IN FOCUS


MARKETING TO MILLENNIALS


Targeting the young rich


Luxury brands across other retail sectors are turning their attentions to younger, CHƃWGPV RQVGPVKCN ENKGPVU s CPF VTCXGN KU HQNNQYKPI UWKV Erica Bush TGRQTVU


When Nena Chaletzos set up her online travel agency in 2015, she knew exactly who her target audience would be. Rather than going after high-net-worth individuals and baby boomers with accrued wealth, Luxtripper was designed specifically with two demographics in mind: millennials and generation Z. The “social-first” business uses digital content and social media to draw in a client base of technologically savvy, highly-engaged and socially aware travellers, many of whom are now coming into wealth. Seven years on, and the model is thriving – not least thanks to the Covid-19 pandemic, which Chaletzos says rocketed the business to new heights as consumers looked to social media for escapism and travel inspiration.


The company ramped up its digital output Millennials


are the fastest- growing [type


of] traveller and they spend the most on luxury


during the crisis, posting creative content across its social media channels (Luxtripper has more than 40,000 Instagram followers alone) and running polls on Instagram Stories to collect data on what travellers were seeking. The reward? A “significant volume of enquiries” for future trips. As a result, Luxtripper didn’t lose a single member of staff over the pandemic and, thanks to an “aggressive” recruitment strategy launched in August 2020, has grown from 44 members of staff to 155. “Millennials are growing at about 11.6% compound annual growth rate; they are the fastest growing [type of] traveller out there and they spend the most on luxury so [we are in] the perfect place,” Chaletzos says. “We haveª


aspiretravelclub.co.uk


SEPTEMBER 2022 ASPIRE 35


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