What: A Luxury-Based Experience

According to the National Travel Association and Virtuoso’s 2024 Luxe Report, the top reasons behind high-end travel include:

• Exploring new, off-the-beaten path destinations
• Rest and relaxation
• Seeking authentic experiences in new destinations
• Rediscovering previously visited destinations
• Personal enrichment

“Travel & hospitality is going beyond the experience economy to the ‘transformation economy,’ where an experience changes us in some way during a particular moment in time. When travel brands can design the experience to be so significant for a particular person and provide the exact experience that they need at a particular moment in time, it becomes easier to deliver a life transforming experience. That aspiration can range anywhere from desiring to be a more creative person to being a better parent, so travel brands have an opportunity to support that evolution.”

The Evolution of Luxury Hospitality Whitepaper VERB, 2017

With this travel trend, it’s all about what the destination can offer to travelers. A smaller, lesser-known destination can be as highly successful as a luxury destination if they offer consumers unique and high-end experiences. There are a few different ways you can emphasize the high-end experiences your destination offers:

• Personalization: nothing says high-end like an experience that has been tailored for you and only you.
• Exclusivity: an exclusive experience can make a consumer feel special which is what justifies the price of luxury. 
• Authenticity: consumers are looking for authenticity from the brand selling their experience.
• Sustainability: the pandemic has inspired travelers to seek destinations that prioritize climate-conscious options in their accommodations and attractions. 

How Consumers are Finding Luxury Travel

In the niche market of luxury travel it’s important to know how consumers are finding this product.

Digital & Social Media. The most common place for consumers to research luxury experiences is through digital and social media. Luxury travelers are highly influenced by authentic brands and experiences they see on social media.

Travel influencers are a great way to pique the interest of consumers. People love consuming content that is extravagant, expensive, and unique.

Word of Mouth. Consumers also love posting that extravagant content. It is important to take into consideration how “Instagram-able” an experience is. A consumer is more willing to book a luxury experience based on how it will make them look on social media.

Find more ways to tap into a niche travel market.

Who are Luxury Travelers?

There are many different types of luxury travelers, so it’s important to first understand how luxury your target audience is. For example, one person could see a private jet as their everyday type of travel, while another could see it as a once-in-a-lifetime experience.

With so many differences, we look to similarities between luxury travelers and who is booking the most luxury travel to define the market.

Middle class. The emerging middle class is a huge market for luxury travel. This group has disposable income and wants to spend it on exclusive experiences.

Older Millennials are the most willing to spend their money on luxury travel.

Personal vs Business. There is a difference between the personal luxury traveler and the business luxury traveler, although this distinction is beginning to overlap.

By better understanding your audience’s spending habits, consuming habits, types of cars they drive and so forth, you can narrow in on how and where they spend their money or how they spend their time. Then, you can advertise on the most relevant websites, pitch stories to specific publications, and target their interests in digital advertising. For example, if they are more likely to own a Porsche, you can target publications that focus on Porsches.

Line up with the customer’s journey.

The post Luxury Travel Trends appeared first on Travel Alliance Partnership.

We asked some of our TAP Guild Members how they manage expectations with tour operators, partners, and stakeholders to create the best visitor experience and here’s what they had to say:

Set Realistic Expectations:

Communication

I establish straightforward and consistent communication channels and make sure clients understand the scope, timelines, what to expect. But most importantly, I listen.

Shawna Faniel, Alabama Tourism

Travelers want to be prepared for anything. In your marketing and outreach, be sure to provide detailed information about what is included in packages, any additional costs, and what travelers need to keep in mind. This can include everything from weather conditions to local customs and potential challenges, depending on your destination and offerings.

Transparency

Full transparency is key to trust. I am completely candid with clients.  If I don’t think an attraction, hotel, dining experience or destination is going to be a good fit for them, I would rather be up front than get the sale. Of course, I always offer a better option when possible! 

