WHAT’S IN A WORD?
Is
luxury
the
most
over
used
word
in
the
travel
sector?
I
only
ask
because
most
weeks
I
will
typically
have
several
new
business
tenders
cross
my
desk
that
heavily
feature
the
word.
The
range
of
companies
seeking
PR
or
marke:ng
services
is
eclec:c
at
the
moment
–
from
bou:que
hotels
to
tourist
boards,
from
interna:onal
resorts
to
global
hotel
chains
and
from
cruise
lines
to
airlines.
While
they
are
all
vastly
di?erent
products,
with
di?erent
customer
pro?les
and
di?erent
price
ranges
one
word
seems
to
unite
them
all
–
luxury.
Nearly
every
brand,
product
and
organisa:on
in
the
travel
sector,
it
would
seem,
cannot
resist
using
the
word.
I’ve
never
done
a
study
on
it
but
I
wouldn’t
mind
bevng
it
is
one
of
the
most
common
descrip:ve
words
in
our
industry
for
a
product
–
any
product.
things
to
di?erent
people.
You
and
I
for
example
may
have
very
di?erent
views
on
what
cons:tutes
luxury
–
having
arrived
at
our
percep:on
of
the
word
by
way
of
upbringing,
cultural
exposure
and,
of
course,
personal
taste.
Therefore
if
every
brand
uses
the
phrase
luxury
to
di?eren:ate
itself
then,
by
default,
those
brands
are
not
truly
di?eren:a:ng
themselves.
So
why
is
it
that
everyone
in
travel
seems
to
be
jumping
on
the
luxury
bandwagon
when
marke:ng
their
product?
Why
does
every
marke:ng
person
bandy
the
phrase
around
at
the
drop
of
a
hat?
Why
is
every
press
release
and
copy
on
websites
and
in
brochures
full
of
the
word
luxury?
One
can
only
conclude
that
there
may
be
a
degree
of
laziness
involved
or,
more
likely,
that
these
brands
have
simply
run
out
of
ideas
on
how
to
express
themselves
and
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