“Don’t assume that your clients have the same budget as you do when it comes to travel”
It’s a wise travel advisor who knows the saying, “Don’t sell out of your own pocket.” In other words, don’t assume that your clients have the same budget as you do when it comes to travel. In fact, a lot of them may be very well heeled.
What is a luxury travel client? Some hoteliers classify them as ones who spend over $500 per night in accommodation. Some tour operators consider the ultra-luxury client to be the ones who spend $3,000 to $5,000 per person per day. Either is worth your learning about how to service.
The ‘typical’ luxury traveller is changing. One the domain of boomers (now aged 61-79), these desirable clients are getting younger. Spending on travel actually peaks between the ages of 40 and 60, and travellers even younger are not shy about spending more. Millennials (30-45) have stepped up to the plate, credit cards in hand.
Why is that?
Certainly there is still the COVID ‘hangover’ during which so many of us missed the chance to travel (even as our bank balances were swelling with all that unspent money). Some well-to-do parents foot the bill for university educations, so grads weren’t burdened by student debt. Jobs can be handsomely paid. And owning a home or a cottage is not a priority for some. But travel can be – and budget travel is not on their menu. (Plus, luxury travel comes with some pretty cool social media bragging rights.)
What are these clients looking for? In researching this piece, I saw the following themes: Authenticity. Wellness. Sustainability. Uniqueness. Digital connectivity (or its distant cousin, complete disconnection).
As with any discovery call, keep your ears pricked up for these words when asking a new client what their priorities/interests are.
And widen your own vision as to what these clients might want to do. Multi-gen travel? Here’s a thought: Kensington Yacht Charters reports their business is up 94% YOY. Destination wedding? Maybe not an all-inclusive resort but a rented chateau in France, complete with staff.
Speaking of weddings, how about pitching bachelor and bachelorette parties? A friend recently sat next to a 30-ish guy on a plane from Montreal to Martinique. He was 1 of 11 sharing a villa for a bachelor party. And where did the girls go? To the Spanish island of Mallorca. Either of which would be a nice booking for you.
Joelle Goldman is the Vice President of Host Services & Luxury Hotel Programs for Direct Travel in North America. She can be reached at jgoldman@dt.com.
