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.

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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The Finger Lakes Region of New York recently hosted bloggers for both Travel Media Showcase (TMS) and the Travel Bloggers Exchange (TBEX) when they brought their conferences to the western part of New York. We embarked on nine days of touring with seven travel bloggers around a destination. It was a truly eye-opening experience into the world of bloggers, how they work and what actually motivates them to care about and produce tourism blogs about a destination.

Read what you may about enticing a travel blogger or understanding what to ask for or expect from a travel blogger; nothing can replace an actual first-hand experience immersed in every facet of what inspires these unique journalists to write about your destination.

Here’s what I know for sure about ‘bloggers at work’ and how best to create an experience for them that will convert to a great blog for a destination.

Fearlessly independent

You’ll plan for them to zig and they will want to zag. That’s actually a really good thing.  No hand-holding for this group.  They’ll arrive at the attraction and immediately venture towards what appeals to them.  Don’t be offended.  After all, if it appeals to them in their own way, that’s how they’ll write about it and that’s how they’ve built their followers.  Give them space to seek out their own ‘twist.’  That independence is exactly why it is best to allow the blogger their own time and not group them with other bloggers.  Groupings can work with very similar bloggers but they are by far best suited to travel independently. Each of them has a unique angle and focus for their content.

Completely curious

They somehow, either by training or natural instinct, flesh out the little, hidden nuance at an attraction.  Bloggers and influencers are so totally conscious of what their followers are expecting of them that they will see things you might not see yourself as a destination marketer.  They ask questions- lots of questions, and always guide a conversation towards what their very specific interest is.  Be mindful of this, let your partners know this and the overall experience will prove fruitful for all.

Totally Technology Savvy

Their world revolves around that device in their hand – often-times two devices.  Bloggers know all aspects of that device and know how to maximize its potential and guard that device with their life.  They feed it with battery packs in various sizes and shapes and are forever looking for ‘juice.’  It is, after all, the tool of their trade.  Don’t be fooled though.  While it may appear that their total concentration is focused, looking down at that device, they are still engaged.  They are simply creating content and, in many cases, they are sending their thoughts about what they are seeing straight out into the world – real time.  Again, prepare yourself and your partners for this seemingly distracted guest.

Photos are King

While we all know how important a good image is in the world of destination marketing, the blogger will spend an inordinate amount of time ‘setting up’ a photo.  Stage a product so the light is just right, venture to the brink of the path to grab the right long shot, let the actual food go cold while positioning the plate and cutlery in a very specific manner and the list goes on.  Result – generally a magnificent shot worthy of any tourism publication or website- let alone tourism blogs.  The best news about all that patience when it comes to waiting for those photo-shoots?  The stellar photos they are likely to share with you and the absolutely great content they share about your destination or partner.

Time to absorb

Time management goes straight out the door with this group!  All that independence, curiosity, tech-time, and photo preparation leads to a schedule that only they can (and should) control.  When something interests them they simply need more time. They also don’t take kindly to rushing along- and who can blame them? They are often real-time sending out content to their followers and after all, that’s part of what we want. Do yourself and your partners a big favor and allow for plenty of time.

First-hand experience is always best and my experience with bloggers was like a ‘master-class’ in the education of hosting bloggers.

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