VOICE OF LUXURY


La Casa de la Playa, Mexico


Royal Mansour Tamuda Bay, Morocco


looking at key markets and these will be markets where we believe there is significant unmet demand for our travellers and where we don’t have a large enough footprint. A great example is that we’re trying to grow our footprint in the US. If a significant part of our business is US travellers, we know a huge amount of their travel wallet is spent domestically or regionally, so that’s a big area of focus. We’re also looking more at Asia and specifically China and India, the latter of which is going to be a huge growth driver in the future.


Q. Do you see your loyal customers actively wanting to tick off new additions to the LHW portfolio? I can speak anecdotally on that. When I talk to loyal guests, I can see that many of them are eager to see and experience new hotels that we add to the collection. Because of this, we created a marketing communication to send to Leaders Club members, which is all around the ‘first look’ of the new hotels joining us and it was incredibly popular. As our members are seeking a new experience, they love getting the first-look emails.


Q. Tell us about your trade strategy. The trade is incredibly important to us. It is a huge contributor to the success of our business and will continue to be vital to our strategy. We’re investing in tools and capabilities to help our travel advisors thrive, and to make it easier for them to work with us. At a time when some brands are trying to build their own direct business, we are committed to collaboration and partnership, and making our travel advisor partners as successful as possible. We just piloted what we’re calling the Leading Advisory Member as a way for us to see what partners are booking and how we can help, recognise and reward them. We are looking at better ways to reward and incentivise at an individual level. We already do it at an agency level, but we want to do it at an agent level – and we want to ensure we offer incentives and rewards that help the travel advisor be the hero for their guests. We will use that data to create a loyalty programme for the trade and we will be doing a lot of testing this year to look at the right combination of benefits and what lands best with our advisor partners.


aspiretravelclub.co.uk


JANUARY 2025 ASPIRE 101


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