HOW CAN UNCONVENTIONAL LUXURY

EXPERIENCE ENHANCE THE PERCEIVED

VALUE OF LUXURY TRAVEL INDUSTRY?

1. INTRODUCTION

1.1 RESEARCH BACKGROUND

Luxury travel refers to the experience of traveling but with exclusive

and unique experiences as well as more personalised ones (Tribe
Global, 2018). By some others, it can also be defined as “the
access to people, places and experiences that represent all that is
authentic about a destination” according to George Morgan-
Grenville, Red Savannah CEO.

Luxury tourism market is valued at US 20 Billion in 2022 (GM

Insights, 2023) According to National Geographic “after two years
of untended expectations, the world of luxury travel is adjusting to
new and exciting trends and norms”. The following issues have
contributed to this growth: a large number of millennials in North
America, rising expenditure on luxury travel by baby boomers and
millennials in America, a growing cruising trend in Europe and Asia
Pacific, a growing number of wealthy travel customers in Asia
Pacific… (Global Market Insights, 2023).

As per today, we do have a huge number of luxury travel agencies

at our disposable. As the term implies, a luxury travel agent or
agency helps you to plan your travel experience according to your
needs and preferences. Luxury travel agencies cater to clients or
high-end clientele who are willing to pay added money for a
luxurious holiday experience. This comprises everything from
personalised itinerary planning to concierge-level service. They
work with high end hotels, spas, and places that can make your
experience memorable and as luxurious as you want it to be. (Intriq
Journey, 2021). On the other hand, a conventional travel agent or
agency provides to customer standard services, budget-friendly,
discounts, travel packs and usually book though large hotel
companies and help you with car rental or excursions.

There is a bunch of different type of experiences that can be

categorised as luxurious. From sea experiences as cruising or
yatch experiences, to culinary experiences as private chefs. Based
on a report on Luxury Tourism Market by Global Market Insights,
luxury tourism industry owed to increase spending trends amongst
wealthy customers on culinary and adventure tourism. According to
Carrier Luxury’s luxury trends report, the top ten luxury destinations
for 2023 are Barbados, Maldives, USA, Greece, UAE, Antigua,
South Africa, Italy, Spain and Kenya.

Demand in luxury travel experiences, as all industries, can grow or

decline depending on population interests, trends, and economic
circumstances. According to Luxonomy, the worldwide luxury
industry is expected to experience a growth rate of 5.7%, in
consequence of “the increasing number of high-net-worth
individuals and strong economic growth in developing countries”.

OBJECTIVE 1 TO DISCUSS THE EXPERIENCE ECONOMY AND

WHAT TYPE OF EXPERIENCE HAVE BEEN ADDED TO THE
LUXURY TRAVEL

1.1 The experience economy :

The initial sign of the concept of the experience economy appeared in

Alvin Toffler´s book Future Shock (1971) in where he described a
“experiential business” in which society would be willing to dedicate a
significant amount of their incomes to unique experiences (
https://worldxo.org/a-short-history-of-the-experience-economy-so-
far/ ) In their 1999 publication titled “The Experience Economy:
Competing for Customer Time, Attention and Money” Joseph Pine II
and James H. Gilmore developed deeper the concept of the experience
economy. They believe that companies can create worth and acquire a
competitive advantage by providing customers with exceptional
experiences.
 In the experience economy, the emphasis transfers from merely
providing products and services to creating deep and memorable
experiences for the consumer.
A company creates an experience when it uses goods and services as
the stage and products as the decorations to convey a message,
individually connect consumers to create an unforgettable experience,
products are concrete, services are abstract and experiences are now
convertible, making this experience personal in the consciousness of
the consumer who engaged in an intellectual or spiritual endeavour
since each experience is a result of interaction. ( Harvard)
Since the concept came in the late nineties due to the demand of the
new generations, in particular, millennials who were the first generation
to request an experience when purchasing a product. A survey
conducted by Harris of Eventbrite´s Nationwide indicated that
millennials not only place value on experiences but also spend greater
amounts of their time and income on experiences of all types.
This nature of the new generations presented new business
opportunities to companies increasing their value by leveraging
experiences to gain the consumer's affection ( Harry study).
There are four domains that comprise the experience economy: the
entertainment, the educational, the aesthetic and the escapist they have
to have a balance between absorption, passive participation, immersion
and active participation ( Harvard Business Review 1998)

