Post-Luxury Travel Part II: Unique Selling Points

Ultra vs affordable luxury

The travel market is no longer a dichotomy between mass and luxury. Through premiumisation of the mass market and anti-premiumisation of the traditional luxury market, we can now make a distinction between ultra luxury and contemporary affordable luxury.

Experiential luxury is the way forward

Luxury travel is no longer simply about price or material goods. The growing importance of experiences over “stuff” means that the understanding of behavioural drivers is changing. The experience of time, space, authenticity, community, individuality and wellbeing is changing the perception of luxury.

Time and space are increasingly limited

Modern society places increased pressure on people’s time. All the while, space is becoming an increasingly valued commodity. Limited time and space are changing what people expect from their travels. Time-efficient booking and allowing time with family and oneself when away are increasingly important. Well-designed travel spaces can become a true luxury.

The search for “real”

With the rise of the internet has come the rise of savvy consumers who better understand the difference between real and staged. While peer-to-peer brands can promote themselves as authentic, can hotels make the same claims?

The non-paradox between community and individuality

On the one hand, being part of a community is important, but at the same time understanding one’s individuality is key to retaining customers. Using technology can enhance the feeling of community, while at the same time offering a personalised service.

Being good to body and soul

Mindfulness, for oneself and towards others, is a modern luxury. Health is the new wealth. The feeling of social responsibility is growing, but there remain pitfalls in tapping into this market.