NEWS CONFERENCE REPORT
Connections Luxury Phuket: Eighty senior buyers and suppliers met in Phuket last month for Connections Luxury’s second Asian event, sponsored by the Tourism Authority of Thailand. Rose Dykins reports from Thailand
ABOUT: Connections Luxury
Connections Luxury brings together leading buyers and suppliers of luxury travel from around the globe in spectacular settings. The invitation-only events
are for strictly limited numbers, and feature memorable experiences and thought-provoking sessions designed to create lasting business relationships. Connections is part of
Travel Weekly Group, and has expanded into the meetings and incentives arena. It will also launch a platform for the wellness sector next year. The next Connections Luxury event is in Rio de Janeiro on October 16-19, with future events in India, Estonia and Iceland in 2017. › To find out more, visit weareconnections. com or email enquiries@
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Ground-handler partner: Destination Asia
Muay Thai boxing and
Thai massages (far right) were among activities enjoyed by delegates
Luxury brands ‘failing to exploit social media’
Luxury travel brands could be bolder and more experimental with their use of social media, according to philosopher and online presenter Jay Shetty.
Speaking at Connections Luxury
Phuket, Shetty said: “Before I got on to a flight to LA, I tweeted about my favourite pizza place in the city, mentioned that I really wanted to watch a certain basketball team play during my visit, and that I couldn’t wait to check into my hotel – and no one responded. “How amazing would it have
been if each of those had tweeted me back, or if they’d collaborated? Or, what if Uber had reached out and offered to transport me to each of those places? “I’m fascinated
by how brands get closer to their people, and I don’t think it should be that difficult based on the
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travelweekly.co.uk 18 August 2016
technology available to us today.” Shetty highlighted the role
social media plays in influencing consumers’ booking decisions. “Three out of four people put
their holiday pictures on social media, and 87% use social media as a way of researching where they should travel to next,” he said. “So it’s a real missed opportunity. I’m not sure there’s enough experimentation with social media in the luxury travel industry. I haven’t noticed any adverts or brands doing anything groundbreaking in this space.” He added: “User-generated
content is huge – look at having hashtags that your holidaymakers can use, or just watch what they’re posting. Grabbing that content and using it as a way to promote your brand is definitely a smart thing to do. Use social media analytics tools to get to know your audience better. If you
Jay Shetty:
‘It’s a missed opportunity’
know that somebody has booked with you, why not take a look at them on Instagram, Twitter or LinkedIn, because that’s going to give you a much better insight into what they are like. You can improve your service and your marketing just by knowing who someone is.”
From ‘rush rush’ to slow
The Chinese luxury travel market is moving away from group shopping and sightseeing tours, says Tony Liu (pictured), general manager of Shanghai-based high-end travel agent Dragon Blaze Journeys. “Ten years ago, instead of
viewing a five-star hotel stay as an experience, wealthy Chinese travellers saw it as a waste,” he says. “They preferred to buy Gucci, Louis Vuitton and Prada items. “Now, Chinese luxury travellers spend time in the spas and the Michelin-starred restaurants.” Liu says the change in mindset is
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