Luxury Travel

Luxury cruise lines are taking a different approach to brand building than their mainstream and river cruise rivals. A new focus on excursions and fresh experiences is helping them to attract luxury travelers who want something new.

Luxury travel is undergoing a transformation from traditional to experimental, as brands try to appeal to a new generation of wealthy vacationers.

Money can't buy priceless memories, but it can buy everything that leads to them. Travel rather than material possessions is the new luxury for affluent travelers who want an experience that takes them further than their living room sofas.

Selling luxury travel today is all about options. Luxury travel brands are delivering more immersive, personalized travel experiences targeting a broader consumer base by age, source markets, and evolving traveler psychographics.

Luxury brands are evolving alongside luxury traveler's increasing demands.

The Chinese aren't the only important market to pay attention to in Asia-Pacific.

Luxe travel brands are meeting consumer demands by developing more nuanced options for immersive destination experiences so consumers can customize their entire travel journey.

It's no wonder mass-market cruise lines are trying to attract wealthy vacationers. But does someone looking for a luxury experience really want to spend a week with his family on a floating shopping mall?

It's not the Concorde. There's far more room inside, for a start, and plenty of time to enjoy all that pampering.

Providing exceptional experiences is more difficult than ordering sheets with the highest thread count and thus fundamentally changing how luxury brands position themselves and interact with guests.