Luxury consumer desires are shifting.
As experience overtakes possession,
and time becomes more valuable,
services that offer personal enrichment
will hold appeal.
Here are three key desires of the
modern luxury consumer and how to
win them over:
1. Increased Return on Time
Attitudes towards holidays and
getaways are changing as the
impact of always-on, fast-paced
work lives ricochets into other
lifestyle concerns. As luxury
consumers take a more considered
approach to how they spend their
time, shorter breaks that deliver
super-charged replenishment are
replacing the previous appeal of far-
flung destinations and traditional
beach holidays.
Catering to time-poor, experience-
hungry professionals, some travel
companies are tapping into the
idea of offering ‘snack-sized’ stays.
Emerging from London, travel
company Much Better Adventures
offers mini adventures, or ‘Epic
Weekends’, such as kayaking in the
Norwegian fjords that ‘supersize’
a weekend. Also tapping into
this concept, luxury river cruise
operator Uniworld is launching a
compressed, eight-day, European
river cruise. Passengers have
the opportunity to visit some of
Europe’s biggest festivals and
choose from a catalogue of planned
excursions, from street-art tours to
wine-tasting trips.
Consideration of time is equally
pertinent when it comes to the
beauty and spa industries, with
luxury micro therapies offering
burnt-out high flyers a quick fix.
84 ILHA