Destinations

Luxury travel operators creating new products for customers focused on value

Skift Take

There is a certain amount of spin involved here about how the slumming isn’t because high-end packages aren’t selling or that changes in the travel industry aren’t hurting the providers. No matter the reason, expanding a user base can’t hurt.

— Rafat Ali

Abercrombie & Kent and Butterfield & Robinson, two operators that have built their businesses and reputations on ultra-deluxe travel product have recently launched lower-priced lines for customers who don’t necessarily need or want accommodations in the world’s most opulent hotels.

The launch of lower-priced lines is about reaching a new pool of travelers who place greater value on the parts of the trip that take place beyond the hotel room.

One of the main differences between both brands’ signature trips and their lower-priced lines is the nature of the properties…from a product development standpoint, more expensive properties do not necessarily always translate into an improved travel experience.

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