![]() ![]() The booking stage is the perfect opportunity to offer personalization options and begin offering added value, like trip inspiration and information on exclusive tours, personalized service, and envy-inducing photo opportunities. Understanding this type of information makes it clear where you need to engage these customers and make sure your property is featured. They also frequently turn to agents and advisers to help with planning. For example, what resources do they use for planning and research? Research shows that 32 percent of luxury travelers used an official destination website to plan travel in the past year. Now that you have the roadmap, it’s time to determine how your customers interact during each stage of their journey. Consider leaving a little parting gift inside their room (high-end snacks and bottled water for the road, for example), and once again be ready to help them with their luggage. Departure: When you say goodbye, let your customers know that you’ll miss them as much as they’ll miss you.Attention to detail is key here, from personalized recommendations to concierge services that can include booking spa and dining appointments. On-site experience: This is your opportunity to let your travelers know that they made the right choice with your property.To make the experience even better, invest in technology like mobile check-in and keyless room entry. Luxury travelers expect amenities like valet parking, easy check-in, a warm welcome, and bellhops handy to help with bags. Arrival: In a word, this stage of their journey should be seamless.Pre-trip planning: After a trip is booked, it’s time to start working on the details like choosing tours and attractions, booking time at the spa and researching the area’s dining options.At this stage, customers will finalize their transportation and lodging. Inspiration and research: Where do they want to go, what attracts them to a location, what would they like to do while they’re visiting?.What stages do luxury customers go through when they decide to go on a trip? Defining the stages of travel is the next step, because those are the points where you have the opportunity to engage. Your audience may look different, so it’s important to do some digging. In general, today’s luxury travelers skew male (but not by much) and are a bit older than other travel audiences, have young children, are well educated, and see food/cuisine as a top priority when choosing a destination. If you don’t have an analytics company that you work with, this can be accomplished through customer surveys, reading through online reviews, and studying your social media to see what travelers are saying about your destination. Do Your HomeworkĬonduct research to find out as much as you can about your ideal customers’ demographics, travel preferences, and expectations. We put together a step-by-step plan for helping you understand your luxury customers and engage with them in a way that will resonate at every touch point. Once you have that information, you can get down to the how. If your goal is to cater to travelers who want nothing but the best and have the money to achieve it, it’s important to get inside their heads and understand not only what they’re seeking from their travel, but why. How do you attract these spendy travelers to your destination? Learn to speak luxury. Oday’s luxury travelers may only represent 27 percent of the travel population as a whole, but they’re likely to spend $2,000 more than the typical traveler – that’s one seriously desirable demographic. ![]()
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