Winds of change are sweeping through the GCC luxury tourism sector. Once known for its carefully created opulence and resplendence using high quality materials in furnishings and design, fresh perspectives that are centered on experiences and emotional connectivity, are invigorating the sector and demanding creative responses from destinations, hoteliers and travel management companies.
Hospitality and travel professionals agree that experiences that assist in the making and retelling a story are a key requirement among luxury travel seekers.
“The luxury tourism industry is definitely shifting, from consumers becoming less interested in thread-count, caviar and other material objects, and more interested in experiences. New luxury is all about offering guests a more authentic, genuine experience unfettered by specific brand or quality standards like thread counts,” commented Francois Kassab, Chief Operating Officer, Millennium & Copthorne, Middle East & Africa.
“There is a need for authenticity in all experiences which should convey the idea of a destination and its history, traditions, and culture. As such, any experience for the luxury traveler is simply insufficient as there is preference for ‘real’ or ‘pure’ experiences—an experience that can unleash the senses and unburden luxury pleasure seekers,” commented Arianna Pradella, Commercial Director, Caldana Travel Service Utat Viaggi
While exclusivity is still a defining attribute of luxury tourism, it has become the basic requirement, and carries a different meaning. “Luxury MICE travelers expect a high standard of service, fine finishes, exquisite products, incredible designs and little touches to already be in place in five-star hotels. What will set brands apart moving forward are personalized service and craftsmanship as well as an interesting story to tell – an experience that will help the consumer connect with the brand or hotel,” added Mr Kassab.
Meanings attributed to exclusivity include the need for more customized and personalized approaches to tailormade travel programs and service. “Clients have to be consulted in the developing of these tailormade packages and travel professionals are expected to and should be experts in their destinations,” said Jason Lim, Chief Operating Officer – DMC, Smailing Tours & Travel Service, Bali, Indonesia.
Speaking on whether a slowed global economy would have an impact on the luxury tourism sector, Mr Lim said that ‘Affordable Luxury’ would be the key word. “A growing middle class aspire to travel in luxury and will be more likely to pay for better experiences and interesting destinations although this will not be the kind of astronomical value previously attributed to luxury travel. On the other hand, high net worth individuals that are classified as Luxury travelers in the past are also now looking at value added deals that accords privacy, good value and yet retains the exclusivity that these travelers have come to expect.
“Differentiating and responding to emerging trends in the luxury tourism sector is becoming quite challenging, as there are those that are aspiring towards affordable luxury, and high-net worth individuals seeking experiences of a lifetime that would last and even change their lives. This is different to a simple get away or vacation. Recognizing these needs, these trends, and offering customized packages in a curated environment to do business are a key part of the 5th annual MICE Arabia and Luxury Travel Congress,” commented Sidh NC, Director, QnA International.
These industry experts would be present during the MICE Arabia and Luxury Travel Congress to be held in March.
