What are luxury travellers looking for?

They value cultural heritage, the performing arts, storytelling, and luxury products that showcase unique traditions and techniques. Both cultural heritage and local culture are the main drivers of world travel. International travelers see themselves as sophisticated explorers who claim that their main travel motivation is the desire to explore new cultures and traditions while on vacation. These travelers want to learn new things and have new experiences abroad.

In general, the most popular tours are those that focus on food and shopping. Luxury travelers prefer personalized, private tours, rather than trips for large groups. According to a TripAdvisor survey, the fastest-growing tours are family-oriented. Bookings for these trips increased by more than 200% last year, and those of US travelers by 291%.

Adrenaline tours, such as going up to the roof of London's O2 Arena, are ideal for the whole family. Experiential travel is a popular buzzword, but what does it really mean? What makes a trip a real experience and not a simple vacation? They contain more than 11 fitness equipment and a kiosk with more than 200 tutorials. There's also a fitness bike, a meditation chair, and a suspension training system. The term luxury travel denotes traveling with a great deal of comfort and quality, without stress or discomfort.

It involves an elevated travel experience with minimal hassle and maximum comfort. Luxury travelers specify the things they want to have an enriching experience during their vacation. Exclusive cabin class and quirky hotels are one of the main things they are looking for. According to the study conducted by Research Dive, the luxury travel market will experience significant growth in the coming years.

In addition, a luxury traveler will seek a personalization of their interests and the quality of the hotels. The meaning of luxury is different for everyone, but here are some key factors that are increasingly important to wealthy travelers. Most luxury travelers are foodies and, therefore, they like their food to be authentic and extremely appetizing, depending on their preferences. The luxury tourist profile refers to people between 30 and 40 years old, with high purchasing power, an annual income of more than 150,000 euros and who travel a minimum of four times a year.

Whether they attend local cooking classes during their trip, use a culinary experience as a travel theme (such as wine tourism), or dine at great restaurants around the world, travelers make dining a priority on their trips. High-end travel takes this aspect into account by taking advantage of storytelling and community in marketing materials and by organizing off-site events that allow travelers to choose to share the community with other guests. Perceptions of what luxury is vary depending on the culture, society and the socioeconomic situation from which the traveler comes. They are called luxury travelers for a reason and, therefore, they want to have a hedonistic experience with all the different amenities to which they are entitled.

In general, luxury travelers don't want to wake up feeling like they could be anywhere in the world. While it's not usually a deciding factor when choosing a place to stay, sustainability is an increasingly important consideration for luxury travelers. The effects of the global pandemic were devastating for the travel industry and for the travelers themselves. A luxury traveler must have a service 24 hours a day, 7 days a week to be able to enjoy the beauty and comfort of the place on their own terms, with a full assistance service when needed.

The new Skift trend report suggests that this rethinking revolves around the 5 C's of luxury travel, a group of principles that engage consumers emotionally and physically before, during and after the travel experience...

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