There are three main contributors to the situation: no more the rules of
shortage are applicable, technology has rendered modifying the laws of
supply and demand, we live in a digital world, and the expanding
expenses related to the necessities of life have prompted us to look for
value and pleasure in alternative ways, social media, new generations
as millennials and generation Z desires experiences that can be shared
platforms as Instagram, Snapchat or Facebook are the main platforms
to share experiences rather than material possessions, all of this
contributors make the experiences a reality in which a service is
valuable. (Les Roches, 2022)
COVID-19 devastated the experience economy, quarantine initially had a
significant negative impact, but it was only a matter of time before
technology enabled the experience economy to emerge, albeit in other
ways (
https://citydestinationsalliance.eu/the-future-of-the-experience-
economy/
#:~:text=The%20future%20of%20the%20Experience%20Economy%20i
 nvolves%20experience%20platforms%20–
%20genius,that%20will%20seem%20like%20superpowers. )
However, the experience economy has been growing for more than two
decades in constant exposure can cause “experience fatigue” in the
future which is why companies have to keep continue innovating with
new technology as digital experiences as 3D platforms or human
experiences such as pop us. (
https://www.pirelli.com/global/en-ww/life/what-s-the-future-of-
experience)

1.2 the luxury travel industry

The concept of luxury travel is highly subjective, dependent on

each individual’s conception of the term although in general
from the expert view luxury travel is characterised by the
uniqueness and exclusivity of the experience as well as the
customisation of the services offered. ( tribe global 2018
https://www.wearetribeglobal.com/Blog/What-Do-We-Mean-
By-Luxury-Travel-
Today#:~:text=Luxury%20travel%20is%20associated%20with,
hotels%20followed%20by%20international%20hotels. )
However regarding the luxury concept it depends on the period
of time, since as far as history goes it always has been
characterised between classes, but it was not until the
nineteen century when the railway arrived that the idea of
luxury travel was consolidated.
The Grand Tour was the first concept of luxury travel in Europe
to be conceived by the British. It consisted of a lengthy
vacation devised as part of the “emerging of maturity” for
young aristocrats to broaden their view of the world.(
https://www.goodfellowpublishers.com/free_files/
Chapter%202-dd80305c16375ee096bd8f90e68fe1c2.pdf )
Since the growth of the experience economy, the luxury travel
industry has expanded; during history, luxury travel was related
only to the upper class and wealthy families.

The global luxury travel market is projected to expand by

approximately 5.7 % per year, an article by Luxonomy claims
that “according to research conducted by Euromonitor
 International, the global luxury travel market is estimated to
grow at an annual rate of around 5.7 %” (Luxonomy 2023), this
is a consequence of the increasing demand for high levels of
personalised experiences and an increase as well as the luxury
travellers in search of distinctive experiences.
According to Stylus (2018), the luxury travel market will reach
857$ million by 2023. Furthermore, Sandler Research ( 2018)
forecasts that the global adventure tourism market will
increase by 46% between 2016 and 2023.
In recent years, luxury travellers have become increasingly
interested in self-improvement opportunities ( Stylus, 2018).
This segment of luxury travel is anticipated to experience an
annualised growth rate (CAGR) of 6.2% between 2015 and 2025
meaning it will grow roughly one-third quicker than the 4.8 %
CAGR of the total travel sector.
Due to the Covid-19 pandemic, there have been significant
consumer tourism trends in the luxury travel sector. Recent
research by GlobalData reveals an increase in private jet flights
services between luxury travellers, a growth also in remote
work from abroad and an improvement in demand for boutique
hotels and private villas, after the pandemic luxury travellers
progressively continue their domestic and international trips
pursuing more unique experiences than in prior years.
( Traveldalilymedia, 2022,
https://www.traveldailymedia.com/covid-19-has-spurred-new-
consumer-trends-in-luxury-travel-market/ )

