Chapter 1 - Luxury in TourismEvents 2023.2.pdf

LUXURY EVENT MANAGEMENT & COMMUNICATION Autumn 2023 1.Luxury Tourism & Events 4 INTERNAL What do we understand as Luxury? SUBJECTIVE concept rather than an ABSOLUTE 5 INTERNAL The eye of the beholder 6 INTERNAL The concept of luxury is changing very fast Traditional definitions: A st...

LUXURY EVENT MANAGEMENT & COMMUNICATION Autumn 2023 1.Luxury Tourism & Events 4 INTERNAL What do we understand as Luxury? SUBJECTIVE concept rather than an ABSOLUTE 5 INTERNAL The eye of the beholder 6 INTERNAL The concept of luxury is changing very fast Traditional definitions: A state of great comfort or elegance, specially involving great expenses A condition or situation of great comfort, ease and wealth Expensive and not necessary Something helpful or welcome but not always available 7 INTERNAL The concept of luxury is changing very fast NOW: BEFORE: 8 Status Experiences Prestigious Authenticity Exclusive Ethics Rarity Sustainability INTERNAL The concept of luxury is changing very fast ECONOMIC Development of countries in Asia SOCIAL Millennials vs. Middle-aged highend-worth shoppers TECHNOLOGICAL Online shopping Social media LUXURY 9 INTERNAL Who are the millennials? 10 INTERNAL MILLENIALS ➢ Individuals born between 1980´s and early 2000´s ➢ Follow Generation X Levante EMV ➢ The most connected generation ➢ Grew up during Internet age – communicate through email and social media ➢ Always updated with latest gadgets and technology ➢ New expectations for what a luxury brand should deliver, specially in terms of omnichannel experience ➢ Value experience over ownership 11 INTERNAL The concept of luxury is changing very fast CORONAVIRUS What we truly value in our lives: LIBERTY CONTACT WITH PEOPLE FREE TIME – LUXURY OF TIME PHYSICAL EXPERIENCE 12 INTERNAL 2 - LUXURY IN TOURISM A LITTLE BIT OF HISTORY EARLY DAYS TOURISTS: ✓ Everything was luxury ✓ Small social and economic elite ✓ The base of the modern thinking: grand hotels, cruise ships, destinations that still are symbols of luxury 13 INTERNAL A little bit of history The Grand Tour: ✓ British Phenomenon ✓ 17th & 18th Century ✓ Extended vacation of upper-class European men (about 21 years old) ✓ Through Europe, Italy as key destination ✓ The primary value: its exposure to the cultural legacy of classical antiquity and the Renaissance, and to the aristocratic and fashionably polite society of the European continent 14 INTERNAL A little bit of history Health Tourism: ✓ Ancient cultures recognized the therapeutic effects of mineral thermal springs and sacred temple baths ✓ In the 1720s, Bath became the first city in England to receive a covered sewage system and was ahead of London for several years. Hotels, restaurants, streets had lights – because Medical tourism ✓ During the 18th and 19th century, several Europeans and Americans continued to travel to remote areas with spas and health retreats 15 INTERNAL A little bit of history Railways: ✓ Accesibility to more destinations ✓ More comfortable and faster trips ✓ Over second half of 19th Century opened up coastal resorts for vacations for the burgeoning middle class in Europe and North America ✓ Iconic tourism experience: Orient Express (since 1883) 16 INTERNAL Luxury Trains- Al Andalus Express 17 INTERNAL Luxury Trains- The Royal Hungarian Express 18 INTERNAL Luxury Trains- The British Pullman 19 INTERNAL Luxury Trains- The Royal Scotsman 20 INTERNAL A little bit of history Development of new destinations for the rich FRENCH RIVIERA 21 PARIS IN THE BELLE ÉPOQUE (1871-1914) INTERNAL THE ALPS: The Playground of Europe (1871) A little bit of history Imperialism and Colonialism (1870-1914) ✓ The management of the empires required hotels around the world ✓ Opening of a generation of hotels that remain a byword of luxury 22 INTERNAL A little bit of history Mandarin Oriental Bangkok, Thailand (1876) 23 Winter Palace Luxor, Egypt (1886) INTERNAL A little bit of history Mount Nelson Hotel Cape Town, South Africa (1899) Galle Face Hotel Colombo, Sri Lanka (1864) 24 INTERNAL A little bit of history The Golden Age of the Luxury Travel (1920s-1930s) Optimistic Open to experiments Hungry for freedom The Golden Age Improvement in transports Increasing wealth and outgoing attitude 25 INTERNAL A little bit of history The rare luxury of flying in the 1920s: ✓ Risky ✓ Expensive ✓ No legroom ✓ Bumpy ride ✓ Cold 26 (955) 1920s Early Air Travel, G-EASN Plane Taking Off, 16mm - YouTube INTERNAL A little bit of history The Golden Age of ocean travel: ✓ After the Titanic tragedy of 1912, the maritime standards of safety have been majorly revised ✓ By 1920s, ships and ocean liners became the trendiest mode of transportation ✓ Offer all types of entertainments: swimming pool, movie theater ✓ Decks divided in different classes 27 INTERNAL A little bit of history After World War II Middle class Richest tourists 28 • Reduction in the cost of travel • Longer paid holidays • Rising wages • Politicial stability • Change in the behaviour • Little desire to mix with the new mass market tourists INTERNAL New luxury market travellers 29 INTERNAL Trends of luxury in tourism SUSTAINABILITY ECO 30 LOCAL COMUNITIES SUPPORT ZERO EMISSIONS INTERNAL Eco-luxury ✓ Eco-luxury accommodation Reduce to the minimum the consumption of natural resorces Reduce the expense of energy or emissions Special care of the waste treatment Designed respecting the environment Try to fit in the area and help the community 31 INTERNAL Eco-luxury ✓ Sustainable transport Electric vehicles on safaris Electric boats for silent river cruises Electric vehicles for transfers, staff, etc 32 INTERNAL Eco-luxury ✓ Sustainable food & drink Local gastronomy Organic food Locally sourced (proximity product) (970) Emboo River's full eco story : a road to sustainable luxurious travel - YouTube 33 INTERNAL Trends of luxury in tourism FRIENDCATIONS GENERATION ALPHA AWAY FROM MULTITUDES HYBRID WORKING (970) Rosewood Residences Mayakoba - YouTube 34 INTERNAL “You prepare the backpack, we bring the friends” Blue Lagoon, Islandia 35 INTERNAL 3 - LUXURY IN EVENTS 36 INTERNAL A LUXURY EVENT IS… The symbol of ultimate experiences. True gems of inspiration, are perfect setups to get ideas from and push the boundaries of planning (www.eventplanner.net) Luxury events have elements that “wow” guests with their exclusivity, artistry and beauty (www.socialtables.com/blog) 37 INTERNAL What does a luxury event client look for? MORE INFLUENCE IMPROVE REPUTATION SALES INCREASE INCREASE BRAND AWARENESS POSITION LAUNCH A NEW PRODUCT 38 INTERNAL What makes the difference? Unique Exclusive Stylish Glamorous Elegant Fashionable 39 INTERNAL What makes the difference? Unexpected venues Culture of detail Maximum personalization Exclusive experiences BeChic.es 40 INTERNAL What truly differentiates luxury event firms is their ability to deliver the unexpected, and a high-touch experience that caters to— and goes above-and-beyond—the client’s wishes. (www.socialtables.com/blog/event-planning/luxury-high-end) 41 INTERNAL Magazinespain.com Magazinespain.com BeChic.es 42 INTERNAL BeChic.es 43 INTERNAL BeChic.es 44 INTERNAL Thank you