Luxury: What’s price got to do with it?
The Australian travel culture has evolved, entering into a new era of bespoke tailored travel, away from the cookie-cutter programs sold on mass, according to Virtuoso chairman, Matthew Upchurch.
Speaking in Sydney today to unveil the results from an in-depth look into travel trends and preferences for high net worth individuals, the group’s first research into the field held in conjunction with Australian resort, qualia, Upchurch said there has been a “significant shift” in consumers’ idea of luxury, and that 60% believed it is no longer defined by price.
“The elements driving the luxury market are a feeling of connectivity, authenticity and a sense of place. People want genuine, personalised experiences and whilst this is a global trend, it is more prevalent in sophisticated markets like Australia,” Upchurch, said.
“Australians have always been big travellers with holidays being a critical element in their lifestyle. They often invest more time than others to explore the world and there is a clear movement towards cultural authenticity and connectivity.”
The 2015 Australian Luxury Travel Survey of more than 2500 Virtuoso clients and qualia guests found Australians were having to manage their travel plans around busy lives, changing their travel behaviour, destination choices and planning cycles.
“Now, more than ever, travellers are aware their most precious, non-renewable asset is their leisure time, and this is driving a demand for domestic luxury experiences, which is great business for Australia’s amazing products,” Upchurch said.
Domestic short breaks of 2 to 4 days were also on the rise with 66% of respondents, suggesting a new, incremental sales volume for high-end agencies.
“Personalised attention to detail is highly desirable in this ‘new’ luxury market, the individual needs of clients must be recognised – we are entering the era of bespoke tailored travel, away from the cookie-cutter programs sold on mass,” Upchurch said.
Environmental issues were also high on the agenda amongst luxury travellers than compared to five years ago.
The survey also found the most powerful influence on decision-making is word of mouth, but traditional media and travel advisors also made rank.
“People are mostly influenced by recommendations from a friend they know and trust. Luxury travellers are telling us they rank advice based on how well they trust the author. The creation of great travel stories told by our influential clients is key to our business,” Upchurch said.
As for destinations clients are considering, the Virtuoso Luxe Report ranked Australia in fourth place on the popularity scale this year.
“Internationally we have seen remarkable growth into destinations such as Australia and New Zealand, which has grown 95% in the past year after Tourism New Zealand launched a focused campaign to gain a greater market share of the US high net worth traveller,” Upchurch said.
“Cruising is another longstanding trend internationally and for Australian luxury travellers, with river cruising becoming the number one trend out of the US and Canada, followed by multigenerational travel, while the most popular ‘Emerging Destination’ is Croatia.”
Virtuoso boasts a data warehouse of more than US$30 billion in current and past sales transactions.
Email the Travel Weekly team at traveldesk@travelweekly.com.au
Australian travellers luxury travel Matthew Upchurch qualia virtuosoLatest News
Collette goes off the beaten track with Canyon Country tour
To be clear TW is not advocating actually walking off the beaten track. Avoid the coyotes. Stay on the beaten track.
Intrepid & Korean Tourism Organisation team up to give agents a cooking masterclass
These guys learnt that Korean cooking is more than just putting kimchi on 2-minute noodles (as we once thought).
Winner, winner! Intrepid reveals the 9 lucky agents that won $2k
Who won the incentive? Which Intrepid trip will they spend it on? What day of the week is it again? Where am I? Huh?
Corporate Traveller reports 42% increase in Easter traffic this year
Business travellers just love Easter! Expect plenty of chocolate stained documents returning to the office on Tuesday.
Turbulent year wiped $384m off Qantas brand value: Report
Meanwhile, eating tuna at your desk can damage your own personal office brand value by several thousand dollars.
FAMIL: Room-Res & Singapore Tourism Board shows agents the Lion City’s roar
Click this article to see a man very impressed by a 20-layer chocolate cake. We're not kidding, he loved it!
Oceania Cruises offers sailors free pre-cruise hotel stay
Looking for ways to make your holidays as long as possible? Look no further.
Bonza launches new website to compliment app, agent portal
Does news about an airline's website fill you with ecstasy, glee and joy? Get your hit of the good stuff here.
MTA agents attends ‘Lunch ‘n’ Learn’ with AMA Waterways
When organising the event, Lunch 'n' Learn beat out Dinner 'n' Divulge and Breakfast 'n' Banter. Understandably so.
