VOICE OF LUXURY VOICE
LUXURY Ů
Jumby Bay
this will change in the next few years. The UK is an affluent country and British people are astute, curious travellers, so for us, it’s an important market. At Jumby Bay, for instance, more than 30% of our guests are British. They’re also significant at Hotel du Cap, Le Bristol [Paris] and Brenners Park-Hotel & Spa [Germany]. In total, the UK is our fourth market after the US, the GCC [Middle East] and Germany.
Q. What role does the UK travel trade play in sales? In the US, the travel trade is a super-important partner – a good half of our bookings go through a travel advisor. In other markets, it’s less: in Germany, for example, it’s pretty much non-existent. In the UK, [agents] are important when it comes to wellness-related travel. At Villa Stephanie [at Brenners Park-Hotel & Spa], which is doing pretty well with the British market, we’re seeing quite a lot of guests booking through their travel advisors.
Q. How do you support the trade in selling Oetker Collection properties? What’s important is making people familiar with the properties
through fam trips. How does the property feel? How does it taste? Only then can you sell it well. Every year, we try to make sure we have a sufficient number of fam trips to our properties to give [agents] the real experience. Then we have our Pearl Partner Programme, which is limited to our top travel partners. You qualify if you work with us a lot – you get great benefits and commission that make it attractive to book with us.
+° oÜ ÜoÕl` ÞoÕ `iwni lÕÝÕÀÞ in Óä£9¶ For me, it’s always closely related to rarity. Maybe 80 years ago, a car was a luxury, but today, the possession of a car in itself is not. That’s also why time is so important to all of us these days – it’s a scarcity. Craftsmanship is also important – things that take a lot of effort to make, produce or provide. Therefore, a budget experience is never luxury. I’m not qualifying budget experiences, I’m saying the term ‘affordable luxury’ is one of the most stupid expressions I know, because luxury cannot be affordable. Somebody who buys a luxury good or service today is also more aware of how it has been made and what resources have been used. So luxury must make sure that it is put together in a conscious and reasonable way.
102 ASPIRE NOVEMBER 2019
aspiretravelclub.co.uk
CREDITS: SHUTTERSTOCK
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