Opinion & Comment
If you promote yourself solely as a way to book travel, you’ve lost before you’ve started That craving for human interaction is why
Matthew D. Upchurch, chairman and chief executive, Virtuoso
We seem to be hearing a good deal about the renaissance and resurgence of travel advisors recently. The truth is, travel advisors are the hottest new thing that never went away. Through economic and global turmoil, technological advances and industry disruptors, travel advisors have prevailed for two fundamental reasons: an even stronger desire for human connection; and a need for content curation. I always say automate the predictable, so that
you can humanise the exceptional. To deliver precisely what the traveller wants, when they want it, requires an actual person because so much in the end depends on the quality of human connection. And fulfilling on that promise is actually the definition of “luxury.”
Agents need to ride the health and wellness wave as demand for spa bookings kicks in
past year alone we’ve seen an increased focus on “seamless” travel experiences so that every stage of the trip is planned out. And another huge trend is wellness. Health and wellness remains one of the
Deborah Wadhams, product manager, Pure Luxury
As a product manager, it’s been interesting for me over the years to see how the luxury holiday market has lead the way in terms of up-and- coming destinations, accommodation choices and the types of experiences holidaymakers are looking for. As luxury travel specialists, it’s important we keep ahead of the game and are offering products and destinations that complement the latest trends. As our industry constantly evolves, in the
fastest growing sectors of the industry. We feature destinations such as the US, Caribbean, the Indian Ocean and South Africa to name just a few and in the past year alone, our “spa specialist” properties in these destinations have seen a bookings increase of 21%. Clients are also choosing to extend the length
of their breaks to health and wellness properties, with room nights showing a 23% increase year on year – a sign that healthy living (in day-to-day life and on holiday) shows no sign of waning. Fitness DNA, active meditation and healthy
foodie holidays are just some of the 2016 luxury wellness breaks that the travel industry and luxury holidaymakers alike have seen shape the wellness getaway market and it is up to spa experts and destinations to react to this demand. For us, Dubai comes out as the top destination, with passenger numbers to our spa-specialist
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TTGLUXURY.COM SUMMER 2016 BUSINESS OF TRAVEL
travel advisors, particularly in the luxury and experiential space, are so well positioned for success, but only if you know and can articulate your value to the client; if you promote yourself solely as a way to book travel, you’ve lost before you’ve even started. Knowing how to ask the right questions to get at the core of what the traveller hopes to experience and achieve is the key. People no longer go to travel advisors for information, they go for clarity and curation. What stresses consumers today isn’t the lack of information it’s not knowing whether they are asking the right questions. The service and collaboration that occurs before, during and, perhaps most importantly,
after the trip is core to a travel advisor’s value proposition. We’ve actually conducted research that clearly shows that the line of demarcation between transactional agent and trusted advisor is the client debrief following the trip. Again, knowing how to ask the right questions – what could have been done to make the trip better – fosters future collaboration and loyalty. Our research also confirms that loyalty
(not simply repeat business, and there is a difference) is created through the emotional human connection. Loyalty occurs on two fronts: emotional, where the advisor delivers security, relaxation, ease, fun, inspiration; and structural, where the more the advisor knows about the client, the more there becomes a mutual investment. It’s these relationships and connections that make a difference in the traveller’s experience. What has happened in our industry (and many
others) is a split between what we call optimised commodity economy companies, and optimised experiential economy companies. Within any product or service group, there are do-it- yourselfers, collaborators and delegators. But even as technology becomes more
ubiquitous and more powerful, this expansion of technology is actually creating a craving for genuine, trustworthy human connections. You can’t take the human out of humanity – and that is an important lesson for any travel agency or advisor striving to create a lasting and authentic connection with their clients.
virtuoso.com
properties in the region seeing a 155% increase year-on-year. The Residence and Spa at One&Only Royal Mirage and Jumeirah Zabeel Saray both provide the latest health and wellness experiences and are examples of how that destination is responding to these trends. One of the first countries to pioneer the spa
getaway, Thailand continues to hold its own. We’ve seen passenger numbers to spa- specialist properties here increase by 75% year-on-year. The Sarojin in Khao Lak and the Silavadee Pool Spa Resort on Koh Samui Island are just a couple of examples of the incredible health and wellness properties offering cutting edge treatments and facilities in the region. Health and wellness trends continue to evolve,
so it’s important that agents research the properties and destinations that are dedicated to staying ahead of the curve. While many hotels offer comprehensive spa programmes, immerse yourself in the industry and get to know the latest treatments and modernised facilities to ensure that you are meeting your customers’ needs. The luxury health and wellness market continues to show strong demand and it’s important that we continue to show support for the properties and regions leading the way.
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