Five Tips For Selling Ever-Changing Luxury Travel

by Daniel McCarthy

Photo: Kassandra Bay Resort & SPA.

It’s not your father’s high-end market any more.  

The very nature of the luxury market is changing, as an influx of new travelers from all walks of life seek luxury experiences—and head to travel professionals to provide them, says a new report from Amadeus.  

Here are five things to keep in mind when selling to the new breed of high-end customer. 

Get personal  
Don’t let the client drive the conversation. You are the professional here—and your job is to offer advice “on a specific, personal level that goes above a traveler’s norms,” the report says.  

So get to know your clients and make sure unexpected luxuries are offered throughout their trip without them having to ask. Think “their favorite Michelin-starred chef flown in to prepare a meal in a Bedouin tent in the middle of the Sahara.”  

Know the tribes  
Mine your data to determine which tribe a client belongs to.  

There are three tribes in luxury travel: reward hunters, simplicity seekers, and obligation meeters, the report says.  

Reward hunters focus on self-indulgent travel, high-end luxury experiences to reward themselves for hard work. They will spend money to do the unique. 

Simplicity searchers are looking for ease and transparency. They will give you control of their vacation, and the responsibility for delivering that goes with it.  

Obligation meters put their responsibilities—business, religious, and family—above their own travel desires, and schedule their trips around these things. 

Think long-haul 
Travelers from the biggest markets for luxury, North America and Western Europe, are looking to go far. And the largest growth between now and  2025 will come from South Africa, Brazil, Russia, India, and China. Get out the geography books, and broaden your horizons. 

Value experiences over goods  
As the market continues to grow, luxury travelers are increasingly preferring vacations “bound up in experiences rather than things,” the report says.  

The spend on material goods in the past 10 years—almost 500 billion Euros—pales in comparison to the growth in money spent on experiences, which is up 750 billion Euros. Think of ways to connect your travelers with local customs and with nature.  

Get comfortable  
Only 23% of the future luxury travel market will be “special occasion” travelers, who take a luxury trip as a way to pamper themselves from time to time.  

The majority will be “always luxury” travelers, “Bluxury” travelers who blend business with leisure travel, “cash-rich, time-poor” travelers who value flexibility over all things, and “strictly opulent” travelers who seek out the best and most-glamourous experiences every time they travel. 

Getting to know your customers’ styles personally is the key to knowing how to sell the luxury niche each one is seeking.

TMR Recommendations
Top Stories
Two Standout Hotels to Consider for South Africa Travel

Here is an inside look at two standout hotels, from a focus on history in Johannesburg to an art experience in Cape Town.

Abercrombie & Kent Expands Luxury Small Group Tours

Company executive talks about the growing demand for trip personalization and how travel advisors can increase their luxury business.

Raffles Singapore Officially Reopens

The property is fully open, offering new suite categories, restaurants and bars, while maintaining its distinctive architecture and legendary service.

This Hotel Feels Like the Ideal London Home

With every amenity planned to perfection, and a bit of town and country rolled into one, the Mandarin Oriental London is back in business and catering to discerning travelers.

AmaWaterways Welcomes AmaMora Into Fleet

The new river cruise ship will sail guests in 78 staterooms with the line’s signature twin balconies, offer two restaurants, and focus on wellness.

Hilton Boosts Growth Across Its Luxury Brands

The hotelier has 11 current and projected hotel openings planned for its three luxury brands.

News Briefs
Tip of the Day

As travel advisors, we have to be curious. Curiosity leads to impactful connections that pave our road to success. - Jenn Lee, VP of Sales and Marketing, Travel Planners International

Daily Top List

Tips for Reaching $1 Million in Sales

1. Be consistent in your marketing.

2. Create systems and follow them.

3. Use your consortium’s marketing services.

4. Listen for personal details and use them.

5. Leverage your CRM.

Source: TMR

TMR Outlooks
Advertiser's Voice
AmaWaterways - Christmas Markets