The Changing Face of Luxury Travel

In recent months several reports crossed my desk about luxury travel and what high-end travelers want in 2011.

The Virtuoso Luxe Report is an annual survey of Virtuoso’s 6,000 member travel advisors in the United States and Canada. According to the website this predictive report forecasts luxury travel trends for 2011, based on current and anticipated reservations.

There are several interesting results in this survey. Let’s look at a few:

1. Why are clients traveling? To seek authentic experiences in new destinations according to 75% of the travel advisors and to rest and relax (68%).
2. What is biggest travel trend? Family and multi-generational travel (63%)
3. What factors do clients consider when choosing a trip? The destination (93%) and value for money paid (79%).
4. What is the most influential source of information when making decisions?  Travel Advisors (84.5%) and friends or family (79%). Internet is 28% and Social media is only 7.7%!
5. What is the most surprising thing clients ask for? Hands-on experiences that inspire a personal connection and will build lasting memories such as staying in African villages to become part of the culture and community and visiting local schools.
6. What is the most unconventional destination request for family travel? African safari is one of the top responses!

In terms of safaris, I summarize the 2011 findings as follows:

A growing number of high-end travelers are looking for unconventional vacations (such as safaris) for their multi-generational families where they can enjoy relaxing (not rushed) authentic experiences that offer good value for money while relying on their travel advisors and word-of-mouth for guidance.

Let’s discuss this a bit more.

My readers may disagree with the low ratings of the internet and social media in terms of information but the question was about the “most influential” source. Affluent clients may use the internet for research but they clearly do not trust it!

I have said for years that travel advisors will become more relevant in the future as the internet explodes with information overload and it becomes harder to distinguish before truth and marketing fiction. Companies are infiltrating TripAdvisor, Twitter and Facebook and it is really difficult to make a decision when a review is completely split between very positive and very negative.

The question is, are the travel advisors experienced enough to provide clients with accurate and relevant information about their safaris? I recently wrote a piece about the Virtuoso Life Magazine and the very inaccurate safari information that was provided by participating Virtuoso travel advisors. There is clearly a lack of knowledge about safaris in East Africa and I am working hard to provide more in-depth education to travel advisors who sell safaris. For more information please visit my agent site.

The other important statistic is the quest for authentic experiences and clients need to be very aware of what they may get. Currently travel advisors sell many group safaris and there is no way a busload full of tourists will have an authentic experience on safari! The tour companies will disagree but dancers and musicians who perform in the lobby of a tourist hotel while clients wait for dinner are not delivering an authentic experience! Neither is a group of Maasai men who jump on que for tourists while their Maasai women try to sell bracelets and armbands.

Clients also need to be aware of being overcharged for participating in community or charity projects. Some tour companies charge clients hundreds of dollars to pick them up and drive them in a minibus to a local school or community! It just does not make sense does it?

For me, the most important result from the survey is the fact that 79% of high-end travelers are concerned about value for money.

I read this very often. In fact, just about every travel forecast article in recent months declares that people are looking for value.

David Wilkening wrote in Travel Mole on January 26, 2011 “The tendency these days even for luxury travelers is to brag about how much they are saving, not spending.”

The Wall Street Journal wrote in an article called, “Rediscovering a Sense of Adventure” dated January 28, 2011 that travelers are not “flaunting their wealth; it is all about having out-of-the-world experiences.”

Why then do travel advisors still sell mediocre $21,000 safaris from international travel companies when they can offer upgraded experiences (that exceed my summary) to clients for around $15,000? I urge every travel advisor and travel agent to read the Luxe Report and focus on what clients are asking for. Travelers do not want to be overcharged and they do not want to overspend. If you sell brochure safaris from overseas tour companies (preferred suppliers of many consortia and host agencies) please read my safari reviews to get a better understanding of what you are selling to your clients!

Then form your own opinion. Are you really in step with the changing face of luxury travel? 

A growing number of high-end travelers are looking for unconventional vacations (such as safaris) for their multi-generational families where they can enjoy relaxing (not rushed) authentic experiences that offer good value for money while relying on their travel advisors and word-of-mouth for guidance.

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