with declining revenues of over 51 % the luxury travel market

was confronted with formidable obstacles since Covid-19 in
2020 even though the market of luxury travel is expected to
have a huge recovery in 2023. ( Statista , 2021
https://www.statista.com/study/67396/luxury-travel-and-
tourism/ )
As a result of the onset of war in Ukraine, the industry of luxury
travel which had anticipated a rebound in 2022, suffered
defeats. The Ukraine conflict has caused flight shifting and
cancellation of specific trip destinations, this conflict affect in
different ways depending on the destination selected.
Furthermore, professionals in the field anticipate an increase in
the prices of luxury transportation.
Luxury travellers are more concerned about the possibility of
this conflict spreading to neighbouring countries prior to
booking trips.
Given the current war in Ukraine, travellers are undertaking
extensive research before travel arrangements.
(Blackplatinumgold , 2022 ,
https://blackplatinumgold.com/how-the-war-in-ukraine-is-
affecting-luxury-travel/ )

1.3 the current experiences with the luxury travel industry

The luxury travel industry is an unpredictable and ever-

evolving industry, influenced by the needs of sophisticated
travellers pursuing out-of-the-ordinary experiences.
As the industry evolves a number of new travel trends are
influencing and growing in luxury vacations.
Since nowadays luxury travellers are demanding new trends of
travelling, the industry of luxury travel has to meet the
customer expectations and prosper in this market, in addition,
luxury travel companies must offer tailor experiences and
unique services to achieve the most satisfaction and
engagement with the luxury consumer to enhanced brand
loyalty between them. With this engagement in personalisation
and tailored experiences, technology has a huge part in luxury
companies since they incorporate different sources to achieve
data to try to understand luxury travellers and accommodate
their target preferences.
To build lasting relationships with the luxury consumer and
earn their loyalty, luxury travel companies must give
outstanding services from the beginning until the end of their
trip. Fouquet's Paris has built their loyal clientele as a
consequence of its impeccable service and high-end lodgings
by consistently providing outstanding service and attending to
every little detail, this hotel sends out questionaries to their
clients before their arrival where they can express their own
tastes in matters such as the accommodation, food or even
music, bouquets Paris strives to satisfy every client by
tailoring their stays to their specific needs ( Travelpulse , 2022 ,
https://www.travelpulse.com/Voices/Opinions/The-Current-
State-of-Travel-Why-Experience-Matters-Now-More-Than-Ever )

According to the Global Data article “How personalisation has

become a core component of luxury travel “ the most common
luxury-tailored destinations for luxury travellers in 2022 were
the UAE, Mauritius and New York.
As society changes every year new preferred destinations
emerged depending on the demand and the individual taste of
the luxury traveller.
As tailored experiences are the main key to successful luxury
travel, this market is segmented into different types of
personalisation.
Wellness tourism is one of the most trendy luxury travel
options, according to the wellness tourism association “ it
allows the traveller to maintain, enhance or kick-start a healthy
lifestyle and support or increase one’s sense of well-
being” (LuxeDigital , 2022 ,https://luxe.digital/business/digital-
luxury-reports/luxury-wellness-travel/ ), even though spa
vacations are the classes example of wellness tourism this
sector has expanded to include a wide range of services and
amenities now called transformative wellness travel that
provides effective and paradigm-shifting, companies such as
Six Senses are providing this new wellness experience; their
hotel in Bhutan is providing to their luxury clients a one-of-a-
kind opportunity to improve their health while learn and
connect with the country’s culture during along the way to the
country’s five most personal lodges giving to their clients the
opportunity to choose what kind of wellness experience they
want to achieve in the journey.
The Six Senses company counts a wide variety of wellness
experiences among their countless hotels located around the
world. ( LUXEDIGITAL, 2022 )
There has been a recent uptick in interest in ecotourism,
luxury travellers are becoming more concerned about
sustainability and they are starting to look for new experiences
while travelling to places surrounded by nature where they can
learn about local cultures and ecosystems.
This luxury tourism offers alternative ways of experience, most
of them use renewable resources to minimise waste, eco-
friendly materials, and solar panels to generate power and
initiate recycling. Ecotourism can be found in many locations
depending on the experience the luxury traveller wants to
achieve, the Volcano Safari Hotel located in Rwanda offers
ecotourism adventurous at its finest for more than twenty-five
years, they count with numerous safaris which they provide a
luxurious experience emerging the client to the most
adventures and sustainable way. Adventures ecotourism can
be found as well in any other type of trend in the luxury travel
as honey moons , hiking scapes in the middle of the mountains
such as the Terraegna Mountain Hut located in Abruzzo
National Park in Italy , where is located in and luxury travellers
can spend their vacations in a sustainable protected area
finding rural activities.
Cultural immersions are becoming more popular within the
past years, tourist operator Captain´s choice are creating this
emerging cultural experiences for luxury travellers offering
tailored services depending on the destination , “the art
journey” will commence in Paris, then move to Italy and
conclude in Milan with a private selection tour and fashion
display ( Luxury travel magazine , 2019
https://www.luxurytravelmag.com.au/2019/01/captains-choice-
launches-european-art-journey/ ) they called themslefs
“pioners of the uncommon” ( Captain´s choice web ) since
they offered very exclusive and tailored experiences mostly
focused in cultural immersion experiences.

