IN FOCUS
YOUNGER BRITS TURN TO AGENTS
From far left: Nena Chaletzos; Hannah Bennett; millennials are now the largest generation
with 28% of Gen Z respondents also reporting using TikTok as a travel research platform. It’s not hard to believe: TikTok has more than one billion global daily users and the hashtag #luxurytravel has 1.1 billion views.
Social platforms In the wider luxury sector, Gucci, Dior, Dolce & Gabbana, Porsche and Prada are among brands having “fantastic results” engaging with a younger market on TikTok, according to Hannah Bennett, the app’s industry lead for global business solutions. Speaking at Aspire’s Leaders of Luxury
conference, she said: “There are lots of brands that are targeting 35+, for example, and building out a targeted audience within the platform to make sure they’re reaching their current consumers. But a lot of brands are using it so that they are educating that younger, millennial generation.” Millennials are also the demographic most open to using new travel technology,
with 60% of respondents in the Publicis Sapient report saying they were very or somewhat interested in using augmented or virtual reality to experience travel destinations before going. A further 44% said the same about using cryptocurrency to pay for trips. It makes sense then that Luxtripper is
using a recent round of investment to not only hire more staff but also invest in areas including SEO and its online platform, with the aim of making tailor-made, complex itineraries quick and easy for anyone to build. “We wouldn’t say we’re taking market
share from [other] luxury players because our customers are building [their trips] themselves a lot of the time,” Chaletzos concludes. “We’ve just created a new market space for a new audience. [The pandemic] wasn’t about survival for us, it was about taking an opportunity because we could see there was going to be a reset.” That reset, as it turns out, is proving increasingly hard to ignore.
Contrary to the stereotypes, an increasing number of younger travellers are seeking the expertise of a travel agent when it comes to booking their holidays. A recent survey conducted by Advantage Travel Partnership found that 94% of its members reported an increase in new customers, of whom 30% were in the 35-44 age category but just 15% were aged over 60. Advantage’s respondents said most new customers using an agent wanted assistance with complex itineraries and recommendations for where to travel, followed by those seeking a luxury break and those booking family holidays. In addition, the Publicis Sapient report found that Gen Z is more likely than other generations to prefer the help of a human being over digital options.
aspiretravelclub.co.uk
SEPTEMBER 2022 ASPIRE 37
CREDIT: SARAH LUCY BROWN; SHUTTERSTOCK/ALESSANDRO BIASCIOLI, MARIDAV
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