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Strategy Briefing

Post-Luxury Travel Part II: Unique Selling Points

33 pages, Apr 2017

US$1,325

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About This Report

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Luxury travel is democratising. Contemporary luxury hotels are less about price, and not just about fluffy towels, stuffy grand lounges and stiff waiters. There is a rise of more affordable luxury, with intangible experiences including time, space, authenticity, community, individuality and mindfulness increasingly understood as luxury. This report is the second of two on post-luxury, providing examples on how lodging companies are innovating to cater to changing consumer demands.

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Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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.

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Introduction

Scope

Key findings

Post-Luxury

(Anti-)Premiumisation has reshaped the travel market

Luxury is about unique experiences

“Peak stuff” heightens the demand for experiences

Lodging brands focus on experiences

USPs of the post-luxury era

Time

Time: A luxury in an overworked, hyper-connected world

Mobile apps to help save time

Spending time with loved ones is becoming more important

Digital detox to help travellers enjoy “time away”

Space

Space: A precious commodity

21st century co-living and travelling

The luxury of smart design

Authenticity

T he search for real over staged

Can global hotel chains provide truly authentic stays?

“Less-than-slick” marketing becomes desirable

Community

More connected, but also more isolated

Putting the travel community at the centre: Disrupting lodging

Individuality

Personalisation at the core of luxury travel

Finding the balance between technology and the human touch

Mindfulness

Health as the new wealth

Being mindful of, in and through nature

Social responsibility as a luxury niche

Why buy this report?

Want to find out more about this report?

Request more information

Megatrends

Strategy Briefing

Post-Luxury Travel Part II: Unique Selling Points

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Ultra vs affordable luxury

Experiential luxury is the way forward

Time and space are increasingly limited

The search for “real”

The non-paradox between community and individuality

Being good to body and soul

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Post-Luxury

(Anti-)Premiumisation has reshaped the travel market

Luxury is about unique experiences

“Peak stuff” heightens the demand for experiences

Lodging brands focus on experiences

USPs of the post-luxury era

Time

Time: A luxury in an overworked, hyper-connected world

Mobile apps to help save time

Spending time with loved ones is becoming more important

Digital detox to help travellers enjoy “time away”

Space

Space: A precious commodity

21st century co-living and travelling

The luxury of smart design

Authenticity

T he search for real over staged

Can global hotel chains provide truly authentic stays?

“Less-than-slick” marketing becomes desirable

Community

More connected, but also more isolated

Putting the travel community at the centre: Disrupting lodging

Individuality

Personalisation at the core of luxury travel

Finding the balance between technology and the human touch

Mindfulness

Health as the new wealth

Being mindful of, in and through nature

Social responsibility as a luxury niche

Why buy this report?

Want to find out more about this report?

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