Travelmarvel reveals 2025 South America tours
If you spot any typos in the newsletter today it is because TW became distracted Googling images of Machu Picchu.
Tourists from 5 countries could be BANNED from visiting Australia
Anthony Albanese's immigration laws could impact tourism from certain countries.
Just how many passengers will Qantas & Jetstar hop around this Easter?
Airline workers are ready for gleeful Easter travellers! Also prepared for sticky children with chocolate on their face.
Air New Zealand gets ready for bumper Easter weekend
Air NZ gears up for travelling passengers this Easter, while TW looks to beat our egg eating record. 117 here we come!
Four Seasons Yachts reveals first itineraries to the Caribbean & Mediterranean
These trips look so good we wish there were five seasons! Alright, we'll see ourselves out...
FAMIL: Travellers Choice treats top agents to the wonders of Rotorua
This one's got plenty of famil pics and no one looks shockingly hungover in them! Clearly no TW staffers were there.
European Waterways celebrates 50th anniversary with week-long founders cruise
Plan on celebrating your 50th anniversary with a bottle of Moët and fairy bread? European Waterways has better ideas.
100th route! Jetstar celebrates the launch of Brisbane-Avalon with 12 hour sale
Jetstar knocks a ton and celebrates with a sale while TW once scored a ton and celebrated with about 17 beers.
Record-breaking year for NSW as visitor expenditure soars past $50 billion
Enjoy running round the Opera House? Be prepared to elbow even more tourists out the way.
Norwegian Cruise Line makes play for solo travellers
NCL ensuring you don't have to go trawling Tinder to find a cruise partner. Thank goodness, we were sick of catfishing.
Entire Travel Group’s Canada and Europe 2024/25 brochures are out now
Entire's new brochure is bittersweet; it both informs your clients and makes you envious of the holiday they'll take.
Malaysia Airlines adds 3 new destinations & A330neo seats
More seats means cheaper airfares and more money to spend on overpriced airport sandwiches. Woohoo!
Two divine days onboard Crystal Serenity
It's only pure serenity onboard this ship. Anxiety, agitation and anguish have been rejected by the bouncer.
How the Globus Family of Brands elevates coach touring: Travel Weekly TV with Chris Fundell
Chris' here so you don't think coaches mean peeling your thighs off a sticky leather seat every time you stand up!
The Flight Centre Foundation gears up for massive 2024 with 3 new board members
The foundation looks to invest $200k this year, spurring the TW journos to figure out how to qualify as a charity.
Barking Owl Communications to head up Anantara & Avani in ANZ
Fellow PR competitors had been barking up the wrong tree even thinking of bidding for this job!
Amex GBT to purchase CWT for $871m
It's big deals like this that get a firm handshake - hence the sore hands over at the CWT and Amex GBT offices.
1000MTG’s second global conference reminds agents to ‘strive and thrive’
Alongside messages to 'strive' and 'thrive' were those to 'survive', 'drive', 'arrive' and 'jive' (when appropriate).
Qantas A330 makes “loud bang”, pilots forced to shut down one engine
Qantas refusing to let Boeing have all the headlines in aviation world today!
GX Community Tourism Summit 2024 location revealed!
The new location has arrived and it'll blow your socks off! Time for another trip to Target for more socks then.
Visiting the destination my Mum didn’t want me to
Yet again, this journo has been a stress to his mother. Discover how this trip spurred his mother's anxiety here.
Agents come out of their shells at P&O’s turtle hatchery event
For some, it's a few glasses of bubbles to lure them out of their shell. For these agents, it was a bit more literal.
Boeing cleanout: CEO, chair to go as safety crisis plagues the manufacturer
CEOs are falling thick and fast these days. We should have started up a bingo game with their headshots in the office.
Virgin looks to swap MAX 10 order for MAX 8s amid Boeing delays: Reports
Virgin has changed its order for something smaller. Much like we have to at Maccas following a worrying doctor's visit.
Club Med unveils newest luxury yacht for 2024/25 early bird sale
This yacht is preserved for the early birds! Night Owls may also get onboard depending how late they stay up.
Abercrombie & Kent 2024 Asia Portfolio is here
Round up the family and get planning an Asia jaunt. Or, if they're hard to handle, brush them all and go it alone!
Elevate your earnings: Final days to secure double commission with Inspiring Vacations’ March offer
What could inspire you to sell more Inspiring Vacations? Double commission of course! That's all the inspiration needed.