The travel industry and its associated sub-industries are in a state of flux and the old criteria which used to drive these markets are changing fast. Luxury travel agents , in particular, are bending over backwards to capture as large a chunk of this fickle market as possible. Competition is fierce and the picture is far from clear for travel marketing companies seeking out high-end clientele.

Changing Demographics

Frustratingly, from an industry perspective, the new, affluent breed of consumer comes in many guises and refuses to be categorized. Social background, education and income levels, for example, can no longer be relied upon as target audience indicators. One thing is certain, however; potential luxury travel clients now span all age groups, from the young and affluent to the well-off older age groups with time and money on their hands.

A Question of Price

Interesting market research has revealed that sales of luxury travel products are more likely to relate to what clients value, rather than what they are prepared to tolerate, in terms of price. This suggests that price is not necessarily the main criterion when choosing a high-end holiday or making independent travel arrangements. Price, of course, is important, but it’s more about having choices and being able to find a flexible travel product that is tailored to individual requirements.

Luxury Marketing Strategies

To stay ahead of the game, leading travel operators have latched on to the fact that they need to offer a more flexible ‘pick-‘n-mix’ approach to delivering specific client requirements. This in turn has led to a huge increase in specialist companies providing anything from luxury hotel, villa and self-catering accommodation to organizing independent itineraries or even arranging a private jet or skippered yacht.

Meeting Customer Expectations

Industry research has shown that meeting customer expectations, from initial inquiry through to securing excellent feedback, is key to success in this very competitive growth market. Of course, most leading travel operators are well aware of these findings and are doing everything within their power to please their punters. They know that customer expectations are much higher than in the past.

Eco-awareness and Luxury Travel

Eco-awareness is currently creating waves throughout the holiday industry and this is particularly noticeable where long-haul flights are concerned. Interestingly, however, bookings for long distance travel to far-flung destinations remain strong. What has happened, in effect, is a shift in attitude by both clients and travel operators, in an attempt to reduce the impact on the environment of the huge energy consumption involved with long distance travel.

Personalized Service

In the rapidly evolving market of luxury travel, the one factor that appears to remain constant is excellent service. Attentive, efficient and genuinely friendly service never goes out of fashion; it is the glue that holds all aspects of a perfect luxury holiday together.

Standards of service can make or break even the most upmarket holiday – a fact of which the leisure and hospitality industries are all too aware. No amount of slick marketing can compensate for a poor service experience. Consequently, one of the biggest challenges facing the luxury travel market is that of recruiting high caliber staff, then providing quality training that enables these committed individuals to deliver outstanding service.

Is it not ironic, therefore, that a luxury holiday is only as good as the individual members of staff who contribute to that experience? The bottom line is that if clients have received exceptional service during their travels, for example, when making their holiday arrangements, at the airport and hotel, or perhaps at that special restaurant during their stay, client perceptions of the whole travel experience are enhanced.