Marlene Smith, Traverse City Tourism

Underpromise and overdeliver. While destinations obviously want to ensure their marketing materials positively depict the experience, full transparency leads to trust between destinations and their visitors. In an article from Business.com, millennial and Gen Z consumers, with 79 percent and 74 percent respectively, say that transparency is important to them in marketing and communications. By setting realistic expectations and then exceeding them, destinations can create memorable experiences that leave guests pleasantly surprised. This strategy not only enhances satisfaction but also encourages repeat visits and long-term loyalty.

Enhance The Experience:

Personalization

Listen, Listen, Listen. Know your clients’ market, whether senior adult market, student market, church group, etc. Give the clients assistance in knowing your product, if they have never visited your destination or venue before; invite them for a FAM. 

Sandy Haines, Visit Myrtle Beach

Personalized recommendations and services can turn a good trip into a great one. The travel and tourism industry is seeing increased interest across the board in hyper-personalized experiences using previous booking data. Use this information to your advantage.

Creativity

Share positivity always, don’t get discouraged easily, find plan B,C or Z!  Be creative and think “out of the box”.  Your creativity shows them you are really trying to provide their best experience! 

Jill Shorkey, Go Great Lakes Bay Regional CVB

Think outside the box! Creativity shows that you’re trying to provide the best experience. Plus, innovative ways of thinking could provide new opportunities for your destination to venture into.

Engagement

Be grateful.  Thank them for choosing you, your venue, region etc.  Thanking them for their business never gets old!

Jill Shorkey, Go Great Lakes Bay Regional CVB

Engage with visitors and partners before, during, and after their trip. Pre-arrival emails with tips and suggestions, real-time support through apps or chat services during their stay, and follow-up surveys or thank-you notes post-visit can enhance the overall experience. Managing expectations is an ongoing process, so don’t be afraid to ask for feedback to make the process smoother.

When I get an inquiry from an operator who needs help tweaking an itinerary, or a VTN member with a question, I work hard at replying by the end of the day or the next day at the latest. The reply may not include a solution but may simply be a message that I acknowledge their inquiry and will get back to them soon. 

Marc Plouffe, Vermont Tourism Network

Effectively managing expectations is more than just a marketing strategy—it’s the key to creating exceptional travel experiences. By embracing creativity and maintaining engagement throughout the visitor journey, you can not only meet but surpass expectations, fostering memorable experiences and long-term loyalty. As the travel landscape continues to evolve, staying ahead by exceeding expectations will set your destination apart, ensuring visitors and partners return and recommend you to others.

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Takeaways from the NYSTIA Conference

Last month, I attended the 2024 New York State Tourism Industry Conference in Niagara Falls, NY. A panel discussion with tourism professionals in the outdoor sector demonstrated the force of outdoor tourism:

• Outdoor participants have become more diverse since 2022, with an increase in visitation among Black, Hispanic, and LGBTQIA+ travelers.
• 80% of outdoors activities experienced an increase in participation, from larger categories like camping to smaller categories like skateboarding.
• Outdoor recreation generates $1.1 trillion in economic output, surpassing industries like mining and farming.

An Increase in Technology

As artificial intelligence (AI) continues to expand into every facet of the industry, it’s no surprise that similar technology has made its way into the outdoor sector. Along with AI, augmented reality and virtual reality are becoming more prevalent in outdoor activities. Travelers can use programs to help map out their routes, curate experiences personalized exactly for them, or enhance their outdoor experience overall with relevant information in real-time.

The Impact of Health and Wellness

While it’s widely recognized that spending time outside has an impact on mental wellness, it seems as though travelers are embracing this self-care strategy more than ever. Wellness retreats, camping trips and other group activities offer an outlet for people to disconnect from the outside world and instead tap into their own wellbeing.

Top Outdoor Recreation Locations

Outdoor destinations should prepare to welcome travelers of all types this year. In addition to an expanded, diverse outdoor audience, travelers are opting to travel solo. More than two-thirds of travelers (69 percent) are planning on taking a solo trip in 2024, including 76 percent of Millennials and Gen-Z. Where are these adventurers going?

