Talking trends...

17-Jan-08

Luxury Travel's inaugural Reader Lunch brought together leading members of the industry to discuss everything from customer desires to environmental concerns. Christy Wyatt reports Travel experts were defiantly upbeat as they reflected on 2007 and revealed predictions for 2008 at the first in a series of Luxury Travel Reader Lunches.

The event, held at the boutique Gore Hotel in London included leading upmarket agents and operators who met to discuss luxury travel trends, such as the effect of the internet.

While the value of transactions had grown for some, late bookings and internet use are keeping agents on their toes.

According to Kirker Holidays' Ted Wake: "The volume of information online makes it more challenging to find hotels and holidays that suit your needs. People aren't prepared to spend all night surfing the web." The internet can actually benefit travel agents, observed The Ultimate Travel Company's Martin Thompson, by helping clients develop their ideas.

"We find websites are wonderful because people have done a lot more research than they used to," he said.

SPA OPTIONS

Spa and wellness facilities in hotels was still a growing trend, delegates agreed.

Amenities were not necessarily seen as a 'deal breaker' for clients, but the option was important.

Wake said: "For many clients, it is on the wish list, but when it comes to the crunch, they're more interested in the bar."

Clients seeking a more personal travel experience was also high on the luncheon discussion agenda.

"Many want to stay in a boutique hotel and be hosted by the owners of that property," said Bridge & Wickers' Jerry Bridge.

Emirates Tours' Beth Adams added: "There are two types of luxury. There's the all-singing, all-dancing luxury hotel. Others want a more understated experience."

Edward Bracken, of The Gore, has worked at internationally branded as well as independent properties. He said: "Being a standalone business, the basic old-fashioned relationship you build with people is so important. It is about identifying what the customer wants."

But while clients seek an individual experience, traditional luxury does remain important.Wake said: "When you have been on a long flight, you need a bit of pampering. There's no quicker way to lose a client than to sell them hotels in the wrong sequence."

Family bookings had been strong for many agents and operators in 2007. Bridge pointed out that there seem to be a lot more companies specialising in family holidays.But clients are shying away from traditional family breaks such as Disney holidays, Wake added, in favour of taking children to destinations such as Venice or Cairo.

In consequence, clients' safety concerns for family travel create an opportunity for travel agents.

"The 'last big family holiday' is also very good for us," said Thompson. "Lots of grandparents are taking their children and grandchildren on holiday."

Honeymoon bookings are strong, with many now being paid for by third parties, delegates reported.

Taking a 'babymoon', where clients want to take a luxury holiday before having a baby, was also popular, Turquoise Holidays' James Bell said.

Kirker's Eurostar bookings have fared well, partly helped by pregnant clients seeking a flight-free luxury holiday.

Activity holidays were particularly appealing to the older market, Bridge claimed. "Older clients are becoming much more adventurous. They have the money and they want to do something outdoors."

ECO AWARENESS

Concern was expressed over air travel's popularity amid environmental awareness.

Bell said. "Unfortunately, the blunt point of the green effect has landed at aviation's door."

However, as leisure clients will always wish to mark special occasions with a 'big trip', there is more likely to be a shift in corporate travel, Thompson said.

Adams said: "People are becoming more eco-conscious. We work with a number of hotels that are very good with sustainable tourism. It takes the guilt away from people who want to go on holiday, and who always will."

Hot destination predictions for this year included the Maldives, Central and South America and Spain.

"Spain has not been the most fashionable place to go recently, but you cannot underestimate the determination of the Spanish government. There will be enormous growth in the development of hotel buildings in rural areas," said Wake.

Abu Dhabi is set for huge investment, said Adams: "Dubai has always taken the lead, but will let Abu Dhabi take the reins."

But according to Bell: "South America and South-East Asia are the last undiscovered places," making them ideal luxury leads. Mozambique and Libya may well be opportunities in 2008, claimed Thompson. "It' s a luxury experience in that it's unique." Cuba, Oman and India were also tipped to be hot destinations.

Wake added: "(Heathrow's) T5 will be fascinating because clients with higher spend power will become less tolerant of the underwhelming airport experience."

On a final note, delegates agreed that private air travel continues to grow. Thompson said: "We have never had so many private planes booked as we do this year."

IN ATTENDANCE

Beth Adams, product and marketing manager, Emirates Tours

James Bell, sales and marketing director, Turquoise Holidays

Jerry Bridge, managing director, Bridge & Wickers

Martin Thompson, executive director, The Ultimate Travel Co

Ted Wake, director of sales & marketing, Kirker Holidays

Edward Bracken, co-owner, The Gore Hotel, London