Consumers increasingly discerning over luxury, says report

Britain’s richest consumers are becoming increasingly discerning when it comes to booking luxury breaks, a survey suggests.

The Kuoni World Class Luxury Report 2008/09 polled 1,500 consumers in July, finding that 67% believe luxury is something that can be bought. However, exactly the same proportion of respondents on a salary of £100,000 or more said luxury requires more than a big price tag.

Kuoni head of long-haul product Wendy Kenneally said: “People earning more than £100,000 are looking for something a bit beyond a price tag, – what’s deluxe is about something that’s personal to them.

“Perhaps people with more money can be more discerning as they have had more of a taste of luxury.”

She added these customers are often more interested in experiences once they are on their holiday, which means the travel trade must offer extra services from restaurant tips and reservations to more personalised tours.


What else the report said:

  • The Far East is becoming increasingly popular. Singapore has benefited with top-class hotels such as the Valley Wing Shangri-La.
  • Cuba is a country with improving standards and has an increasing number of deluxe properties.
  • South America is in vogue, with Brazil enticing visitors to beach resorts such as Ponta dos Ganchos.
  • St Lucia is looking strong and is selling well with increased British Airways flight capacity.
  • Bali is increasingly poular and demand is high.
  • South African game reserves are popular, while the impending Lions rugby tour and England cricket tour will benefit the country.
  • Luxury tented camps in East Africa including Mara Bushtops in Kenya are looking to achieve growth for next year.

Top 10 long haul luxury destinations

1. Thailand (1)*

2. Maldives (3)

3. Dubai (2)

4. Egypt (5)

5. Malaysia (4)

6. US (6)

7. Sri Lanka (8)

8. India (9)

9. Hong Kong and China (7)

10. Morocco (10)

Source: Kuoni World Class Luxury Report 2008/09. *Positions for 2007 in brackets

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