Takeaway Insight: Give the Gift of
Time
Time remains one of the few
things that money can buy and yet
one of life’s biggest luxuries. As
luxury consumers find it harder to
switch off, services and treatments
that force users to engage in more
mindful practices, or that mould
around busy agendas will resonate.
2. Convenience and Discovery
As luxury consumers look to make
every minute count, there is
a growing expectation for on-
demand services to match their
busy in-transit lifestyles. The
on-demand economy attracts
+22.4m global consumers
annually, and $57bn in spending
(National Technology Readiness
Survey, 2016), while UK
technologists HotelEtail report
that hotels providing an exclusive
brand product presence via
delivery or a hotel shop have seen
average revenues grow by £1,500
($1,865) per room per year.
As such, convenience-centric
retail services, especially those
that retain an elite flavour, are
becoming a key trump card for
hotels against ‘homestay’ rivals
such as Airbnb.
In the UK, fashion e-rental
business Girl Meets Dress’s
partnership with W Hotel London
allows guests to borrow a designer
outfit via the 24-hour Whatever/
Whenever concierge service app.
A rail of dresses is brought to
the room along with an iPad for
viewing the retailer’s archive, with
same-day delivery for orders made
before 2pm.
Additionally, rooms at W
Hollywood are supplied with
a menu of clothing by US
streetwear label ADBD, which can
be ordered and delivered 24/7 via
room service.
86 ILHA
Tapping into the traveling luxury
consumer, passengers on Hong
Kong airline Cathay Pacific can
shop luxury e-tail sites Net-A-
Porter and Mr Porter using in-
flight wi-fi on their mobile devices.
Items are delivered straight to
their hotel rooms, available same-
day in London and New York.
Takeaway Insight: Tap the On-
Demand Economy
The on-demand economy is
booming. Speedy concierge-style
mixes of retail and hospitality
can create best-of-both-worlds
service scenarios that satisfy
luxury consumer desire for
convenience and delight.
3. Full Wellbeing
Today’s luxury consumer is seeking
absolute wellbeing: choosing
products, services and experiences
that deliver holistic inner and
outer results. This desire is
motivating these individuals to
infuse travel with self-growth
opportunities, seeking emotional
connection and meaningful
memories.
In fact, travel companies report
that the number of people taking
faith-based vacations is up as
much as 164% in the last five
years, even at a time when the
fastest-growing religious category
in the US is no religious affiliation
at all, according to Pew Research.
Seattle-based company TCS
World Travel’s Distant Masters trip
consists of a 21-day tour across
Asia that focuses on longevity,
health and spirituality. It stops at
religious sites like Amritsar in India
and Paro in Bhutan.
Luxury spas are also championing
the addition of ancient and
spiritual rituals. The Spa at
Four Seasons Hotel Hong
Kong recently introduced crystal
healing with sound bowl therapy,
signifying a move towards more
subtle treatments. Targeting
professionals, UK-based therapist
Katie Light has developed The
Light Technique – a blend of
ancient and contemporary mind
and body therapies including Reiki.
Just 15 minutes of Reiki can be
effective, and clients can stay fully
clothed.
Meanwhile offering luxury
travellers the opportunity to
tell a meaningful story of who
they are, London travel start-up
Travel Unwrapped creates custom
journeys for clients based on their
DNA. A world map of genetically
relevant (and often surprising)
countries is created, and then
subsequently designed into a trip
itinerary. Travellers can opt to be
accompanied by a genealogist.
Takeaway insight: Offer Total
Wellbeing
Services and experiences that
focus on mindfulness, personal
journeys and heightened senses
are holding real appeal with luxury
consumers seeking total wellbeing.
Consider ways to support these
individuals more holistically as a
way to build loyalty.
About the author
Alison Gough is Senior US Analyst at
Stylus, the global innovation research
and advisory company.
She oversees Stylus’ US-specific research
and has more than 12 years’ experience
as an editor and analyst specialising
in consumer attitudes. A seasoned
traveller, the breadth of her knowledge
stretches across multiple consumer
industries, regions and demographics.
Alison previously worked as a forecaster
at WGSN and at Peclers Paris.