In the past, luxury travel was all about opulence and excess. But today’s luxury traveler is more interested in authentic experiences and unique adventures. This shift is causing a seismic change in the way that luxury travel brands are marketing themselves.
Say hello to the new face of luxury travel:
Gone are the days when luxury travel was all about five-star hotels and first-class airfare. Today’s luxury traveler is looking for something more unique and personal. They want to have authentic experiences that they can’t get at home. And they’re willing to spend top dollar to get it.
This shift in attitude is forcing luxury travel brands to rethink the way they market themselves. While glossy brochures and celebrity endorsements might seem nice, luxury travel brands are now focusing on creating personal connections with their customers and telling stories that resonate on an emotional level.
Why the Shift?
There are a number of factors that have contributed to this shift in the way that luxury travelers view their vacations. First and foremost, there’s been a dramatic increase in global wealth over the past few decades. This has created a new class of ultra-wealthy individuals who are looking for ways to spend their money that go beyond the traditional trappings of luxury.
Secondly, we’re living in an age of increasing connectedness. Thanks to social media, we’re constantly bombarded with images of our friends and acquaintances living their best lives. This has created a sense of FOMO (fear of missing out) among many people, which has made them more likely to take risks and try new things when they travel.
Finally, there’s been a growing backlash against overt displays of wealth. In an age where income inequality is at an all-time high, many people are uncomfortable with flaunting their wealth in public. As a result, they’re seeking out more low-key forms of luxury that don’t involve ostentatious displays of wealth.
The changing landscape of luxury travel is having a profound effect on the way that luxury travel brands market themselves. Our marketing research has told us to pay attention to the shift of what was once traditional luxury travel and dig deeper into the white sand dunes. Contact The Olinger Group to learn how we can help you get to know what the authentic luxury traveler wants today.
Interested in learning more? Grab the 2022 US Luxury Traveler Study