Exploring and experiencing local food and drink options as an

integral aspect of a destinations culture and character is at the
heart of a developing travel trend know as epicurean tourism ,
experiencing an area an by the food , this experience
integrates regional specialist , shopping at farmers markets or
taking culinary lessons , this new travel trend comes as a
consequence of the proliferation of social media , travel
agencies like Content Club enhance this type of tourism.

OBJECTIVE 2 : TO IDENTIFY THE BEHAVIOUR OF THE

CONSUMER WHEN ORGANISING A LUXURY TRAVEL AND
WETHER EXPERIENCE HAVE AN EFFECT ON THEIR
ENGAGEMENT

2.1 luxury consumer behaviour

Researchers and analysts consider the emotional and mental

variables that play a role in the tourism industry. Both the
success of tourism services and the happiness of tourists
depend on a deep comprehension of tourist behaviour.
Satisfaction, motivation, decision-making processes, and
personality factors are all significant in influencing visitor
actions.
The choices of travel companies and goods are heavily
influenced by travellers' values and goals. Consumers' travel
decisions are also influenced by their sense of identity,
personality, expectations, attitudes, perceptions, level of
satisfaction, level of trust, and level of loyalty. Physical
features, feelings, trust, consistency, and visitor expectations
are all part of the branding process for destinations, which has
grown in importance in the travel industry. Branding a place in
a way that appeals to visitors builds anticipation of a positive
experience that meets their specific interests and motivates
them to return.
Destination branding may benefit from territorial marketing
since it draws attention to a region's unique combination of
cultural, social, natural, and economic assets. Brand identities
that effectively represent and expand upon a destination's
cultural traditions, engage with visitors, and leave lasting
emotional impressions on potential customers are invaluable.
As a result of both globalisation and shifts in consumer
preferences, the luxury travel industry has exploded in recent
years. Travelling in style has become more accessible as
people of all socioeconomic backgrounds look for ways to
treat themselves on occasion.
Luxury hospitality provides guests with the highest standard
of physical and emotional well-being. The modern luxury
traveller looks for off-the-beaten-path places that will leave
them with unforgettable experiences, photos, and stories.
Understanding the ramifications and potential within the luxury
tourist sector may benefit stakeholders, regions, and the
scientific community. ( encyclopedia , 2022 )

Ninety-eight per cent of respondents from a survey conducted

by Strategic Vision and the Affluent Consumer Research
Company between twenty-five and seventy-four said they
intend to take a domestic vacation (inside the Lower 48 states)
over the next 18 months. Travellers continue to flock to North
America and its surrounding regions. 54% of respondents
expect to go to Europe, up from 43% the previous year. Since
Southeast Asia and China are once again accessible to
tourists, there has been a dramatic increase in the number of
people wanting to travel to Asia, from 18% to 34%. The
popularity of Africa skyrockets from 13% to 25% thanks to
popular destinations like Egypt and safaris.
The most important point is that by the end of 2023, one in four
high-end tourists will have visited Africa. It is predicted that
demand for the United States, Mexico, and the Caribbean
would continue high but level down owing to economic and
COVID-related uncertainty, while other far-flung locations gain
traction. ( Travelintel, 2022 )

