20 Shaping the Future of Luxury Travel | Future Traveller Tribes 2030 Always Luxury vs Special Occasion


The frequency with which travellers experience luxury travel not only influences their perceptions but also presents different levels of difficulty for offering an end-to-end luxury experience. We can explore this by comparing the Always Luxury and Special Occasion Luxury Traveller Tribes


ALWAYS LUXURY


Will have a clear idea of the experience they want


Will not be restricted by their financial situation


More likely to be a known/repeat traveller and to have a trusted relationship with a travel brand/supplier


Less likely to experience disruption of their end-to-end luxury experience


Will have more specific needs and expectations to be met (therefore greater disappointment if they are not fulfilled)


May require VIP levels of security and privacy (top of the Hierarchy of Luxury Travel Needs)


SPECIAL OCCASION


Will be more open to suggestions and recommendations


Will have less of a traditional luxury mindset (therefore, fewer specific expectations overall)


Lots of potential to exceed their expectations (lower down the Hierarchy of Luxury Travel Needs) and to build a relationship


Will have a more limited budget


High pressure to deliver if they are celebrating a specific occasion


Less likely to be a repeat traveller, therefore less is known about them


More potential for disruption of their end-to-end luxury experience


“Most of our #AlwaysLuxury travellers don’t plan activities before they travel.


When they arrive and decide to play golf, they want to speak with the golf concierge and the golf pro to get personal recommendations. They’ll know exactly what they want – we just give them the options and they will pick,


without needing guidance.” Joachim Hartl, General Manager, Conrad Algarve


My dream holiday would be...


“365 days a year” #AlwaysLuxury


With Always Luxury travellers, luxury is part of their daily life. Flying in first class may not feel particularly like a luxury but a continuation of the lifestyle they currently lead. Relating to the Hierarchy of Luxury Travel Needs, they will be pursuing the highest level of needs – VIP levels of security and privacy are necessary so that they can go about their travel with ease and discretion.


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