Top Luxury Travel Trends To Watch

By Lorraine Abelow Founder & President, Abelow PR | January 28, 2018

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.   

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.

The group can run from six to as many as sixteen, depending on the number of grandchildren involved, if close relatives join the group. With adventure travel being big for Baby Boomers who are often extremely fit, and also often footing the bill, a surprising number of activities are popular.

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Sales & Marketing: Opinions Matter

Hotel Sales and Marketing Directors manage a complex mix of strategies to attract and convert customers into guests. Part of their expertise includes an awareness of customer behavior during the reservation process, so they can make sure their hotel is favorably positioned. One such trend is the growing popularity of travel review sites. According to one recent survey, 61% of prospective customers consult online reviews in order to validate information about the hotel before making a purchasing decision. Another survey found that the average hotel customer reads between 6-12 reviews across 4-10 properties before making a final decision on where to stay. Similarly, other studies have shown that consumer reviews are a more trusted source of information for prospective customers than other kinds of marketing messaging. In fact, reviews are often considered to be as influential as price regarding whether a customer decides to complete a purchase or not. Plus, travel sites with the most reviews - including recent reviews from satisfied customers and thoughtful responses from staff - were also found to be the most appealing. So having positive reviews on a travel website is essential and can help to increase a hotel's conversion rates dramatically. Of course, there are all kinds of additional marketing strategies for sales and marketing directors to consider - the importance of video and the emergence of live streaming; the implementation of voice search; the proliferation of travel bots; and the development of Instagram as an e-commerce platform. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.