According to recent surveys, more and more people are eager

to have truly amazing adventures. Vacations that provide once-
in-a-lifetime experiences, such as those offered by safari/game
reserves, overnight train, and adventure cruises, have seen a
major uptick in popularity. From now until the end of 2023, 21%
of rich luxury tourists are planning travels like this, a rise of
10% from the previous year. More than half of those surveyed
are considering booking a cruise for their next vacation, with
demand being driven mostly by expedition cruises to
destinations like Antarctica and the Galápagos. As limitations
on travel are lifted, we may anticipate this trend gaining steam.
Two-thirds of respondents are planning a trip with several
generations in the next 18 months, indicating a high demand
for such vacations. Also, beyond December 2023, 20% of
luxury travellers want to take repeated trips with various
generations. ( travel intel 2022 )

2.2 consumer engagement with travel experience, millennials

Social media is becoming increasingly important for tourism

businesses as a powerful and inexpensive way to reach
millennials. There has been a significant growth in social
media-related positions in the tourist sector, reflecting the
rising significance of these channels for both brand
engagement and customer service. A travel company's social
media performance is crucial to reaching the younger
generations (Gen Z and Millennials), who place a higher value
on direct contact with companies than their parents'
generation. KLM has used social media to improve customer
service with features like 24-hour multilingual help, while
Ryanair has successfully engaged its audience on TikTok with
engaging and relevant content. Travel firms are seeing the
importance of social media and increasing the size of their
social media teams to better cater to the needs of their
younger clients as these channels continue to grow in
popularity. ( traveldailymedia, 2022)

Because they value experiences above stuff, millennials are

changing the luxury travel sector. The travel and hospitality
business stands to gain from the estimated $1.4 trillion that
Millennials will spend annually on experiences by 2020 (72% of
their total expenditure). Due to the long-term and capital-
intensive nature of luxury hotels and airlines, however, not all
enterprises in the industry will gain equally. Luxury firms are
rethinking their marketing strategy to better connect with
wealthy Millennial consumers by emphasising unique
experiences that can be shared online and offline. Glossy
pictures and a storyline written for previous generations no
longer work to pique the interest of today's Millennials.The
generation born between 1980 and 2000 approaches travel
differently, with an emphasis on exploration, novelty, and
personal growth. Seventy percent of wealthy Millennial tourists
are interested in gaining knowledge about the local culture
throughout their trips. Millennials are less interested in staying
at a standard luxury resort and more interested in doing
something out of the ordinary, such as living in a Berber camp
in Morocco or taking a culinary lesson in Umbria. Boutique
businesses are ideally positioned to profit from this
development because they provide individualised services that
are both authentic to the traveler's needs and conducive to
forging meaningful cultural bonds. To attract millennial luxury
travellers, firms must differentiate themselves from generic
competition by creating genuine, one-of-a-kind experiences.
( luxe digital , 2022 )

FINDING & ANALYS

The results of the quantitative and qualitative primary research are going to
be discussed in the next section, in addition, an attempt is made to group
the results into themes to emphasise their relevance when analysing both
research methods in order to draw conclusions about the research themes.
To start with 33% of the people interviewed were late millennials in order to
study their consumer behaviour within the luxury travel industry previously
mentioned in the literature review , since as seeing in the literature review
generations consume in different ways the luxury travel.

Only the 21,4 % of people interviewed were generation X and 18.4 % were
generation Z .

61,2 % of the people interviewed were females and 38.8 % were males.
When asked what were the preferred modes of transportation 78,6 % of the
people interviewed responded plane , according to the shaping the future of
luxury travel the “global consumers are becoming more affluent”.
27,2 % preferred train , 9.7 % preferred the boat as a way of transportation
and 12,6 % preferred other ways of transportations as private jets or private
yacht.

Since most of the people interviewed were millennials 37.9 % preferred

resorts , below resorts boutique hotels were chosen by the 36.9 % of the
people interviewed , luxury hotels were chosen for the 32 % and private
villas with the 27.2 %
65 % of the people interviewed about what aspects were the most important
in luxury travelling responded relaxation & wellness as seen in the literature
review most of the people assume luxury travel with relaxation and is what
most of them try to achieve when purchasing a luxury trip.
44,7% responded to cultural immersion in addition to the importance of the
experience in luxury travel, 25,2 % responded to adventure & exploration
and only 13,6 % to culinary experiences.

