10 Luxury Travel Trends to Watch For

By Lorraine Abelow Founder & President, Abelow PR | October 29, 2017

Luxury travel is one of the most lucrative segments for hoteliers, but success depends on publicizing that you are innovating and a market leader. A travel public relations company that specializes in hospitality PR monitors the emerging trends worldwide to best position its hospitality clients for success. These trends shift quickly in today’s digital environment, so it is vital to stay abreast of them by subscribing to Google Alerts, and regularly reading top media outlets like Skift. It is important to position your property in the context of trends, because that is what will perk up the ears of editors, journalists and the all important bloggers.

1. What is the Most Significant Trend for 2017?

Experiential and authentic travel is the buzzwords that tickle people’s fancy. Not just going to the same hotel or destination, they are looking for new destinations. Even in the private jet sector, people aren’t repeating the same routes. Customers are actively seeking out new and different places all the time and a top public relations agency can get you exposure to appeal to their new instincts and attract reservations. The growing affluent market is looking to expand their horizons, so position your property as offering an experience they have not had before.

2. What is Changing in Family Travel?

Adventure – budget or luxury style tops many families bucket list nowadays. So it is smart for hoteliers to create packages that offer exciting excursions that are active. Since often the group is comprised of extended families, and multi-generational, it is wise to have an excursion specialist. It could be saying at a three or four-star hotel in Colorado or California, and hiking in Yosemite, for example, if the kids of old enough.

Publications to promote your story range from Conde Nast Traveler to the New York Times. There are also the highly influential Mom blogs, with their devoted readers. And since moms, or grandmothers are the ones most frequently planning vacations, marketing to them will be fruitful.

Coming up in January 2018...

Mobile Technology: Relentless Innovation

Technology has become a crucial component in attracting and retaining hotel guests, and the need to enhance a guest’s technology experience is driving a relentless pace of innovation. To meet and exceed guest expectations, 54% of hotels will spend more on technology in 2018, and mobile solutions in particular will top the list of capital investments. Many hotels are integrating mobile booking, mobile keys, mobile payments and mobile check-in into their operations. Other hotels are emphasizing the in-room experience, boosting bandwidth and upgrading flat screen TVs to more easily interface with guest mobile devices. And though not yet mainstream, there are many exciting technology developments on the near horizon. The Internet of Things (loT) is taking form in some places, and can be found in guest room control systems, voice activation systems, and in wearable sensors that can be used for access and payment options. Virtual reality headsets are available at some hotels so guests can enjoy virtual trips to exotic locations or if off-property, preview conference facilities and guest rooms. How long will it be before a hotel employs a fleet of robots for room service, or utilizes a hologram as a concierge, or installs gesture-controlled walls that feature interactive digital displays? Some hotels are already using augmented reality for translation services, or interactive wall maps, or even virtual décor. This pace of innovation is challenging property owners and brands to stay on top of the latest technology trends while still addressing current projects. The January Hotel Business Review will explore what some hotels are doing to maximize their opportunities in the mobile technology space.