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Skift • Curacity

New Research: Reimagining the Role of Travel Media in Building Luxury and Lifestyle Brands

New Research: Reimagining the Role of Travel Media in Building Luxury and Lifestyle Brands

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Travelers who seek out luxury and lifestyle hotels are a unique customer segment, and there’s a small margin to meet these customers’ lofty expectations. In a new survey from Skift and Curacity, 89 percent of luxury travelers said that they were more likely to book a high-end hotel if they were already familiar with its brand.

Considering the influence brand perception and media validation have on luxury travelers’ decision-making, it is imperative for executives of luxury and lifestyle hotel portfolios to reevaluate their marketing strategies and consider a holistic approach that appropriately incorporates multichannel media activations and accurate attribution models.

In this report:

  • A new survey of more than 700 affluent travelers and 300 luxury and lifestyle hotel brand executives: Find out how each segment defines “luxury travel” and where gaps exist between the two.
  • 81 percent of travelers said that they trust established travel media brands for recommendations, while less than 25 percent said that social media influences their discovery and booking processes: See how they interact with brands and brand-building campaigns.
  • 68 percent of travelers are more likely to book a luxury hotel based on travel media recommendations than on hotel ads or direct offers: Learn what this means about the changing role of travel media in luxury hotel marketing strategies.
  • 78 percent of executives agree that ROI is easier to measure from performance marketing than brand-building: Find out what’s driving this perception and why it may be misguided.
  • Luxury and lifestyle hotel executives underestimate the effectiveness of email newsletters and media coverage in driving bookings: Discover how hoteliers can build brand reputation, increase bookings, and measure results through these channels, which have the biggest influence on luxury travelers’ decision-making.