| The luxury travel industry has been the core of my | | | | And what about the luxury end of the market? |
| business world for many years. In my role as | | | | Believe it or now but some of the top end |
| marketing consultant have seen travel companies | | | | companies are having a very profitable time. How? |
| grow and fall as the trends for vacations and short | | | | They have talked to each other, joined forces and |
| breaks changed in line with needs for the industry's | | | | shared resources to help bring their marketing costs |
| most important component - the customer. | | | | down and in many cases their market coverage up. |
| From just one holiday or vacation a year, the trend | | | | I have seen groups of top Scottish Hotels who might |
| has grown to a pattern of two maybe even three | | | | have been fighting for a customers attention, |
| vacations. For those with more disposable income, a | | | | become a collaborative marketing group whose aim is |
| sprinkling of short breaks throughout the year has | | | | to sell the destination first and then divide up the |
| become a typical indulgence... until now. | | | | spoils amongst their spa resorts, golf complexes, |
| With the onset of the financial recession from 2008 | | | | boutique hotel partners and city centre apartments. |
| onwards large families and travelers in their 40-50s | | | | I have also seen small specialist travel agents |
| were hardest hit in terms of the number and quality | | | | collaborate by forming a colaborative venture |
| of holidays taken. Excited at the opportunities | | | | specialising in high end luxury travel destinations - |
| afforded by budget flights and exciting destinations | | | | each member having a unique destination or service. |
| many families looked forward to a few weeks in the | | | | With one innovative marketing message they have a |
| sun with cheap food and drink plus the opportunity | | | | louder voice than they might have as individual travel |
| to pick up some duty free luxuries and a tan. | | | | operators. |
| But the fall out from flight route closures on the | | | | On the customer side collaboration is also proving |
| cheaper airlines, the rising costs of hold baggage and | | | | very beneficial. Instead of taking lots of individual |
| the affects of currency fluctuations have made larger | | | | holidays there is a growing trend for groups who |
| numbers of potential holiday makers taking the | | | | might have booked separate hotels and a similar |
| cheaper option and staying at home. | | | | destination to team up and book a large villa or |
| The younger singles market still managed the short | | | | apartment. Combining their entrepreneurial skills, |
| luxury breaks to European cities such as Prague and | | | | purchasing skills and cooking skills they are able to eat |
| Barcelona and the island retreats of Ibiza and Mallorca. | | | | well, organise great activities while staying at some |
| But even this market is being eroded as salaries dip in | | | | of the most exclusive holiday destinations. |
| line with recession. Currency fluctuation and exchange | | | | Yes, we enjoy our holidays especially if it is |
| rates have hit the cost of bed and board rises | | | | something unique and exclusive for ourselves - but |
| dramatically in the once celebrated destinations. Add | | | | teaming up with friends and like-minded travellers has |
| in the effect of 'global warming' on the conscience of | | | | its benefits. And within the marketplace there is |
| the younger travelers and its easy to see why so | | | | definitely strength in numbers. Look out for more |
| many of the budget holiday companies are falling on | | | | collaboration from the travel trade to grab your hard |
| difficult times. | | | | earned holiday cash. |
