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SELLING LUXURY HOLIDAYS TO THE AFFLUENT MARKET

31/10/2013

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Travel agents fail to gain the attention from affluent consumers when selling luxury holidays to the affluent market. They simply overlook the fact that 10% of the population are self-made millionaires who have little in common with the rich and famous as seen on TV.

When marketing Luxury Holidays to these affluent consumers Travel agents should be mindful of the fact the a significant percentage of affluent consumers are either ill informed or shy away from luxury brands, Hence the attitude and behaviour of the wealthy must be taken into account when selling luxury brands.
Agents need to educate their clients about the value of luxury brands they can easily afford in order to travel in style.

The perception that luxury brands are mainly for celebrities is created by the media. In differs in reality. The affluent are not celebrities, famous athletes or high flying businessmen. These groups are self-made millionaires. These groups form an essential market that remains untapped.

Few have ever heard of many luxury brands like Four Seasons, Ritz-Carton hotels, Intercontinental, Hilton, Accor, Hyatt, Starwood etc., Perhaps about 1% of wealthy people know these brands intimately. Most likely they believe that luxury brands are overrated and meant for elite seekers only.

It is a good idea to keep this in mind. People will maintain this perception unless they experience first-hand the difference. Promotions and special offers will lessen this perception and it is paramount that Travel agents and hotel operators get together to find a way to sell their products.

Take note that luxury brand marketing campaigns will go wrong if they don’t take into consideration  that the majority of millionaires have had little or no exposure to luxury.

The big question remains unanswered. How do you educate them? How do we make these luxury brands more appealing?

Historically agents have viewed their role as enabling customers to save money. There is a catch 22 situation here. I think most agents can sell their luxury products if they are  knowledgeable about their products. Understanding the different needs of individual customers is paramount to the industry. Affluent consumers do enjoy quality once they have experienced it.
 
Once travellers experience the difference in quality they will realise that luxury brands are not overrated and that they deliver value for money. Herein lies the secret.

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  • Home
  • About Us
  • SRI LANKA TOURS
    • Day Tours Sri Lanka
    • Two Day Tours Sri Lanka by Leisure Travel Sri lanka
    • Multi Day Tours Sri Lanka
    • Eco Tours Sri Lanka >
      • Trekking & Hiking Sri Lanka 7 days
      • Sri Lanka Wildlife Tours 10 Days
      • Sri Lanka Discovery Tours 7 days
      • Sri Lanka Island Special 7 days
      • Sri Lanka Highlights 10 days
      • Nature Camping Sri Lanka 11 DAYS
      • Nature Tour Sri Lanka 11 Days
      • Sri Lanka Tour 11 Days
      • Sri Lanka Cycling Special 14 days
      • Explore Sri Lanka 15 Days
    • Best of Sri Lanka Tours >
      • Sri Lanka Ramayana Trail 9 days
      • Sri Lanka Buddhist Tour 9 Days
      • Sri Lanka Buddhist Tour 7 Days
      • Budget Tour Sri Lanka 8 days
      • Paradise Sri Lanka Tour 11 days
      • Culinary Tours Sri Lanka
    • Sri Lanka Wedding Specials
    • SRI LANKA SPECIALS >
      • Sri Lanka Specials for Families 12 days
      • SPECIAL TOUR SRI LANK 12 DAYS
      • Classic Tour Sri Lanka 13 Days
      • Sri Lanka Golf Tour 13 days
      • Culture Tour Sri Lanka 13 days
      • Adventure Tour Sri Lanka - 13 Days
      • Sri Lanka Family Holiday 14 days
      • SPECIAL TOUR SRI LANKA 15 DAYS
      • SRI LANKA HOLIDAY SPECIAL 20 DAYS
  • DESTINATIONS
    • Australia
    • Sri Lanka
    • Discover Vietnam
    • New Zealand
    • GAdventure World Tours
    • YouTube
  • Blog
  • Contact