Shaping the Future of Luxury Travel | Future Traveller Tribes 2030 23


High-touch and low-touch case study


“We had a very wealthy client from Shenzhen. She spent one week in Belgium, visiting Brussels, Antwerp and Bruges. She was travelling with her eight-year-old so the trip was focused on a lot of child-friendly activities like chocolate workshops, zoos and comics.”


Marc Mekki, Founder, Ode to Joy


Inspiration stage


High-touch


Before the trip, the client demanded lots of engagement, where I was on calls, with Ina, my Shanghai business partner, translating each one live while I was in Europe. The client also demanded not only that Ina come along on the trip to Belgium, but also that I should come personally, as the company owner, as her guide.


She wanted me to be very visible on that trip. Before she travelled, we also mapped out all the toy shops and comic book stores in the cities we’d be going to – we knew her little one would want some presents!


Door-to-door and on location High-touch


We made sure there was a VIP transfer to the airport in Shanghai and that she had a fast-track through airport security.


She bought jewellery in Bruges, and we had to have it transported in a Mercedes-Benz from there to the airport gate in Brussels where she was departing.


Post-trip Low-touch


As soon as we said goodbye in Brussels, nothing. She demanded total peace and isolation. There was no follow-up phone call or post-trip review; she wasn’t interested in any of that. She was just gone.


We see that a lot with our clients: as soon as the trip is done, they want to be left alone.


Picture posed by models


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