20_ttg_lux_eds report 2/3/09 11:18 Page 20
EDITOR’S
REPORT
Exclusive research with
Leading Hotels of the World
shows the sector is far from
resistant to the downturn.
But for many travellers, the
so far, but places such as Jordan and travel to these amazing places and Canada
right experience at the right Zanzibar also seem to be essential to the is such an experiential destination. That’s
price still proves irresistible
luxury mix, with great interest in South what people are looking for at the moment.”
America too, as “people look for authentic Keen to expand, Frontier invested in the
experiences” says Beacall. launch of a programme with Fairmont
South America appears to be the subject Hotels & Resorts at the turn of the year
By April Hutchinson
of much interest from high-spending called Frontier World which, claims
experience seekers, with regional specialist Ashmore, has had modest success.
Dehouche enjoying its busiest period since The sector may not have proved
launch five years ago. “There are a lot of recession-proof, but there is still great
people out there who perhaps find them- interest in travel, according to Prestige
selves now with time and money on their Holidays’ chairman John Dixon. He says:
hands and are choosing to take that trip “Holidays are extremely important to our
of a lifetime to a place they’ve always clients and rather than shun luxury they
wanted to go to,” says Paul Irvine, founder are looking for holidays that represent
E
xclusive research for ttgluxury among members of Leading of Dehouche. “And luckily for us, that place value for money and a chance to recharge
Hotels of the World has shown a major shift in bookings and seems to be South America.” from what is an increasingly stressful life.
travel behaviour with the onset of the global downturn. The shifting economics have also “Their time is precious and they do not
Members of the 450-strong organisation say luxury leisure accelerated a groundswell of interest in want to sacrifice quality. We are finding
travel is still happening, but in an understated way, as people look experiential travel that was already that clients would prefer to shorten their
for “experience” stays, perhaps in small groups of like-minded bubbling away in the luxury market, and stay rather than compromise their holiday.
people. Family travel is still seen as important and “the last thing is potentially accelerated by evocative TV They are taking longer to confirm and are
people are willing to give up”, with at least one annual trip crucial. such as BBC’s Nature’s Great Events, says booking later. As a consequence, bookings
Leading’s members report Europeans are still booking for the Frontier Travel’s Dave Ashmore: “Recent overall for summer are slightly down on
major holiday period, such as Easter, summer and long holiday episodes such as the “The Great Salmon this time last year. But loyal clients are still
weekends, and from the international market, London and New Run”, which show amazing photography willing to pay top dollar for an utterly
York are still being strongly requested as destinations out of the of bears and wildlife, inspire people to tailor-made break.”
euro-zone.
As an alternative reaction to the current situation, an increasing
number of hotels are using the downturn to schedule extensive
HOW IS IT FOR YOU?
renovations on unsold inventory which will see a raft of fresh-
looking properties come the upswing. Leisure sales remain Richard Dixon Laura Rendell-Dunn Ted Wake
constant at Leading properties in sun and ski destinations, but
travellers are nervous about planning too far ahead.
Launching a luxury tour operator at this time would therefore
seem risky, but Paul Beacall, managing director of the Eden
Collection, is optimistic so far. The former executive with Elegant
Resorts launched the company in January with ex-Elegant
colleague Jon Clee.
“Luxury was always seen as an easy target to get into, but we director, marketing executive, sales and marketing director,
wanted to lift the bar on that and we have done so with service. Holidaysplease Journey Latin America Kirker Holidays
We’re honest about the destinations and the hotels we’re selling “Our average booking value has “Luxury travel is holding up “The special occasion market is
and wanted to move beyond the fly-and-flop luxury some opera- grown by 16% in 2009. We well in Central and South proving to be resilient: clients
tors offer,” says Beacall, who is planning to launch a Europe assumed average holiday values America. We continue to sign who are planning to celebrate
brochure this March and a worldwide and margins would decrease. new products, including hotels a special occasion are more
brochure for 2010. Destinations will be However, it seems people still in Peru and Mexico, such as determined than ever to book.
informed by enquiries Eden has been value their holidays, perhaps Zoetry Paraiso de la Bonita A civilised short break is exactly
receiving since launch. more than ever at the moment. outside Cancun, and are what people need at a time like
He says Indian Ocean and Middle East We are looking to expand our featuring El Salvador, which no this but they are in no mood to
20
have been the most popular booking areas sales team by 20 people.” other operators appear to offer.” risk it going wrong.”
editor’s report
spring 09
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