TTG Virtual: Luxury 2012 May 16 ■
ttgvirtual.com/luxury MARKETING LUXURY
Delegates told to get creative
INCREASED FOCUS within social media, better data management and creative face-to-face marketing are essential for luxury travel sellers, marketing experts told delegates. Richard Carrick, president of the
Chartered Institute of Marketing’s Travel Industry Group and chairman of PrivateFly, told attendees: “Many businesses are not good at building databases that serve their purpose.” He noted that PrivateFly’s
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■THE EVENT: TTG Virtual: Luxury ■AUDIENCE: 415 luxury travel professionals ■THEMES COVERED: Retaining and marketing to affluent consumers, luxury hotels of the future, democratisation of luxury, spa travel, impact of the economy on luxury travel, finding new categories of traveller ■CONCLUSION: Travel companies need to hone in on segments, understand their
needs, then market to and service them accordingly
‘Big opportunities for luxury,’ says LHW
April Hutchinson
THE CHIEF executive and president of Leading Hotels of the World has claimed travel agents have a “tremendous opportunity” even in the current downturn. Speaking at TTG Virtual: Luxury, the online conference created by ttgluxury, Ted Teng said: “Agents have played an important role in ensuring clients get what they need by combining technology with trust and expertise.” Teng added that the demand for
luxury travel “never left” and just shifted away from “conspicuous consumption”. Lorna Walker, programme director of the new MA Business Management in International Travel & Tourism at
The Olympics and Jubilee will “raise spirits”
Regent’s Business School in London, said she expected to see a more demand for luxury professionals in travel in coming years. The MA course offers a Luxury and Bespoke Travel elective which includes helping students appreciate the need for clear segmentation of client types.
“We must move away from
demographic and geographic methods and use psychographics [which relate to personality and attitudes] to understand people’s motivations for consumption and travel,” she added. Tom Rees, senior travel and tourism analyst at Mintel, said travel companies should focus on segments most likely to be planning a luxury holiday in future, such as 45 to 54- year-olds, pre/no-family clients and people with children aged 0-4. He added that despite the UK
slipping into recession again, this year of events could offset this. “The combination of the Olympics and the Diamond Jubilee should raise consumers’ spirits,” he said. Agents also need to understand the sustained potential of the global spa movement, a sector that generated $46.8 billion in revenue generated by spa operators globally [in 2007], according to Andrew Gibson, group head of spas for Mandarin Oriental.
affiliation with the Ferrari owners’ club had been a cost effective way of getting potential clients’ email addresses, but that communicating “in a relevant way” is what will convert the marketing into sales. Christer Holloman, author of The Social Media MBA, cited Burberry and BMW as examples of best practice among luxury brands on Facebook and YouTube, and advised luxury agents to check out Pinterest. He said: “Facebook is where
affluent households spend nine of their 23 online hours each week, while Pinterest fits nicely with luxury travel.”
Philippe Brown, co-founder of
Brown & Hudson, said hosting events for key influencers such as personal assistants, and traditional relationship marketing, appeals to high-net worth
individuals. BMW: best practice social media
Go online: The seminar recordings and exhibitor resources are all still available to access at
ttgvirtual.com/luxury
TOP CONFERENCE TWEETS@BeInspired2Go Great work from the people at #ttgvirtuallux! ;-) @LiphookTravel Learnt all about the “scenes” at Lux Resorts today as well as @AlilaHotels and the luxury hotels in St Lucia @Graham_ontravel Interesting stat from #ttgvirtuallux People spend more time on their mobile phones everyday than watching TV @traveldesigners Loving the new Carrier Luxury Family brochure that I learnt all about at #ttgvirtuallux today @perfectboutique @mintelnews “Disconnected” holidays could start to appeal to travellers in the future. That means no internet or mobile! @clairebrig What is luxury today is standard tomorrow…
24 24.05.2012
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