Europe still leads when it comes to luxury travel, Are you often dreaming about far-flung destinations, swanky shopping streets, five-star hotels and Michelin-star restaurants? Chances are, you are a luxury traveler – or want to be. And, in a recent survey of travel agents, results indicated that there are more of you out there than in previous years.
A Travel Leaders Group survey indicated very strong interest in the luxury travel market in 2015, particularly in Europe with the buying power of a strengthening U.S. dollar.
Not surprisingly, Europe dominates the list with a European river cruise topping the list, Italy was second on the list and a Mediterranean cruise was third. When asked “When considering your luxury travelers, in which ‘region’ of the world are the majority of your luxury travel bookings?” the responses were almost all Europe based. Western Europe (Austria, Belgium, France, Germany, Netherlands, etc.) was numer one. Taking a cruise – not exactly a region – was number two and Southern Europe (Andorra, Gibraltar, Portugal, Spain, Monaco, Italy, etc.), the U.K. and Ireland and the Eastern Caribbean rounded out the top five.
“While there is an extensive list of ‘up-and-coming’ destinations that our luxury travel clients are booking that are more exotic, our high-end travel clients are very loyal to the upscale experiences and charms – both old world and modern – that Europe offers,” Travel Leaders Group CEO Barry Liben said in a statement. “That is likely a significant factor in nearly 90 percent of Travel Leaders Group luxury travel agents reporting that their luxury bookings are higher than or equal to last year at this time.”
Of increasing importance in the luxury market is up-and-coming destinations – and far-flung exotic destinations are growing in popularity in an age when experiential and soft adventure vacations are gaining traction in the market.
“When people talk about life changing travel experiences, Africa and African safaris are most certainly at the top of the list. There is something so moving and incredible about that destination, it’s no wonder it’s among Travel Leaders Group’s ‘up and coming’ destinations with luxury travelers,” noted Tzell President J.D. O’Hara. “The real destination to watch is Cuba, which already was appearing quite high on the list, even though the survey was launched prior to the President’s announcement of a process to normalize relations. It shows how much pent up demand there truly is for legal travel to Cuba, particularly among luxury travelers who want an authentic experience before the country undergoes rapid change and modernization as a tourist destination.”
In the survey, when asked, “What would you say is the top up-and-coming destination for your luxury travel clients?” travel agents said that Africa Safaris, United Arab Emirates, South Africa, Croatia, Vietnam and Cuba were top on their clients’ lists.
Top Luxury Travel Destinations (Outside) North America
1. Cruise – Europe river cruise
2. Italy
3. Cruise – Mediterranean
4. France
5. Australia
6. England
7. Cruise – Baltic
8. Germany
9. Ireland
10. South Africa
11. Cruise – South Pacific/Tahiti
12. Greece
13. New Zealand
14. Spain
15. Bora Bora, French Polynesia
Top Luxury Travel Destinations (Within) North America
1. Mexico
2. Cruise – Caribbean
3. Jamaica
4. Dominican Republic
5. Costa Rica
What Makes Travel Luxurious?
One of the more interesting components of the survey was the important components that make up a luxury trip. Here are top five responses from travel agents when asked “When spending money for travel, what is most important to your luxury travel clients?”
1. Accommodations – Luxury 36.4%
2. Air – First or Business Class 18.1%
3. Experience – Unique activities 17.3%
4. Experience – Exclusivity 11.1%
5. Accommodations – Ultra luxury 10.0%