Truly Hidden Gems

Most travelers are actually looking to venture into unfamiliar places and discover their own hidden gems. US travelers in particular are being drawn to western scenes in outdoorsy destinations with a rustic ranch feel, and 70 percent of millennials and Gen Z’ers report seeking travel experiences to places that their family and friends haven’t heard of.

Nature Tourism

Another trend we’re seeing with tourists is the demand for nature tourism. People are yearning for a trip where they can slow down and connect with nature in ways that they haven’t before. In fact, 42% of travelers are booking activities that focus on bettering their mental and physical health, such as forest bathing. “Microadventures” are also increasingly becoming popular as they allow travelers to connect with nature on smaller, shorter, and cheaper excursions.

Sustainability

Sustainable tourism is critical for maintaining the natural beauty of a destination, minimizing littering and waste, protecting cultural and historical sites, and respecting the local communities. This travel style is no longer a niche or trend – it’s a demand. In fact, over half (53%) of travelers are seeking accommodations that blend comfort with innovative sustainability features.

Destinations also must continue to consider the effects of overtourism when it comes to sustainable tourism. The issue of overtourism arises when there are too many visitors to a particular destination. The constant stream of people at specific locations and monuments inevitably puts pressure on infrastructure and natural resources, leading to the destruction of natural ecosystems, increase in waste, and the departure of local residents. With this in mind, destinations should act as an advocate for their residents, ensuring the health and safety of their green spaces.

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Connecting with Gen Z Travelers: 

In an era defined by digital connectivity and experiential exploration, Gen Z travelers are emerging as the trailblazers of the industry. They are revolutionizing traditional norms and driving unprecedented change. The rise of trends like sober-curious travel, ecotourism, and TikTok-driven exploration transform the landscape of travel. By embracing these changes, you can create a strategy geared toward more mindful, sustainable, and authentic experiences. 

Harnessing the Power of AI: 

The integration of AI technology has emerged as a game-changer in reshaping the way brands connect with their audiences. As this technology develops, it offers PR practitioners an innovative way to increase efficiency, accuracy and authenticity. Companies like Muck Rack have even integrated AI technology to assist in writing efforts. By leveraging AI’s capabilities, the future of travel PR is characterized by streamlined processes, deeper connections with audiences, and a commitment to delivering genuine and meaningful interactions 

Investing in Influencer Relationships: 

Influencer marketing isn’t just a buzzword—it’s a powerful tool for expanding reach and enhancing brand visibility. More and more influencers charge fees for their services, reflecting the professionalization of the field. Brands must recognize their worth and invest accordingly. This evolution underscores the importance of aligning values with influencers and fostering authentic relationships. By prioritizing transparency and authenticity, brands can navigate this landscape successfully and unlock the full potential of influencer partnerships. 

Prioritizing Diversity, Equity, Accessibility, and Inclusion (DEAI):  

Inclusivity isn’t an afterthought; it’s a fundamental pillar of PR strategy. We all need to be committed to elevating diverse voices and narratives reflecting the richness and diversity of the destination. By collaborating with writers, content creators, and publications that champion DEAI principles, you will ensure stories reach and resonate with audiences from all walks of life.  

Preparing for the Unexpected with Crisis Management: 

In an era of instant information and viral spread, crisis management is no longer a reactive measure but a proactive necessity. Dedicate time to developing robust crisis communication plans that safeguard reputation and integrity in the face of adversity. Anticipating potential challenges and preparing agile response strategies means you can overcome crises with an improved reputation and united community. 

As we venture into the future of public relations, it’s clear that adaptation is integral. The convergence of digital platforms, influencer marketing, AI integration, and a commitment to diversity and inclusivity are shaping the trajectory of the industry. By embracing these trends and proactively preparing for the unexpected through crisis management strategies, PR professionals can navigate the evolving landscape with agility and integrity. This is how brands will remain relevant and resilient in an ever-changing world. 

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