That was the message from a panel of luxury suppliers, travel analysts and branding experts at Abtas Luxury Travel Conference in London last week.
Kerry Golds, UK managing director, Abercrombie & Kent, said she believed “the consumer is the one who defines what luxury means these days”, adding: “Its up to us to look at those drivers – weve seen over time how things have changed.”
Golds outlined a burgeoning demographic for A&K – the “Henry” (high-earning, not rich yet) traveller, aged 30-40.
“Its who were focusing all our marketing towards,” she shared. “They are high net-worth people who want adventure and flexibility, but also want to do so in luxury.
“We speak to them differently and package the product differently – we do that with each demographic.
“We do have more traditional customers, but people shouldnt be pigeonholed when it comes to luxury.”
Golds view was echoed by data from Marloes De Vries, travel analyst at Mintel, who outlined a consumer “after good value for money, flexible itineraries and amazing experiences”.
De Vries said around 70% of luxury consumers studied by Mintel in the last year wanted “a learning experience” as part of their trip, while 64% flew economy to reach their destination.
She also revealed 77% of over-55s luxury travellers were after offers.
Despite a cost-orientated mindset, luxury travellers were more likely to use a travel agent, De Vries added.
Advising delegates how to attract and retain high-value consumers, Beth Taubner, founder and creatiRead More – Source