CONTRIBUTOR Speaking the language
Shalu Chandran, Editor, Travel & Tourism News (TTN) Middle East
It’s all good news for the global luxury travel industry, with high-end clients looking to travel to new destinations, seeking absolutely posh and personalised experiences.
But what is Absolute Luxury? An idyllic resort where you are disconnected from your frantic daily routine to openness and a sense of serenity or living the high-life in a posh uptown property? Surely it’s each to his own but common factors include a combination of elements; from the space and quality of rooms to attention to detail and most importantly, service staff and standards. An excellent team and phenomenal service standards can make or for the lack of it, break a hotel’s reputation today.
The Arab traveller’s love for luxury and their culture of travelling is a well-known fact. The luxury travel sector never really suffered in the region, with high net worth individuals still choosing to fly first class or in private jets and staying in ultra-luxury hotels. However what may have changed is their expectations from a holiday.
Jacqueline Campbell, director of The Travel Collection, representing some of the most luxurious hotel properties around the world says, ‘Luxury today is all about experience. Service standards, privacy, personalisation and unique experiences are the driving factors that Arab guests are looking for when planning a holiday.
They are also seeking new destinations when they travel. While mainstream markets like London, Paris or Malaysia continue to be popular, more and more guests are looking to add new destinations like Spain, Vietnam, South Africa and even South America to their itineraries.’
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A key factor for this is the ever expanding network of destinations the regional airlines fly to today. 'Direct flights to new destinations have opened the world map for these travellers, who are now spoilt for choice.
Likewise there has been a general shift from choosing a well-known hotel brand to individual, ultra- luxury boutique properties. Small hotels too can offer unique experiences from a personal aspect. From personal shoppers to private cooking classes with the chef or no set check-in, check-out times, these guests expect out-of- the-box experiences.
So, are we back in business? Yes, after you’ve managed to sell it successfully. Luxury travel organisers must continue to understand their clients and provide them with a memorable experience. Move from ‘what is expected’ to the ‘unexpected travel experience.’
peaking the Language of Luxury
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