37,9 % responded that “rarely” sustainability is important for them when

booking their luxury trip, it’s interesting seeing how millennials are not that
concerned about sustainability inset of Generation Z which responded
sometimes with 29,1% and often with 17,5%.
When asked about the way of booking their luxury trip 65 % responded that
they book online, this data show us the importance of technology nowadays
and how takes a big part in this industry.
28,2% responded to travel agencies, in luxury travel is very common to see
according to ( put the reference ) how most of the luxury clients book their
trips with agencies since they are in charge of everything from arranging the
ticket flights to the hotels.

31,1 % prefer booking from hotel websites.

As the people interviewed were millennials and generation Z , it can be

seeing in the graphic how social media is important when sharing their
experience while travelling , 66 % responded “always” on sharing their
experience in social media platforms , only 11,7 % voted “rarely”.
When asked about the travel membership 34 % responded “rarely” and only
9.7 % responded “always”.

Table 1
INTERVIEWERS INTRODUCE STRATEGIES Challenges THE FUTURE OF
THEMSELFVES LUXURY TRAVEL

A MANAGER OF TAILOR Huge demand in PEOPLE WITH

TRAVEL AGENCY EXPERIENCES the market MORE INCOME &
TECNOLOHY
POU TRAVELS

B GUEST MANAGER EXCLUSIVE To achieve the level TECHONOLOGY

TREATMENT BY of satisfaction of AND NEW
DANI GARCIA TALKING WITH the client GEENRATIONS
THE CLIENT

C CONCIERGE STUDY WHAT THE Achieve the level of THE EXCLUSIVITY

CITY / satisfaction
FOUR SEASONS ENVIROMENT
CAN GIVE TO THE
CLIENT
INTERVIEWERS INTRODUCE STRATEGIES Challenges THE FUTURE OF
THEMSELFVES LUXURY TRAVEL

D DIRECTOR PR & EMPHASIZE WITH Challenges = TECHNOLOGY

COMMUNACITON THE WORKERS TO opportunities
MAKE SURE
FOUR SEASONS THERE IS A GOOD
TREATMENT WITH
THE CLIENT

As part of the primary research, a number of interviews in this

instance four structured interviews were conducted in order to
cover any gaps in knowledge that may have emerged
throughout the secondary research.
With the goal to increase the precision of this primary research
four professionals in the luxury travel industry agreed to make
an interview, each of them was asked questions related to their
positions in the field.
Although the questions asked in the interview varied slightly
based on the job positions of the interviewees, all interviews
adhered to the secondary research's predetermined format.

The initial questions introduced to the interviewees were about

their role in the luxury travel industry, interviewee A owns a
luxury travel agency, during thIs first question, interviewee A
answered that her travel luxury business was created by her
mother and after being in other jobs related to this field she
decided to join the family business to help and create a new
way of consuming in the luxury travel.
Interviewee B studied hospitality, she was very passionate
about this field after her graduation she travelled working in
different luxury hotels until a year ago when she decided to
join the group of Dani Garcia ( Spanish Michelin star chef) as
a guest manager in one of their restaurants in Madrid called
Leña.
Interviewee C worked as well in the hospitality field for more
than ten years, since a year ago she entered as a concierge at
the Four Seasons in Madrid
Interviewee D has worked for more than 12 years in the luxury
hospitality industry in many countries as the United Kingdom,
Spain and the United Arab Emirates, since three years ago she
is the director of PR & Communications at the Four Seasons
Madrid.

In relation to their main responsibilities, interviewee B and

interviewee C have similar responsibilities, since both of their
jobs emphasise the welfare of the client at the same time in
different fields inside the same industry.

Interviewee B is in charge of the team, she has to control that

everyone is doing their tasks assigned she is in charge to train
the new employees, manage the VIP list of clients, the cash
counts and most importantly good communication between all
the departments.
As said before Interviewee C share some responsibilities with
Interviewee B, she takes care of every detail to make the
experience for the guest unique and exclusive.

