Luxury travel is on a roll, and executives believe the good times will continue, spurred by agents and suppliers who have developed a potent recipe of innovative products, creative marketing, and top-notch personalized service.
While social media and digital marketing are critical, agents selling luxury need to make sure they are taking a holistic approach to branding and marketing. Speaking during The Affluent Traveler Collection 2016 Symposium at the JW Marriott in Desert Springs, CA, the group’s CMO Nicole Mazza noted that old-school direct mail remains a highly effective marketing vehicle.
Innovation is also helping travel continue to gain share of the consumer wallet, Mazza said, using Crystal’s expansion into private jet vacations, yachts, and river cruises as examples. “Unlike jewelry and other luxury goods, everyone believes it’s their right every year to travel,” she said.
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