ASPIRE CONFERENCE 2022


Climate change: Must do better


Journalist, sustainability consultant and broadcaster Juliet Kinsman called on the travel industry to “do better” as she highlighted the severity of climate change and warned the luxury sector was “contributing to that problem”. She said: “There are eight billion people in this world and four billion are already on the frontline of extreme weather. The climate emergency is here. It’s only going to get worse. We need to do better.” Kinsman urged company owners


not to revert to “business as usual” post-pandemic. She said carbon offsetting was “better than nothing” but solutions should be focused on wealth distribution.


She added: “Encourage everyone in your supply chain and your clients to leave more money in local pockets. Ask yourself: is this decision helping local communities and nature? Be honest. Because it’s not often luxury travel businesses are actually regenerating community or nature.”


JULIET


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not to revert to ‘business


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‘Create distinctive adverts that show where you stand’


High-end travel brands should be “distinctive” in their advertising amid an 80% growth in consumer desire for luxury trips, said Jasman Ahmad. The strategy director at Accord Marketing cited research from Mintel that found 18% of travellers were seeking a luxury holiday in 2021 versus 10% pre-pandemic.


Ƃhm>` Ã>i` >vyÕinÌ VonÃÕmiÀà “insulated” against the cost-of-living crisis were contributing to month-on- month increases in holiday bookings, ÜiÌh w}ÕÀià >lmoÃÌ miiÌin} Óä£9 liÛilð Web visits to luxury travel websites have also increased, according to the wÀm] ÜiÌh £°9Î million ÜiL ÛiÃiÌà in 2022 compared to 1.2 million in 2020. “Covid has made many of us desire


a ‘treat’ with birthdays, anniversaries and weddings reasons people look to travel and ‘go big’,” Ahmad said. “People have ring-fenced holiday [money] in the current cost-of-living crisis as a necessity, not necessarily a luxury. If you compare what type of holiday people went on before the pandemic versus what they want to go on now, it’s a luxury holiday.” However, Ahmad warned that


there would be “repercussions” of a larger luxury market, with the sector becoming “diluted” as more consumers enter it. He said: “[You think] ‘brilliant, more people in the market, more people for us to convert’. Actually, this is where


JASMAN AHMAD: ‘Premium DTCPFU CTG FKNWVKPI VJG OCTMGVo


the problem starts to grow around `iwniÌion >n` Üh>Ì lÕÝÕÀÞ mi>nð» Ahmad said Accord Marketing had seen the word ‘premium’ become increasingly more associated with the word luxury alongside historical ÌiÀmà ÃÕVh >à wÛi-ÃÌ>À] LoÕÌiµÕi] wÀÃÌ-Vl>Ãà >n` iÝ«inÃiÛi] >n` V>lli` on companies to “know where they stand”. “Try and be distinctive, not


different,” he said. “Know how your people search. What are you anchoring your narrative against? With all these premium brands coming in and trying Ìo yoo` Ìhi m>ÀkiÌ] ÌhiÞ½Ài `ilÕÌin} what luxury means. What do you stand for? What are the terms you can align yourself with?”


aspiretravelclub.co.uk


SEPTEMBER 2022 ASPIRE 15


CREDITS: SARAH LUCY BROWN


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