A International Luxury Travel Market (ILTM) debateu recentemente em Cannes as estratégias de Luxo, naquele que é considerado o principal evento do género no mundo em termos de business to business para a comunidade global de Viagens de Luxo.
Estação Cronográfica trás-lhe em primeira mão algumas das conclusões. Será que o Luxo diz mais respeito ao softeware que ao hardware? Será que o termo "Autêntico" está já tão gasto como o próprio termo "Luxo"? O que é, afinal, Luxo? Todo o poder ao consumidor?
PANEL DEBATE 1 (“Keeping Luxury Relevant in Today’s Market”)
“Luxury is about the software more than the hardware.”
Moderator: Nancy Novogrod, Editor-in-Chief, Travel + Leisure; Senior Vice President, Editorial Director American Express Publishing Corporation
Panellists:
•Daniel Levine, Founder & Executive Director, The Avant-Guide Institute
•Sonu Shivdasani, Founder and CEO, Six Senses
•John Gianquitto, Chairman and CEO, The Appointment Group
•Andrés Ergas, President, Nomads of the Seas
•Glenn Pushelberg, Partner, YabuPushelberg
•Tom Storey, President, Fairmont Hotels
What is Luxury? asked moderator Nancy Novogrod, Editor-in-Chief of Travel & Leisure.
“You have to exceed expectation” said Andrés Ergas, President Nomads of the Seas, Nomad’s main objective he stressed is achieving ‘Magic’, or at least one dimension above the norm.
For Tom Storey, President, Fairmont Hotels, priorities included creating an authentic experience, creating memories with warm and crucially engaging staff. However “Luxury is in the eye of the beholder” Tom Storey revealed.
Faced with the current challenges, Glenn Pushelberg, Parnter Yabu Pushelberg renowned hotel and retail designers identified a current emphasis on the need to evoke feelings; “The quality of the space has always been and is important, however it is now about making the space romantic.”
Daniel Levine, Founder and Executive Direct of Avant-Guide Institute identified with this and followed on with the need to “Surprise and delight customers, anticipating their desires.”
He went on to suggest however that desires have now changed.
Is the word ‘Authentic’ Overused?
Sonu Shivdasani’s view is the customer wants to ‘Feel the destination’ – and Six Senses he says do this via local influences and employees whilst always maintaining international standards.
Differentiating spas in different locations, he added that Six Senses take a regional perspective on design. One example of this is at the Zighy Bay Six Senses where they created design using local stone. Six Senses create experiences to suit the local history, culture and weather; for example the ability to take an open air shower under a full moon.
John Gianquitto compounded in agreement “Making the customer feel sensuous is now vital.”
What about the Service,how do we create a lasting impression, and retain custom?
Tip’s from the panel included; “Always under-promise, and over deliver!” John Gianguitto - a wise move for someone who relies on his travel organisers for this.
The Fairmont Hotel’s strategy is clear; unique experiences and “The trick is to link physical to history and create a memory,” said Tom.
Daniel Levine, an expert in trends and founder of The Avant-Guide Institute suggested during the current climate it is not ‘business as usual’. Luxury has always been a leader but people are now more value conscious and conscious of their values. Looking for what he calls ‘meaningful experiences.’ The nature of those experiences is different today than it was last year. “It’s about education and self growth,” he said.
“Luxury is about the software more than the hardware.” Andres Ergas poignantly suggested.
How do you train employees on this?
John Gianquitto, Chairman and CEO of The Appointment Group knows all too well that training is crucial, as is reliant on suppliers to look good. Detail is important and every client should be recognised. This fuelled debate on up to what level would this is intrusive? It was agreed by panellists that a delicate balance is important when considering client servicing.
“It’s our single most competitive advantage – our people, and our culture. It’s about empowering the front line people and giving them the framework, and relying on them to judge how best to interact.” said Tom Storey, President - Fairmont Hotels.
Sonu Shivdasani summarised on behalf of Six Senses “We don’t want to be formulaic. We call this the sixth sense.”
How do we get consumers back from expecting deals?
The panel agreed that it is important to be fair to all customers and show continuity of action. Super luxury is still selling on demand according to our providers, and price is just a bi-product. What is important is offering targeted experiences to customers and added value.
“It’s about finding the intersection of value and scarcity.” Tom suggests the need to create scarcity through uniqueness of product.
The debate concluded with the threat of the tourism time-bomb, due to current demand however this may well be diffused by the plight of the luxury travel providers such as Six Senses currently making the remote – accessible.
