VisitBritain is launching the worldwide advertising campaign in the spring, with a view to attracting ‘high net worth’ individuals, with more than a million dollars in spare cash, a group that grew by 17.1 per cent in 2009 to 10 million, despite the economic downturn.
To help inform the new campaign, the agency has carried out research into the holiday trends of the top end consumer, and has found that this elite group has an appetite for ‘unreal, fairytale’ holidays, and all-inclusive packages which are choreographed and unusual.
The report identifies seven trends in luxury travel, including ‘frictionless flow’ packages, which are perfectly tailored for the individual and completely all-inclusive, and ‘serendipity’ holidays which are full of surprises.
VisitBritain believes that Britain, with its rich history of aristocracy, is well placed to offer holidays that are out of the ordinary, and is planning to target the rich with British suggestions for each holiday trend.
"Original home of luxury"
Patricia Yates, director of strategy and communications at VisitBritain, said: “Britain is already regarded by many of the international jet-set as the original home of luxury, thanks to our centuries-old aristocratic traditions and history of service.”
“This report shows that while every country has 5 star hotels, luxurious spas, designer shops and championship golf courses, Britain stands out because it has the original world renowned luxury experiences and brands. A stay at Claridges, shopping in Slefridges, or eighteen holes at St Andrews have a cache that can’t be found elsewhere.”
A key finding in the report, which will also inform the VisitBritain campaign, is that the top-end market encompasses three distinct tiers of luxury: the ostentatious ‘gold luxury’, the less overt, comfortable ‘platinum’ luxury, and understated ‘black’ luxury.
However, the British Hospitality Association highlighted that the report should not overshadow the UK’s overall offering.
Speaking to BigHospitality, a spokesman for the BHA said: “This report reflects recent high occupancy figures of London where there is a large collection of luxury hotels. It’s no secret that these are among the finest in the world and are an attraction in their own right.”
“Of course London and other major cities attract the high spend consumer but there are many other market segments, too, and the UK has a huge selection of hotels at all prices.”
He added: “The secret of success is knowing which market your hotel is operating in, and satisfying it.”