20 Shaping the Future of Luxury Travel | Future Traveller Tribes 2030
Always Luxury vs Special Occasion
The frequency with which travellers experience luxury travel not only influences their perceptions but also presents different levels of difficulty for offering an end‑to-end luxury experience. We can explore this by comparing the Always Luxury and Special Occasion Luxury Traveller Tribes
ALWAYS LUXURY Will have a clear idea of the experience they want Will not be restricted by their financial situation More likely to be a known/repeat traveller and to have a trusted relationship with a travel brand/supplier Less likely to experience disruption of their end-to-end luxury experience Will have more specific needs and expectations to be met (therefore greater disappointment if they are not fulfilled) May require VIP levels of security and privacy (top of the Hierarchy of Luxury Travel Needs)
SPECIAL OCCASION Will be more open to suggestions and recommendations Will have less of a traditional luxury mindset (therefore, fewer specific expectations overall) Lots of potential to exceed their expectations (lower down the Hierarchy of Luxury Travel Needs) and to build a relationship Will have a more limited budget High pressure to deliver if they are celebrating a specific occasion Less likely to be a repeat traveller, therefore less is known about them More potential for disruption of their end-to-end luxury experience
“Most of our #AlwaysLuxury travellers don’t plan activities before they travel. When they arrive and decide to play golf, they want to speak with the golf concierge and the golf pro to get personal recommendations. They’ll know exactly what they want – we just give them the options and they will pick, without needing guidance.” Joachim Hartl, General Manager, Conrad Algarve
My dream holiday would be... “365 days a year”
#AlwaysLuxury
With Always Luxury travellers, luxury is part of their daily life. Flying in first class may not feel particularly like a luxury but a continuation of the lifestyle they currently lead. Relating to the Hierarchy of Luxury Travel Needs, they will be pursuing the highest level of needs – VIP levels of security and privacy are necessary so that they can go about their travel with ease and discretion.
Made with FlippingBook - Online catalogs