disconnection and relaxation to a safari full of adventures, although the trips related to wellness and health are the first of the list in the most glamorous market.
What almost all of the exclusive clients coincide with is the use of private jets as a mode of transport, since they do not want to wait in long queues at airports and can enjoy private planes that take off directly upon arrival.
New concepts: Bluxury
Apart from pleasure trips and leisure, there are several customers who have higher purchasing power when it comes to travelling for business and want to combine the trips with other tourist activities. When such combination takes place, it is known as Bluxury (business + luxury). In this sense, an executive of a company can have work meetings in the morning and in the afternoon relax in a high-end spa.
The villas replace the hotels
If we talk about the stay, the market is changing and luxury customers increasingly choose villas rather than hotels. The large hotel chains know this and have expanded the construction and offer of such kinds of accommodation. A few things that set the villas apart from hotels is that they incorporate their own personal of the home, in which even chefs are included who cook the favorite dishes of the diners with the freshest products. That is, the client feels at home, very well cared for but organizing their times and activities according to their tastes.
Another important factor to consider is the destination chosen by the client. In the luxury travel, destinations remain stable and are repeated year after year, with Japan in the first place, followed by Italy and the Maldives.
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