Marc Aeberhard, Managing Director of Luxury Hotel & Spa Management Ltd, joins us to talk about the luxury travel market, how it’s developing and what marketers in that sector need to think about.
(00:39) How is the luxury travel sector looking at the moment? Is it growing and if so how quickly?
(02:19) What about luxury travellers coming from non-Western markets such as China and India?
(03:42) You mentioned that the attitudes of luxury travellers are changing, moving away from focusing on physical things and towards focusing on experiences. What kind of things should luxury hotels be thinking about to make their guests’ experiences so special and stand out from the competition?
(07:12) A huge part of providing a luxurious experience is what you deliver in the hotel when the guest arrives, but before that stage you obviously need to inspire them to want to book and let them know that you even exist. When it comes to the marketing and positioning aspect of it, what are the key fundamentals to have in place to make sure you get across the right message and connect with the customers that you are trying to reach?
(08:59) For a lot of luxury consumers, it is not just about their experience but also the brand and being associated with ethical, responsible brands that matter to them. How do hotels need to think about that in their marketing and positioning to tell a brand story and make sure that they are aligning with what their customers are expecting?
(09:56) How do you see the next few years looking for the luxury travel sector? Where do you think we will see changes? What do you think are the most important things for luxury brands to be looking ahead to?
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