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Surge in Luxury Family Travel Just One Early Indicator of Positive Forecast for Tourism Industry, Reveals CEO of Luxperience After 2014 Preview

March 6, 2014 Statistics & Trends No Comments Email Email

A gathering of luxury tourism organisations, tour operators and airlines at this week’s London preview of Luxperience 2014 indicated an encouraging recovery for the UK’s long haul luxury travel sector and a resurgence of interest for Australia particularly from the luxury family market.
571997A number of the exhibitors, predominantly from the Middle East, Australasia and South Pacific region and some of the UK’s premium specialist tour operators all agreed that a promising increase in bookings for 2014 included a high proportion of families booking high end holidays as far afield as the Australian Outback with a comparatively short lead time . There is evidence that resorts and travel organisations are adapting, not only to meet demand for the luxury family market, but to aggressively target it.

Georgina Coke of Wilderness Australia, who was also representing Luxury Lodges of Australia, recounted a very recent surge in bookings for the Bush Wild Luxury Camps, and resorts in regions as remote as the Kimberley, Western Australia and the Northern Territory, mostly from families wishing to travel this summer.  A number of Australia’s most prominent five star luxury lodges and resorts, including newly renovated Hayman Island and $AU32 million Saffire-Freycinet in Tasmania are family-friendly despite nightly rates of up to £1200 per night.

572000Rachel Gleave of Turquoise Holidays highlighted the comprehensive new family holiday brochure that her company has launched for 2014, and alluded to the increasing trend for luxury resorts to secure family bookings by selling two connecting or adjacent rooms together at a markedly reduced rate to accommodate children.  She said:  “The time when parents were prepared to spend two weeks in one room with their children is coming to an end.”  She also pointed out that airlines are also responding to the trend with Etihad recently introducing an inflight nanny for all flights over six hours. She added: “As a mum of two active young boys, I can understand how this holds fantastic appeal for those used to a lifestyle with travelling as a major feature who now have a family to take into consideration.”

The trend for premium all-inclusive holidays continues on a remarkable upward trajectory.  Fiona Scott-Evans, BA’s destination executive for Middle East, Africa and Indian Ocean confirmed that this sector is now accounting for the majority of their long haul holiday bookings.

The Luxperience preview was hosted by Lindy Andrews, CEO of the luxury and experiential travel exhibition which takes place in Sydney in early September, now in its third year.

The assembled group at the 2014 London ‘pop up’ preview also heard from the editor of TTG Luxury, April Hutchinson, on how the luxury market is globally now worth £1.8 trillion, of which  some £460 billion is made up of hotel and travel experiences.

She also stressed that the female traveller – from both business and leisure sectors –  should be the one that luxury travel businesses should be setting their sights on, with more women millionaires than men predicted by 2020 putting the female well and truly in the driving seat –  a phenomenon known as ‘womenomics’.  Resorts and hotels were urged by Hutchinson to bear this in mind in their future product development and marketing.  She also suggested that the luxury travel sector should think about the notion of thoughtful and meaningful travel – with less apparent but very real competition coming from companies such as Air BNB that offer a ‘caring, sharing’ homestay hospitality mentality, appealing to the traveller who seeks a closer connection with their destination and its culture, as well as those who see travel as a philanthropic past time, or a chance to give something back.

CEO Lindy Andrews, who travelled from Sydney to host the event, was absolutely delighted with the turnout for the evening, which was held in the Beaufort club on London’s Kings Road.  She said:  “There was a real buzz and a palpable air of excitement in the room tonight.  Overall the outlook for the luxury tourism sector is very positive indeed and I think our third Luxperience in Sydney this coming September will completely endorse this early indication.  We heard tonight how regions like Australia are bouncing back with UK visitors for 2014 already 9% up on 2013, no doubt in part a result of the favourable exchange rate and positive economic forecast. This in turn is going to impact positively on destinations like Fiji and elsewhere in the South Pacific which are, to a large degree, dependent on the strength of the outbound UK market to Australia.”

Luxperience will be staged at Sydney’s Pier 2/3, Walsh Bay with views over Sydney Harbour Bridge from 31 August to 3 September.  The show aims to raise the profile of the Asia Pacific region as an innovator in true experiential travel.  As the only bespoke travel exchange in the Southern Hemisphere it has become an essential forum for up to 300 exhibitors and around 350 buyers along with international media with an interest in luxury travel.

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