Agents looking to make it big in luxury need to forget the bling and instead learn a bit more about history.
According to an in-depth survey of more than 1,600 of the UK’s most affluent holidaymakers, big spenders are increasing turning their backs on indulgent experiences and signs of excess in favour of breaks that offer the chance to have time and space for emotional connections.
With high-net-worth individuals (HNWI) now prioritising their wellbeing, vacations that offer an ‘authentic‘ and understated experience now top the must-have list.
The research, from luxury hotel group PoB Hotels, reveals heritage (75% of respondents) is taking centre stage when it comes to holiday choice, ahead of food (66%) and wellness (56%). And while travellers want eco-friendly properties, they are prioritising stays that offer thoughtful touches with seamless and understated facilities.
Interestingly, the report reveals that richer clients shift their attitude to luxury as they age, with the ‘feel’ of a hotel being far more important than its look. And despite having money, HNWIs insist on price transparency when they are planning a trip, with hidden fees being a particular bugbear.
Another emerging trend that could impact agents is a growing move towards spontaneity. Affluent clients particularly value the freedom that money offers, and so are seeking out partners that can help them book holidays at short notice. While operators traditionally talk of short booking windows of between one and three months, the reality can often be trips booked between 24-48 hours in advance.
More good news for travel agents comes from the revelation that 45% of clients said they had no interest in using AI to book their holiday, while a further 32% had avoided it – again opening up opportunities for attentive agents who are willing to go the extra mile.
“This report is not just a reflection of current trends; it is an invitation to consider what the future of luxury could look like,” says PoB Hotels Chief Executive Kalindi Juneja.
“If the past defined luxury by accumulation, the present and indeed the future, define it by discernment, depth, and connection. The insights challenge us all to think differently to meet expectations that are higher and more nuanced than ever.”
pobhotels.com
