Change in family make-up requires flexible approach
Luxury travel firms must cater for changes to typical family groups to avoid missing out on valuable bookings, Connections delegates agreed.
Trends include smaller family
sizes – meaning parents have more disposable income to upgrade entire groups – and a growth in single parents travelling with children. The points were raised during the Connections Group Discussions, which are held under Chatham House rules, meaning speakers are not identified. One group discussed the
transience of relationships, which could result in an increase in single parents booking family holidays, and required companies to have a flexible approach based on circumstances in the run-up to a holiday. “Single luxury travellers is a big
market – and we are seeing a rise in single parents travelling with children,” said one delegate. “These are tough times for
relationships, with divorce rates rising. So even if you plan a holiday for the future, perhaps one year in advance, clients may need
more flexibility from their travel providers in case they need to make changes to their plans.” Although smaller families could
represent an opportunity for travel companies, with parents having more scope to include all members of a family in a premium booking, delegates also raised concerns that the exclusivity of luxury products could be diluted as a result. Delegates were urged to continue focusing on the growing number of affluent ‘dink’ (dual- income, no kids) customers, while brands such as Belmond Hotels were praised for increasing their focus on the LGBT market with dedicated sales teams. Another demographic change
that could present opportunities is the shift from non-traditional work patterns, which could help flatten traditional seasonal trends. “There are a lot more start-ups,
entrepreneurs, people who work remotely, and digital nomads,” one delegate said. “They’re not tethered to the office and have regular holiday allowances, so their patterns of travel are changing.”
HOW DID YOU FIND CONNECTIONS?
Lucas Paracha, Arakur Ushuaia Resort & Spa “Participating in Connections put our property on the map, as well
as all the fantastic activities we offer as the southernmost city in the world.”
Blair Hong, T-Percent “Connections isn’t just a trade show, it’s a place where the best of everything
gathers: the best travel designers and the best hotels and DMCs.”
Lucia Bo, Palacio Duhau Park Hyatt Buenos Aires “It’s been amazing working with Connections. Luxury is all about
emotional connections, so we were excited to create experiences for delegates to enjoy together.”
14 December 2017
travelweekly.co.uk 17
PICTURES: MATT SPRAKE
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