Interviewee A is in charge of the whole management of her

travel agency, she tailors every experience for each of her
clients making every time a unique experience, different from
another, for interviewee A is very important the special
treatment that the client gets , the main strategy for the
interviewee is a succesfull business in the luxury travel
industry is the tailored experiences , since she owns a travel
agency , she believes that make special treatments and make
every experience unique and different is what makes a
business successful , even tho she claims that technology is
creating new strategies to this business and helping to
improve to this market is very challenging since she does not
believe that technology in the future could replace her position
because of every time a client book a trip wit her travel agency
from the beginning until the end of the trip she is ( atenta ) if
anything happens with the bookings , during the trip or with
the booking flights. Interviewvee B, C and D agrees with
interviewee A in the tailored and personalisation of the
services, in the 8:05 of the interview with interview B she tell
how clients can experience new ways of dining in their
restaurant since they collaborate with an hotel ( Hyatt Xperia )
in which choosing between two of the menus ( name of the
menus ) the clients would have access of spending the night in
the hotel or spend three hours in the hotel with access to their
accomodities and amenities.

For interviewee B the main strategy for a successful

experience is the interation stage that she has with the client,
she believes that interacting directly with the client , having a
little conversation is key since she has the opportunity to
understand the personality of the client so she can work with
that from that point , some of them are more into wines so she
can offer them a personalised selection of wines , others are
more into dessert so they can offer them special options but is
fundamental for interviewee B the interaction. She claims that
body language is also a key when approach the client , she
believes that even though with their body language they can
appreciate who are more talkative than others at least a short
question needs to be ask for try to know in what direction the
client would like to go through the experience of dinning in
Leña ( Dani Garcia´s restaurant ).

Interviewee C believes is fundamental to have passion and

invest time in get to know the surroundings of what the city in
which the accommodation is located can offer to their clients ,
so they can offer the best personalised and detail treatment
and recommendations to their clients making sure even
though difficulties or problems can appear their clients can
appreciate how the concierge team is prepared and ready to
support solutions.
She believes she is not going to achieve a successful
experience to the client if she does not know well the
surroundings and the environment of the destination.
Since interviewee D is the director of PR and Communication
of a very well know luxury hotel , she is convinced that for
creating good experiences to the clients is fundamental to
have a good relationship and environment with the team that
compones the hotel , since she believes that poor
relationships between workers of bad interactions can make
unsuccesfull the service given to the client and that could
affect the company creating bad feedback from the clients.
She make compulsory meetings every week to make sure that
everything is correct and that everyone is comfortable in their
positions, the company where she works has created
workshops for workers to improve their leadership ,workteam
and emphasis between them , this workshops have really good
reputation inside the work team.

For every four of the professionals interviewees the main key

to have a successful business in this luxury travel market is to
try to achieve the best and unique treatment for the client ,
partnerships with the best food providers, restaurants , local
business , accommodations and others are fundamental in this
business.
Interviewee A says is all about being innovative in a very
saturated market , is getting more and more difficult to try to
achieve new clients because of the huge demanding of luxury
travel nowadays.
For interviews D the challenges that the industry faces is an
opportunity to try new things and to be innovative since even
though she believes there is a huge demand in the luxury
travel market at the same time there are also new concepts,
new generations and new ways of consuming that appear
every day.

Since Interviewees B and C work directly with the client in the

first place, both of them believed that one of the main
challenges that the luxury experience industry faces is, in fact,
the level of satisfaction of the client, Interviewees B and C
claim that satisfy a client is becoming every year more and
more difficult since the luxury traveller nowadays is more
demanding and more impatient.

Discussing the last topic about the future of the luxury travel
industry the four interviewees had different and similar points
of view.
Interviewee A believes that the future of the luxury travel
industry is in wealthy people since she claims that every year
this industry is becoming more expensive and with that more
exclusive so not everyone can afford this type of travel, even
though interviewee A assume that technology is going to take
a huge part in this industry since the demanding of new types
and ways of experiences are in constant change and that she
can see already a huge impact of the technology nowadays, as
interviewee A, interviewee B and D agree with the fact of
technology applying in the industry; respondent B ensure that
even in the company of Dani Garcia try to stay authentic by
taking for example notes in the traditional way it is very
difficult to not apply technology to have faster service and to
make good communication between departments.
Respondent D sees technology as the only way to ensure
progress in the luxury travel market as she ensures that the
market has to grow in a more futuristic way.
Interviewee C was the only to have a different point of view
with this topic , her answer was that the only thing that the
future of luxury travel is going to be is the exclusivity that
companies and services are going to provide to their clients.