Frage an unser Expertengremium für Hotelmarketing
What is the state of luxury travel in 2025? What trends will influence decisions for luxury travel businesses? (Question proposed by Reshan Jayamanne)
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Unser Marketing-Expertenpanel
- Moriya Rockman – Marketingleiterin, Smiling House Luxury Global
- Thom de Graaf – Online-Marketing-Spezialist, The Orange Studio
- Kamila Zawadzka – Marketingleiterin, The Orange Studio
- Tamie Matthews – Umsatz-, Vertriebs- und Marketingberaterin, RevenYou
- Elvira Wilthagen – Inhaberin, Heads in Beds
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“The luxury travel industry is poised to evolve in several key ways:
- Sustainability: Sustainability is becoming a must-have for luxury travellers, who increasingly view it as integral to their travel choices. This trend is particularly prominent among affluent travellers who are passionate about environmental issues and seek out accommodations and experiences that reflect their values. Hotels and vacation rental companies that prioritise sustainable practices, like reducing carbon footprints and promoting eco-friendly initiatives, and that have accreditation badges will likely have a competitive advantage.
- Influence of Screen-Driven Destinations: With the rise of platforms like Netflix, many luxury travellers are being influenced by the destinations featured in popular TV shows and movies. For instance, locations highlighted in high-profile series are seeing a significant surge in bookings. This presents a unique opportunity for luxury brands to curate and promote these destinations as part of their offerings.
- AI Integration: AI will continue to play a key role in personalising the luxury travel experience. From AI-driven recommendations for unique experiences to automated personalisation at booking, these technologies will allow travel businesses to offer a hyper-tailored approach that meets the individual preferences of each guest.
- Curation and Customisation: Travellers will increasingly expect curated experiences that consider not only their destination preferences but also their personal tastes in entertainment, food, and design. Here, AI will serve as a tool to build personalised travel itineraries that align with individual desires, creating a seamless luxury experience.
- B2B2C Collaboration: The rise of the B2B2C model in luxury travel will allow property managers and travel professionals to collaborate more closely, creating unified offerings that appeal to a broader audience. Companies like Villa Tracker are leading the way by offering innovative platforms that connect travel professionals with property managers, bridging the gap between luxury properties and those seeking extraordinary experiences.
These trends are shaping the future of luxury travel this year, and businesses that adapt and innovate in line with these shifts will be best positioned to succeed.”
“A major trend that has gained momentum this year is personalised wellness. From nutrition to fitness, and mindfulness to sleep, consumers are increasingly seeking science-backed solutions to optimise their wellbeing and body for peak performance. By prioritising personalised wellness solutions and staying attuned to the latest trends and advancements, luxury hotels can not only meet but exceed the expectations of today’s health-conscious travellers. As travellers seek to escape the ordinary and embark on journeys of self-improvement, these hotels are poised to be their partners in wellness, offering tailored experiences that leave a lasting impression and foster a sense of wellbeing long after check-out.”
“The trends that RevenYou are seeing within the luxury travel sector includes the desire to undertake ‘bucket list’ experiences, ie., staying in accommodation that is providing not just a hotel room but an experience, and the desire to travel with smaller touring and cruise operators who can access unique destinations and experiences that larger operators are unable to do so.
This is evidenced by the booking lead time in Australia for exceptional experiences such as the Ghan and Indian Pacific – frequently booked out 12-18 months in advance; and the growth of smaller cruise / expedition ships exploring the top end of Australia and a demand for Antarctica cruising.
The slow travel movement has made a significant impact in recent years and RevenYou anticipates a continued growth / desire to undertake authentic cultural experiences, while directly contributing to the economic growth of local communities and encouraging business entrepreneurship – enjoying a home-cooked meal in a local’s home, supporting businesses established by women that employ women and participating in programmes that allow the traveller to give back during their travels are all growing in appeal.
RevenYou has also seen a trend amongst one of destination driven accommodation experiences that allows guests the unique experience of staying on a working sheep farm while also booking a high-end heli-camping experience that takes them to a remote bluff in the Flinders Ranges where they camp in a swag for the night and eat a traditional outback ‘bushtucker’ meal prepared over a roaring fire before returning to their luxury eco-villa for the remainder of their stay.”
“In general, we see three clear main trends that are influencing affluent travellers’ behaviour this year, in a world filled with economic and political uncertainty:
- Sustainability and doing the right thing.
- Hyper-personalisation in everything.
- Rapid technological development.
It is interesting to see how these key developments translate across the different generations of travellers: Gen Z, Millennials/Gen X, and Boomers. I notice distinct differences in their preferences and trends. Each generation has its own values, motivations, and expectations when it comes to luxury, and this affects how they approach luxury travel and experiences.
- Gen Z focuses on unique experiences over possessions, sustainability (both environmentally and ethically), seamless technology, and, of course, social media-worthy moments where they are at the centre.
- Millennials & Gen X seek authentic, personalised experiences, often blending work and travel (bleisure). They place great value on wellness, sustainability in terms of health, and adventure, but with comfort.
- Boomers remain loyal to the traditional definition of luxury, where comfort, safety, exclusivity, and refinement take centre stage, with an emphasis on culture, cuisine, and relaxation. This group is growing, as is their spending on the finer things in life.
Marketeers in the luxury travel and hospitality sector need to understand these differences extremely well in order to effectively tailor their offerings and, most importantly, their marketing strategies to each generation’s preferences. Perhaps the luxury travel industry should not try to be everything to everyone: study the most important global consumer trends and focus on where your business can provide the most value to the demanding guest.”
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