Chris Townson, Luxury Gold managing director, hails the opportunities for selling holidays at the higher end of the market
Time and time again, after periods of downturn or recession, we have seen the luxury market bounce back first.
It happened after the economic downturn in 2008, and we’re seeing it again now post-pandemic as the travelling world gets back on its feet.
Media speculated earlier this year about a ‘roaring 20s’ style revival, and, while for us in the travel industry it has been slow and somewhat disjointed, we’re definitely seeing that resilience play out at Luxury Gold – the ultimate in luxury escorted journeys – with confidence and big bookings returning as we bring our 2022 portfolio to market.
Typically, guests at the higher end of the market haven’t experienced a dip in their income, savings or pension over the last 20 months, and, in fact, many have saved money, given the limitations on our freedoms, activities and therefore spending.
Without a holiday for two or three years, and with 2022 on the horizon, they are now itching to get out there and make up for lost time, and they’ll spend more money to do it properly – in style and with exemplary service.
This is definitely true of our customer base at Luxury Gold. Furthermore, our guests tend to be at the older end of the market, aware of the passage of time, and looking for the reassurance that every need will be taken care of.
They now want to seize the opportunity to make their next holiday something incredible, to extraordinary places that have been on the bucket list for years. In the words of Tracy Chapman, if not now, then when?
All this translates into an incredible opportunity for travel agents to market and sell to these customers, and to capitalise on the demand for bucket list travel: the majesty of the Canadian Rockies or Uluru, the spine-tingling first glimpse of the Taj Mahal or Machu Picchu, the rumble of the Iguazu Falls, the Big Five in its natural habitat at Kruger National Park and the culture and cuisine of vibrant cities such as Tokyo, Sydney, Buenos Aires, New Orleans or Cape Town.
Lots of these experiences and destinations are being booked right now, and the rest are starting to gain momentum in our search terms as the red list becomes a thing of the past.
Luxury Gold has crafted some breath-taking itineraries, featuring the finest hotels, eating in Michelin-starred restaurants and meeting extraordinary people.
From our new Resorts and Ranches of Colorado and New Mexico, which spends three nights in the spectacular 590,000-acre Vermejo Park Ranch, looking for bison and elk, and enjoying fly-fishing, horse-riding, cocktails and Cinema under the Stars, to a sunset afternoon tea at Agatha Christie’s favourite Old Cataract Hotel in Egypt, or the opportunity to meet a Grammy award-winning artist in Nashville, we know we’ll be creating lasting memories for these guests who are looking for the holiday of a lifetime.
Trust me, you’ll find many who are ready to book now, and the Luxury Gold sales team are on hand with all the inspiring collateral and information you need to help you convert.