PANEL DEBATE 2 (“The Future of Luxury Travel”)
“The consumer is empowered”
Moderator: Graham Boynton, Group Travel Editor, Telegraph Media Group
Panellists:
•Paul Jones, President, One&Only Resorts
•Guy Crawford, CEO, Jumeirah
•Jennifer Fox, COO, Managed Operations, Continental Europe, InterContinental Hotels
•Kristi Jones, President, Virtuoso
•Melissa Biggs Bradley, Founder & CEO, Indagare Travel
•Tom Shelley, Vice President Sales & Marketing, Space Adventures
Debate opened with Graham Boynton, Group Travel Editor, Telegraph Media Group and moderator to the panel summarising the status of the market place, backed by PWC research. The super-rich luxury travel market remained unscathed by the economic downfall, while AB’s are buying clever. A growth in package buying can be seen and buyers are searching and even asking for discount. Despite what economists may say during the recession, year on year profits in the luxury travel sector are up.
So is 2010 going to be OK? Graham asked panellists.
“The recession has bottomed out...” said Paul Jones, President, One&Only Resorts. “2009 has been difficult but we still have business from families, and seasons such as Christmas are booked out - luxury travellers are not prepared to forgo their annual family trips.” Meanwhile for Tom Shelley Vice President Sales & Marketing at Space Adventures 2009 has been the company’s most successful year to date!
“Corporate has dropped 25%, but leisure is strong still” said Jennifer Fox, COO – Europe, Intercontinental Hotels, which has seen a shift in type of custom from what was once over one third corporate events, and one third corporate business.
“This is the end of the beginning,” Guy Crawford CEO, Jumeirah suggested.
It was suggested that as consumers ‘got clever’ during the recession, we as providers of luxury travel are having to add value. “The consumer is empowered, and this is an influence here to stay” Melissa Biggs Bradley, Founder & CEO Indagare Travel notes.
Are you adapting, and how?
“Yes with experiential travel” said Paul Jones, President, One&Only Resorts. “We call it One&Only moments. Personalisation is also important and tailoring travel to the individual person.”
Melissa from Indagare Travel suggests they are adapting by engaging their travellers; “It helps to find who they are – guests can get involved with staff or the community.” – A common theme with the panellists.
The future beyond 2010, how do we lure future generations x and y?
It was questioned how to collaborate information with billions of travellers globally.
Kristi Jones, President Virtuoso suggests that there needs to be unification, between advisor and client, specifically of technology - so we can be aware of what is suitable for the client, similar to ‘apps’ on i-phones.
Similar to the i-phone applications, it was discussed that to some a redefinition of luxury could be ‘Simplification of our lives!’
Social media is also key to this generation with communication such as Twitter, and other ways of talking to the world –it is important to remember people are become less forgiving of mistakes.
Jennifer Fox of Intercontinental suggests this clever generation demand more value-added packages as opposed to discounts.
It was also noted that due to social responsibility, slow travel and local travel are and will continue to be on the increase.
Are there different markets emerging in this recession?
The panel agreed that emerging markets included India, China and Russia now helping balance against the US market particularly.
•Daniel Levine, Founder & Executive Director, The Avant-Guide Institute
•Sonu Shivdasani, Founder and CEO, Six Senses
•John Gianquitto, Chairman and CEO, The Appointment Group
•Andrés Ergas, President, Nomads of the Seas
•Glenn Pushelberg, Partner, YabuPushelberg
•Tom Storey, President, Fairmont Hotels
What is Luxury? asked moderator Nancy Novogrod, Editor-in-Chief of Travel & Leisure.
“You have to exceed expectation” said Andrés Ergas, President Nomads of the Seas, Nomad’s main objective he stressed is achieving ‘Magic’, or at least one dimension above the norm.
For Tom Storey, President, Fairmont Hotels, priorities included creating an authentic experience, creating memories with warm and crucially engaging staff. However “Luxury is in the eye of the beholder” Tom Storey revealed.
Faced with the current challenges, Glenn Pushelberg, Parnter Yabu Pushelberg renowned hotel and retail designers identified a current emphasis on the need to evoke feelings; “The quality of the space has always been and is important, however it is now about making the space romantic.”
Daniel Levine, Founder and Executive Direct of Avant-Guide Institute identified with this and followed on with the need to “Surprise and delight customers, anticipating their desires.”
He went on to suggest however that desires have now changed.
Is the word ‘Authentic’ Overused?
Sonu Shivdasani’s view is the customer wants to ‘Feel the destination’ – and Six Senses he says do this via local influences and employees whilst always maintaining international standards.
Differentiating spas in different locations, he added that Six Senses take a regional perspective on design. One example of this is at the Zighy Bay Six Senses where they created design using local stone. Six Senses create experiences to suit the local history, culture and weather; for example the ability to take an open air shower under a full moon.
John Gianquitto compounded in agreement “Making the customer feel sensuous is now vital.”
What about the Service,how do we create a lasting impression, and retain custom?
Tip’s from the panel included; “Always under-promise, and over deliver!” John Gianguitto - a wise move for someone who relies on his travel organisers for this.
