by Peter J. Bates

Tuesday, June 26, 2012

The Highs, Middles & Lows of Today

Now that we’re at the half-year point, I’d like to take the time to pause and reflect on the past six months of 2012. One thing we know for sure is that U.S. consumers are indeed traveling again but there is still some skepticism among them. The psyche of today’s high-end consumer requires constant examination to ensure that our messaging is spot-on. Plus, economics around the world (think of the state of the Euro) and U.S. politics (the Presidential election and Wall Street in particular) continue to impact consumer mindsets and tourism in various ways.

Therefore, as we recall the past and look toward the future, I’ve outlined some highs, lows and of course, some points that fall into the middle for us luxury travel marketers to consider.

High #1 – Understanding Today’s Affluents
The most recent “Survey of Affluence and Wealth in America,” produced by American Express Publishing and Harrison Group, delivered some great news for our industry! “Travel is the number one discretionary spending category for affluent and wealthy families” – and this is because travel is a means towards achieving the goal of spending quality time with the people who matter most.

Additionally, enjoying positive and enriching experiences that encourage ‘quality in life’ are paramount to this audience. “Affluent and wealthy consumers across generations wants experiences that support their goals, values and passions in very personal ways, within an environment that shields them from the noise of the debate over wealth and success.” As luxury travel marketers for the finest experiences and products, we are poised to continue excelling as long as our delivery, attention to detail and customer service are flawless.