Channels of discovery are everything.
The desire for human-centric experiences created by human experts somewhat depletes the efficacy of digital marketing collateral for hospitality brands. When guests are booking through personal travel advisors, your website may no longer be the direct point of conversion but it is a space to be discovered, approved of and pined for.
Emphasise these three key elements and potential guests won’t be able to look away.
01 Storytelling
Storytelling no longer means watching Jackanory, but is the concept adopted by marketers to sell their product both visually and verbally. Experience is at the heart of every element of travel and requires evocative compelling storytelling: messaging that resonates, meaningful imagery, and striking video. Every piece of content contributes to a brand’s story.
When that story is tied to place – explorations of history and heritage, curiosity-inducing cultures and more – the narrative becomes that much more compelling.
02 Showcasing Thoughtful Experiences
More than a digital touchpoint, your website should be a taste of the experience. A gallery of what visitor’s lives could look like while they’re with you, at your hotel, in your world. As luxury travellers look for unique, conscious experiences, showcase how you cater to their desires in unmatched ways. Position yourselves as a unique experience. Incorporate conscious, nuanced thinking into your strategy and embed that into your storytelling.
03 A Love for Locality
Caused by a desire for culturally-authentic surroundings, hospitality developers predict that immersion in local traditions, cultures and cuisines is now defining luxury travel. Brands who can offer differentiated, unheard-of experiences will be the most appealing to the high-net-worth and mass affluent consumer base. From handcrafted, locally-sourced decor to dinner experience collaborations with native chefs, incorporating your hotel’s immediate surroundings and appealing to guest’s senses is a simple and natural way to build authenticity.
Takeaways for Luxury Travel Advisors
1. Do the Groundwork
CEO and Co-Founder of luxury travel company Zicasso, Brain Tan, throws a new title in the ring: ‘Today, successful travel agents have deep knowledge of a destination and a Rolodex of local contacts and can customise travel experiences based on a client’s special interests and needs. We call them “travel specialists.”‘
Whatever they’re called, it’s expertise that defines them and persuades clients to trust companies enough with their escapes. Prove your advisors’ knowledge of not only destination travel but human desire and experience too.
2. Anticipate and Act
No one likes the feeling of worry. Be the brand that means your clients never have to. Act before they’ve ever had the chance. Whether it’s cancelled flights, closing borders or a plethora of other travel troubles, luxury clients are paying luxury rates to not have to sit in an airport bar or watch for their room to be ready.
An advisor or agency that anticipates such set-backs and plans accordingly could secure a lifelong clientele simply with a little problem-solving prowess.
3. Enjoy the Demand
The demand for luxury travel advisors is on the rise. Travellers are visiting destinations for longer spans of time, not only to treat themselves but to make the trials of transport worthwhile, meaning more planning to outsource.
On top of that, younger generations with money to spend are leaning into the luxury lifestyle, sourcing travel advisors to find flavourful places that aren’t necessarily classic or traditional but are redefined luxury.
Travel advisors are now appealing to all demographics, an allure that looks unlikely to diminish. While the exclusivity element endures, luxury travel is becoming everyone’s most coveted summer plans as advisors are riding high on their renaissance.
Cultural Communications are experts in luxury travel marketing having worked with some of the most exclusive destinations and specialist tour operators, affording a 360 view of the travel industry.
If you’d like to discuss how we partner with luxury brands to provide strategic design and digital services, please get in touch via mel@melaniestaley.com.