The Fairmont Hotel’s strategy is clear; unique experiences and “The trick is to link physical to history and create a memory,” said Tom.
Daniel Levine, an expert in trends and founder of The Avant-Guide Institute suggested during the current climate it is not ‘business as usual’. Luxury has always been a leader but people are now more value conscious and conscious of their values. Looking for what he calls ‘meaningful experiences.’ The nature of those experiences is different today than it was last year. “It’s about education and self growth,” he said.
“Luxury is about the software more than the hardware.” Andres Ergas poignantly suggested.
How do you train employees on this?
John Gianquitto, Chairman and CEO of The Appointment Group knows all too well that training is crucial, as is reliant on suppliers to look good. Detail is important and every client should be recognised. This fuelled debate on up to what level would this is intrusive? It was agreed by panellists that a delicate balance is important when considering client servicing.
“It’s our single most competitive advantage – our people, and our culture. It’s about empowering the front line people and giving them the framework, and relying on them to judge how best to interact.” said Tom Storey, President - Fairmont Hotels.
Sonu Shivdasani summarised on behalf of Six Senses “We don’t want to be formulaic. We call this the sixth sense.”
How do we get consumers back from expecting deals?
The panel agreed that it is important to be fair to all customers and show continuity of action. Super luxury is still selling on demand according to our providers, and price is just a bi-product. What is important is offering targeted experiences to customers and added value.
“It’s about finding the intersection of value and scarcity.” Tom suggests the need to create scarcity through uniqueness of product.
The debate concluded with the threat of the tourism time-bomb, due to current demand however this may well be diffused by the plight of the luxury travel providers such as Six Senses currently making the remote – accessible.
PANEL DEBATE 2 (“The Future of Luxury Travel”)
“The consumer is empowered”
Moderator: Graham Boynton, Group Travel Editor, Telegraph Media Group
Panellists:
•Paul Jones, President, One&Only Resorts
•Guy Crawford, CEO, Jumeirah
•Jennifer Fox, COO, Managed Operations, Continental Europe, InterContinental Hotels
•Kristi Jones, President, Virtuoso
•Melissa Biggs Bradley, Founder & CEO, Indagare Travel
•Tom Shelley, Vice President Sales & Marketing, Space Adventures
Debate opened with Graham Boynton, Group Travel Editor, Telegraph Media Group and moderator to the panel summarising the status of the market place, backed by PWC research. The super-rich luxury travel market remained unscathed by the economic downfall, while AB’s are buying clever. A growth in package buying can be seen and buyers are searching and even asking for discount. Despite what economists may say during the recession, year on year profits in the luxury travel sector are up.
So is 2010 going to be OK? Graham asked panellists.
“The recession has bottomed out...” said Paul Jones, President, One&Only Resorts. “2009 has been difficult but we still have business from families, and seasons such as Christmas are booked out - luxury travellers are not prepared to forgo their annual family trips.” Meanwhile for Tom Shelley Vice President Sales & Marketing at Space Adventures 2009 has been the company’s most successful year to date!
“Corporate has dropped 25%, but leisure is strong still” said Jennifer Fox, COO – Europe, Intercontinental Hotels, which has seen a shift in type of custom from what was once over one third corporate events, and one third corporate business.
“This is the end of the beginning,” Guy Crawford CEO, Jumeirah suggested.
It was suggested that as consumers ‘got clever’ during the recession, we as providers of luxury travel are having to add value. “The consumer is empowered, and this is an influence here to stay” Melissa Biggs Bradley, Founder & CEO Indagare Travel notes.
Are you adapting, and how?
“Yes with experiential travel” said Paul Jones, President, One&Only Resorts. “We call it One&Only moments. Personalisation is also important and tailoring travel to the individual person.”
Melissa from Indagare Travel suggests they are adapting by engaging their travellers; “It helps to find who they are – guests can get involved with staff or the community.” – A common theme with the panellists.
The future beyond 2010, how do we lure future generations x and y?
It was questioned how to collaborate information with billions of travellers globally.
Kristi Jones, President Virtuoso suggests that there needs to be unification, between advisor and client, specifically of technology - so we can be aware of what is suitable for the client, similar to ‘apps’ on i-phones.
Similar to the i-phone applications, it was discussed that to some a redefinition of luxury could be ‘Simplification of our lives!’
Social media is also key to this generation with communication such as Twitter, and other ways of talking to the world –it is important to remember people are become less forgiving of mistakes.
Jennifer Fox of Intercontinental suggests this clever generation demand more value-added packages as opposed to discounts.
It was also noted that due to social responsibility, slow travel and local travel are and will continue to be on the increase.
Are there different markets emerging in this recession?
The panel agreed that emerging markets included India, China and Russia now helping balance against the US market particularly.
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