Hotel & Tourism SMARTreport #39
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ELITE TRAVEL TRENDS<br />
<strong>Hotel</strong> & <strong>Tourism</strong><br />
<strong>SMARTreport</strong> <strong>#39</strong><br />
2018 Summer Edition 19<br />
EXPERIENCE…<br />
WITH A CAPITAL “E”<br />
UK-based marketing agents Underscore<br />
recently explored how “luxury” is being<br />
defined, and nowhere is this more<br />
evident than within the luxury travel<br />
industry.<br />
Not surprisingly, the survey revealed that<br />
the biggest megatrend is that of seeking<br />
“off the beaten track” destinations.<br />
Luxury travellers desire to experience the<br />
true culture of an area by engaging with<br />
locals and wandering neighbourhoods…<br />
to discover their own version… and<br />
travel brands are thus enticing luxury<br />
travellers by enabling them to co-design<br />
their experiences.<br />
Health-conscious travel has never been so<br />
popular with 31% of people increasing<br />
their travel budgets because they<br />
increasingly recognise its importance for<br />
their health and well-being (TripAdvisor<br />
study).<br />
Finally, the trend of “sustainable luxury”<br />
or “guilt-free luxury” was once an<br />
oxymoron but the luxury travel industry<br />
has embraced the need for change and<br />
innovated to the point that a lot of<br />
operators now believe that the more<br />
sustainable they are, the more luxurious<br />
they are.<br />
In the following pages, we look at how<br />
these trends are affecting romance<br />
travel, along with the growing demand<br />
for private island getaways.<br />
The Royal Sands Koh Rong, Cambodia
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