The post-covid travel boom means luxury travel is becoming more and more popular.
A recent study from Travolution tells us that people are willing to spend more on travel, 28% more to be exact. It’s clear people are prioritising holidays abroad, which sometimes means putting their hard-earned money towards a luxury experience.
Guests and customers of luxury travel expect a curated, five-star experience, so your marketing must highlight how your brand fulfils this. Plus, people new to luxury travel will want to know why they should go with your brand compared to a cheaper travel company.
With that in mind, let’s look at the key ways you can enhance your marketing strategy…
Pay close attention to the brand guidelines
Following brand guidelines is always important, but even more so for high-end brands. Continuity between all channels cements your style and emphasises your luxury status more seamlessly. Building your brand identity is important, and this can be done through colour scheme, tone of voice, logos, and typography. Ensure to train everyone on your team on the brand guidelines so they always keep this in mind when marketing.
The best of the best
In luxury travel, there needs to be a level of high quality with everything you do. Ensure your hero images highlight the best of your brand, whether this is your own photography or UGC. For your website, use an attractive layout that exudes luxury. Follow the brand guidelines and think carefully about the font, colours, and user experience.
Similarly, invest time into creating copy that accurately reflects the brand, and ultimately persuades the customer to choose your company. Watch out for grammar mistakes, uninformative content, and word frequency, as this could be seen as careless and will send the wrong impression.
Don’t be too over the top
Audiences of luxury travel brands are used to reading content about attractive locations. If your writing is too flowery, consumers will see right through it and it will have the opposite effect. Trying to prove the luxury of your brand will only come across as insincere – instead, let the quality of your content speak for itself.
Optimal customer service
Often, holidaymakers looking for a luxury travel experience want an effortless booking journey. Show your audience that they will be looked after, whether this is an efficient customer service team, or offering helpful holiday advice. Reassure your customers that you will take care of everything and that their only job is to relax.
Get personal
Don’t forget to tailor your marketing towards each section of your audience. Research each group of your target market thoroughly, and plan how you can appeal to them. That way, you can market children-friendly activities to luxury families, or adventurous getaways to the more experience-focused travellers.
Once you have researched your audience, be sure to advertise in the right spaces. Promote in the spaces your audience will see. Can you utilise influencer marketing on TikTok? Can you use your excellent photography on Instagram, or does your audience primarily use Facebook?
Find your unique angle
When consumers are spending a significant amount of money, it’s a no-brainer that they will be comparing your holidays to your competitors. You may be selling excellent accommodation with beautiful views, but why should the customer purchase from you specifically?
Do you work with local, ethical businesses? Have you partnered with an exciting brand lately? Shout about your USP and how this can benefit a potential customer.
Storytelling
One of the best ways to market for luxury brands is by telling a story. In 2023, customers want to know what they will gain from the experience. Although writing for SEO is important, writing purely for the search engine will not be engaging for the consumer. Write for the traveller, and show how your brand can meet their holiday needs. Read more about this concept in a recent article we wrote for Travolution.
In summary
To summarise, focus on matching your content to a high standard, without exaggerating or cheapening your brand. Once you have thoroughly researched your audience and know the brand guidelines inside out, the content creation will flow.
If you need help with your travel marketing strategy, get in touch today. Alternatively, for more advice, read the It Works blog.