Luxury Travel Trends 2018

luxury travel trends:

contents: types of luxury traveller

4. 6. 8.

what luxury travellers look for destinations types of luxury holiday spend & duration search trends [Q4 2017]

10. 12. 14.

The luxury travel market is difficult to define, primarily because the travel industry has yet to reach a universal consensus on what constitutes a “luxury traveller”. In fact, assuming a luxury traveller is an individual who has either stayed in 5-star accommodation or spent more than £250 per hotel night in the past five years, then just under half of all holidaymakers could be considered "luxury travellers". Of course, for the biggest-spending luxury travellers, this percentage falls significantly as holidays become more and more exclusive. To achieve the perfect marketing balance, travel brands need to identify which bracket their ideal audience falls into, broadening or narrowing their targeting focus accordingly. types of luxury traveller:

luxury traveller groups

% of holidaymakers

all luxury travellers [consumers who either fall into the below spending groups, or who have stayed in 5-star or above accommodation, or spent £250+ per hotel night in the past five years]. big-ticket spenders [consumers who have spent either £1,000+ per head for a break of 1 - 6 nights, £1,500+ per head for a holiday of 7 - 13 nights or £3,000+ per head for 14+ nights in the past five years].

41 %

14 %

5-star big-ticket spenders [these are big-ticket spenders - as defined above - who have also stayed in 5-star or above accommodation in the past five years]. 29% of holidaymakers have stayed in 5+ star accommodation. 15% of holidaymakers have spent more than

7 %

£250 per night for a hotel room.

4.

5.

Source: Mintel - Luxury Travel - UK 2018

To effectively appeal to luxury travellers, it is pivotal that you first understand what exactly they are looking for in a holiday. Using this insight, you can then determine the most relevant channels, imagery and ad copy that will inspire their imagination and captivate their interest. what luxury travellers look for:

W H AT D O D I F F E R E N T LU X U R Y T R AV E L L E R G R O U P S A S SO C I AT E W I T H LU X U R Y T R AV E L?

ALL LUXURY HOLIDAY MAKERS

BIG-TICKET SPENDERS

5-STAR BIG-TICKET SPENDERS

50% 33% 30% 34% 28% 31% 17% 12% 16% 10% 8%

48% 35% 35% 32% 26% 28% 15% 10% 15% 13% 6%

51% 42% 32% 31% 27% 25% 18% 17% 16% 10% 8%

Comfort Feeling special Unique experiences Making memories Exclusivity Escape Personalised service Pampering the body Adventure Stimulating the mind Surprise

W H I CH E L E M E N T S W E R E P R E S E N T I N T H E MO S T E X P E N S I V E H O L I DAY LU X U R Y T R AV E L L E R S H AV E B E E N O N ?

% % % % % % % % %

38 37 30 26

A hotel suite Spa/treatments/massage Gourmet standard of dining Private pool/jacuzzi Access to a private beach from seafront accommodation Designer-led type of accommodation VIP waiting lounge A private concierge/butler service First/business class flight to/from destination

W H AT D O D I F F E R E N T LU X U R Y T R AV E L L E R G R O U P S S AY A B O U T T H E I R H O L I DAY S ?

THESE TRAVELLERS SAID THEY LIKE TO. . .

ALL LUXURY HOLIDAY MAKERS

BIG-TICKET SPENDERS

5-STAR BIG TICKET SPENDERS

21 18 15 14 12

64% 57% 56% 40% 35%

72% 65% 58% 49% 47%

75% 67% 55% 48% 49%

Feel fully immersed in different cultures on holiday Do something a bit unconventional on my holidays Escape from technology on holiday Post stories/pictures of my holidays on social media Get specialist/expert advice when I book holidays

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Source: Mintel - Luxury Travel - UK 2018

destinations:

D E S T I N AT I O N S V I S I T E D B Y D I F F E R E N T LU X U R Y T R AV E L L E R G R O U P S I N T H E PA S T F I V E Y E A R S :

Luxury travel is not a sector defined by continents and borders. While some holidaymakers choose to escape the cold with tropical island getaways, plush city escapes nearer to home are equally popular. In fact, the most popular luxury destination choices span the globe, all offering their own unique selling points. From this insight, travel brands should bear in mind that it is not simply the destination itself that defines a luxury holiday - it is the accommodation, the experiences on offer and the overall ambience that truly inspires holidaymakers.

ALL LUXURY TRAVELLERS

BIG-TICKET SPENDERS

FIVE-STAR BIG- TICKET SPENDERS

30% 24% 17% 17% 15% 30% 18% 12% 12% 7% 18%

27% 18% 15% 13% 13% 26% 12% 8% 6% 7% 13%

21% 14% 22% 14% 17% 30% 13%

US/Canada Asia Spain Italy France Other European country Central/South America/Caribbean Australia/New Zealand North Africa/Middle East Other African country Multi-country or round-the-world trip

6% 8% 6% 11%

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Source: Mintel - Luxury Travel - UK 2018

types of luxury holiday:

T Y P E S O F LU X U R Y H O L I DAY TA K E N B Y D I F F E R E N T LU X U R Y T R AV E L L E R G R O U P S I N T H E PA S T F I V E Y E A R S :

ALL LUXURY TRAVELLERS

BIG-TICKET SPENDERS

5-STAR BIG-TICKET SPENDERS

54% 47% 24% 20% 13% 9% 12% 11% 4%

41% 36% 22% 14% 12% 12% 11% 10% 5%

48% 36% 15% 13% 13% 9% 15%

Beach resort holiday City break Sea/river cruise Guided touring holiday Self-drive touring holiday ‘Off-the-beaten-track’ adventure holiday Villa/cottage holiday

Although beach resorts and city breaks continue to dominate, there is still significant opportunity for luxury cruises, escorted tours and premium villa organisations to strengthen their foothold in this market – especially amongst big-ticket spenders.

9% 7%

Safari/wildlife-watching holiday Physical activity/sporting holiday

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Source: Mintel - Luxury Travel - UK 2018

D U R AT I O N O F MO S T E X P E N S I V E H O L I DAY TA K E N : spend & duration:

AMO U N T S P E N T O N MO S T E X P E N S I V E H O L I DAY TA K E N :

14 % 43 % 31 % 2 %

2016

2017

6 nights or less

£3,000 or more per adult £1,500-£2,999 per adult £1,500 or more £1,000-£1,499 per adult £1,000 or more

4% 13% 17% 15% 32% 24% 26% 3% 14%

5% 11%

16% 17% 33% 21% 25% 7% 14%

7-13 nights

£500-£999 per adult £499 or less per adult Don’t know/can’t remember I haven’t been on a holiday in the last 5 years

14 nights or more

Don’t know/can’t remember

12.

13.

Source: Mintel - Luxury Travel - UK 2018

luxury travel

search trends: [Q4 2017] When it came to search queries, luxury travel had a very successful Q4 2017, growing by a staggering 105%. What is particularly interesting, however, is the device breakdown of these search queries. Although luxury travel is a high-value and high-consideration product, customers are still searching for premium holidays while on the move. Most notably, Google’s latest data reveals that mobile-based search queries for luxury travel have risen by 172% year-on-year compared with the overall travel market, which have only increased by 21%.

73 %

52 %

Y E A R - O N - Y E A R Q U E R Y G R OW T H B Y D E V I C E I N Q 4 / 1 7 V S Q 4 / 1 6 :

172 %

travel & tourism

-5 %

Y E A R - O N - Y E A R Q U E R Y G R OW T H B Y D E V I C E I N Q 4 / 1 7 V S Q 4 / 1 6 :

2 %

21 %

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