p26 luxsem Nov13 10/11/09 12:51 Page 26
news conference report
ttglive.com
ttgluxury seminar
in association with headline sponsor co-sponsor
November 4, 2009 ■ London
TTG held its second ttgluxury seminar at London’s InterContinental Hotel.
Rob Gill reports on trends, marketing messages and the drive for experiences
The rich put family first
LUXURY travellers are more determined to take “Our research shows that city or mini-breaks
their family holidays than the rest of the UK have or will suffer the most compared against
population. beach or ski holidays.”
Research from Mastercard revealed that the One of the worst hit areas of luxury travel has
more affluent are less likely to cut back on their been demand for premium aircraft cabins.
main holiday than those on lower incomes. Marvin Rust, hospitality managing partner for
George Greer, Mastercard’s head of consumer Deloitte, said: “Premium travel has been affected
credit and charge product for Europe, said 63% more than the overall economy, with a big drop
of affluent people – those earning more than in first and business-class travel.
£40,000 a year – were not prepared to sacrifice “The good news is that we seem to have hit the
their family holiday, compared with 51% of all bottom in both sectors with some signs of an up-
holidaymakers. turn in performance. The consumer is amazingly
The survey also found that 45% of affluent resilient and people still want to travel.” Family values: Mastercard’s George Greer explains that the
travellers were likely to cut down on travel Hotel rates have also plunged across all major better-off are less prepared to sacrifice their family holiday
spending compared with 50% of all those polled. destinations. The Asia-Pacific region has fared
Overall, Britons are spending 5% less on travel the worst with a 26% drop in revenue per PricewaterhouseCoopers which found that only
than they did last year. available room in the first nine months of 2009. 18% of luxury travellers (a higher-earning bracket
“There’s more emphasis on budgeting, both But the resilience of the luxury market was of people than Mastercard’s affluent travellers)
for the overall holiday cost and what they spend summed up by Gary Grieve, chairman of market- were intending to cut back on travel spending
when they are in the destination,” said Greer. ing organisation Cimtig. He cited a survey by compared with 41% of the general population.
HOLIDAY CHOICE. ONLINE.
‘It’s all about the holiday experience’
Booking engines are key
TRAVEL firms must not forget to install a practical
EXPERIENCES are more important than The company, which bills itself as “cutting- and easy-to-use booking engine on their website
destinations, according to the boss of a edge experience experts”, aims to get closer to – or risk losing business to online rivals.
London-based travel agency. its target customers, who are busy professionals Peter Matthews, managing director of technol-
Black Tomato co-founder Tom Marchant said: aged 35-45, by building itself into a lifestyle ogy firm Nucleus, said: “When investing in a great
“There’s demand for experiences that enhance brand and not just a travel company. website don’t forget about the booking engine.
people and give them new skills and something “We have a challenging audience with very There’s no point having a great information site,
to talk about when they get home. demanding jobs and lifestyles,” said Marchant. only for customers to book somewhere else.
“They could spend time with a DJ in Ibiza and “We try to get closer to them by finding out “You can get a really good booking engine for
do a set of their own at the end of the holiday.” what they like doing outside travel, including the the price of refurbishing a suite and it will make
Black Tomato specialises in putting together kind of non-travel brands they’re interested in. a huge difference to your conversion rates.”
experience-based holidays tailored to individual “So we look at all the fashion magazines and Matthews said that, on average, an online
clients’ needs. publications like Wallpaper.” Marchant added travel booking involved 12 searches using
“We offer unique experiences so customers that an example of this was offering exclusive different terms and visits to 22 travel sites.
feel they are ahead of the crowd,” added trips through Wallpaper’s website. “You need an integrated brand and digital
Marchant. “It’s all about the experience, not strategy,” said Matthews.
about the destination.” ■ Letters, p32 “It also needs to be reviewed constantly.”
26 13.11.2009
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