The rich and famous used to travel in luxurious limos with their luggage towed behind them. They also stayed at hotels and resorts that were distinguished by their size, height, and finish of their floors and walls.
Then, no one gave a damn about cutting down Thai teak and African ebony. Having real ivory tusks on display in the hotel lobby wasn’t just normal, it was laudable. And pillows, quilts, and duvets were created by picking soft feathers off live geese. The days of the rich and famous are over. They have shifted simultaneously into two distinct directions.
They are not only more aware of the environment, but they have also become softer and responsible towards their surroundings.
They are more interested in unique experiences than actual destinations.
Let’s take a look at the factors that a traveler today considers when they make a reservation.
The Travelers’ Conscience
A survey by Booking.com of 33,000 travellers around the globe, published in 2023 Sustainable travel report, revealed that the majority were interested in traveling in a sustainable way. A further 76 percent of respondents said they wanted to travel sustainably in the coming 12 months. In addition, the survey found that more travelers were looking for ways to minimize their impact while on vacation. This included everything from using linens in hotels to switching off air conditioning. About 43 percent of vacationers plan to walk, bike or use public transportation. This includes the luxury traveler.
The findings also revealed that travelers are unsure of where they should look for holiday options which promote sustainable tourism and help local communities. They distrust the legitimacy of sustainability claims and credentials and feel there is a lack of choices in general. Over half (55%) of the respondents travel with a reusable bottle.
Responsibility-based solutions
What is the New Luxury? Are the luxury travelers of today more responsible than their predecessors? They are more aware of the harm that money can cause and have a more critical view about it. In the survey, 43 percent of travelers said that they would be willing to spend more money to help support sustainable travel. Isn’t it a chance to become more innovative, sustainable, and boost our profits and occupancy? According to Nature.com, tourism and specifically aviation-related tourism accounts for 8 percent (or more) of the global greenhouse gas emission. It’s time we looked at how we could be more responsible, where we have influence, here on ground.
The experience
Sustainability is only one of the elements that the luxury traveler seeks. Travel that is both experiential and sustainable can be combined. A unique experience for the luxury traveler can be many different things. It could mean a rare adventure, an extraordinary encounter, or a physically demanding activity. Or it might even include picking someone’s brain, such as a Sioux Elder, bartender, graphic artist, and son of Hiroshima survivors.
How can we best cater to this new breed of flexible and independent travelers (FITs)? What services should we provide? What should we offer to attract guests who don’t really care about marble, gold, or silk in the lobby but instead choose hotels or resorts based on their experience? The level of luxury that the hotel inherited or the ability of its staff to anticipate guests’ needs is no longer enough.
Knowledge is King
The service levels are now a defining feature of the luxury market. Gone is the old-fashioned ‘Yes Sir’ butler. What counts today is the level of expertise the team possesses. It is important to have local knowledge and a good understanding of soft sciences, as well as regional and local information. We can only offer an experiential experience if we train our staff to make sure the guests return.
Bookings are based on many factors. Airbnb also has an experience section, not just a place to stay. Luxury and exclusivity are created by the local and regional expertise that luxury travelers today demand. They expect this from all those they come into contact with, including the concierge. There are many scenarios. The scenarios are numerous.
The best personalized service
Why not customize the experience in order to meet the guests’ personal needs? As an example, you can combine a scuba diving lesson with a sailing class, and offer a language course while hiking through a forest. We should look for ways to personalize services and do so using data and research. It could be as simple as creating a menu based on the guests’ dietary needs or adding nicknames to their slippers and pushbikes. If you offer a paragliding experience upon arrival, cooking lessons with a trip to the market, night walks in the desert, or an opportunity to rebuild the local school, your success will be determined by the lasting memories your guests will carry with them for years to come.
Make memories
The unique moments you’ve created, the rare and memorable events that have taken place, or even your one-of a-kind journeys, will help distinguish your hotel from others. To do this, dear colleagues, it is important to know the history, culture and community of the place you’re in, as well as the values, ethos and mindset of the travelers you want to attract. You will not succeed without a thorough understanding of the culture, history, and communities in your location, as well as the ethos, values, and mentality of the traveler you want to attract.
