11 Trends Defining The Next Decade Of Luxury Travel - View ... for Dummies

Published Aug 06, 22
5 min read
Sandals Grande Antigua Resort & Spa

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Putting together packages for guests that focus on activities and experiences can help to entice wealthier travellers to book with you, especially if you offer these packages exclusively to people who book direct. If you don’t offer in-house activities and experiences, you can strike mutually beneficial deals with activity providers in your area.

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Specialist hospitality marketing group, Proven Partners, suggest providing guests with a curated list of local restaurants, pubs and other activities in the form of an in-room lookbook, "instagrammable" printed map, or even an interactive online map. Hoteliers can also strive to create an experience for potential guests online, using creative content and images to tell a story that allows potential guests to immerse themselves in the experience while they are still in the early stages of planning their travel.

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Offer better value, not a better price Money, on its own, doesn’t matter to luxury consumers – if you can maintain value, as any luxury establishment should, you won’t need to cut pricing. Research suggests that if you can maintain a good online reputation, you can actually increase prices without losing out on occupancy or market share.

What they want is an experience that is worth what they are paying. What you can do If you find that price is coming up frequently as a point of contention for your guests, you are not providing an experience worthy of the luxury niche, and while you may be able to improve satisfaction by lowering your prices, your target market will no longer be the luxury consumer.

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Starwood Hotels, for example, assigns personal assistants to guests who stay with them for 100 nights a year or more, and guests at The Portrait Roma hotel in Rome are invited to make use of their “lifestyle team”, who are on hand to personalise each guest’s stay and help them to explore Rome.

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What you can do Personalisation can and should start long before a guest arrives at your hotel, and it can begin before a traveller has even decided to book with you with targeted advertising and dynamic website content What is a simpler way to start? Sending guests a pre-stay questionnaire when they confirm their bookings gives you the opportunity to ask them the questions you need to make their stays memorable.

Getting to know key details about your guests before they arrive gives you the opportunity to make them feel even more valued when they check-in and discover everything they need is already prepared. A post-stay questionnaire should be a given in any establishment, but this questionnaire needn’t just be used to improve your offerings and guest experience – information collected in your post stay questionnaire can be added to a guests profile so that, as he or she stays with you more frequently, you can get a fuller picture of their likes and dislikes and make their holidays more specialised and memorable, and you can make your marketing correspondence with them more relevant to their interests.

Call and ask, or at least log in and check your reservation to see if there are any offers. Discounts may even pop up at check-in time. Check your bags for free, Carrying your suitcase on the plane allows you to bypass baggage claim, but first you have to wrestle your luggage through security and jostle with other passengers for overhead bin space.

I usually approach the reservation desk with a smile, compliment something about the hotel and then mention a reason I’d like a larger room, such as more space to work, when asking for an upgrade. That often does the trick. If not, upgrades may be available using points or at a discount.

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Others offer cheese and crackers and a coffee machine. As with all other aspects of travel, check out online reviews to make sure you’re actually getting a better experience before you pony up extra cash. This article was written by Nerd, Wallet and was originally published by The Associated Press.

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