UK Research Finds Luxury Today is a Good Night’s Sleep
The most important thing for consumers purchasing a luxury travel experience is being able to truly switch off and relax, according to a study of international consumer sentiment regarding luxury travel. Global travel deals publisher Travelzoo® (NASDAQ: TZOO) and the Global Hotel Alliance (GHA) collaborated on a survey of over 4,800 people from their respective membership bases and found that hotels, cruise ships and airlines should focus on simple requirements such as comfort, cleanliness and exemplary service in order to win over customers seeking a luxury experience.
Richard Singer, Travelzoo’s President, Europe, discussed the findings at the recent Ultratravel Forum in London, as part of a panel of presidents from leading luxury travel brands. Singer said: “It’s easy to assume that consumers are looking for sophisticated perks and indulgences when seeking a luxury travel experience. What our research suggests is that people really value getting the basics spot-on. The ability to properly recharge in a restful environment far exceeds other considerations, such as endorsements from famous people or high-tech gadgets. We can also see just how important gold-standard service is when it comes to luxury. In a commoditised world, travel brands should focus on this and on creating spaces for people to relax properly and switch off.”
Paying for a good night’s sleep
The main incentive for all respondents to pay more and fly business or first class is the ability to lie flat and get a good night’s sleep during their flight. This is the case regardless of disposable income or average spend on travel. Just 2% of British respondents cite better food and drink as the reason to fly anything other than economy, and for Germans the number is only 4%. Food and drink were more of an incentive for Americans, with one in 10 respondents saying they would fly business or first class for the in-flight catering.
