The lure of all-inclusive amenities and authentic excursions and activities are driving more travelers to seek luxury travel experiences. What does that mean for you, a travel advisor potentially exploring a new niche to meet the needs of these clients?  

First and foremost, it means understanding the luxury product and how to present it to your clients as a viable option for their next vacation. Knowing who the luxury client is and asking the right questions during your qualifying process will help you play matchmaker between the appropriate suppliers and your travelers.  

It’s also important to remember that luxury is both a dollar amount and a feeling. Sometimes clients desire a luxury experience but don’t have the budget to support their wish list, and your challenge will be having difficult conversations where you manage their expectations. Sometimes clients will struggle to articulate how they view “luxury” and you will need to lead the conversation with your questions and feedback. Maybe you’re working with past clients who want to elevate their next trip and are coming to you for guidance in transitioning from their past travel experiences to a new feel.  

For all these scenarios, a robust educational foundation coupled with strong communication skills will help you talk to your luxury clients, work with your preferred suppliers, and secure a new booking. 

Which areas of luxury travel are experiencing growth?  

While Europe still drives about half of the trillion-dollar luxury market, Asia-Pacific travel, adventure travel, wellness travel, and high-end tours are increasing in demand. High-end dining and extravagant accommodations are also highly desirable within these segments and beyond. 

Who are luxury travel clients? 

Luxury clients seek authentic cultural experiences, upscale dining venues, elevated cuisine that celebrates the region/its local specialties, and indulgent amenities. They crave getting off the beaten path and participating in activities and sightseeing that go beyond the norm. Most of these travelers are between 40-60 years of age, well-educated, and are sophisticated and curious. 

What will they expect from you, their travel advisor? 

First, luxury clients want you to be confident in your knowledge of specific destinations or products. Specializing in certain countries or regions, while focusing on your preferred suppliers will be beneficial for gaining the trust of your clients and helping them plan a successful trip. Second, they want you to really get to know them, forming a relationship that includes anticipating their desires and expectations for travel and then working diligently to provide that. Finally, they expect you to be available to assist with their travel details as needed, which might not correspond with a more traditional 9-5 work schedule. This attentiveness will further solidify their trust in you, build your relationship, and encourage these clients to return time and again.  

Luxury Travel Experiences 

Suppliers and their offerings run the gamut in the luxury sphere, but here are a few to explore: 

Sandals Resorts 

Photos courtesy of Sandals Resorts

Resorts are not created equally, and beloved brand Sandals Resorts promises elevated amenities and inclusions at luxurious adults-only properties in a variety of beautiful Caribbean destinations.  

• Guests can feast at restaurants touting 5-star global dining. 

• Certified divers can use two tanks per day, either for two separate daily dives or one extended session. 

• Waterskiing, boat trips for snorkeling adventures, and glass bottom boat tours are all included options for water fun. 

• Greens fees are included for Sandals-owned courses.

• Butler service anticipates your every need and whim (certain room categories). 

• Overwater villas are in St. Vincent and The Grenadines, Sandals Royal Bahamian, Sandals South Coast, and Sandals Grande St. Lucian.

Viking (Ocean, River, and Expeditions) 

Photos courtesy of Viking

Luxury doesn’t necessarily mean pretentious, and Viking seeks to redefine modern luxury as “understated elegance” with incredible experiences that feel just a bit more welcoming and casual.  

• Scandinavian design and light-filled spaces create a warm ambiance.

• All onboard meals, including specialty dining, are included.

• Soft drinks, beer and wine, specialty coffee, teas, and bottled water are included.

• River and ocean ships are always adults-only.

• There are no casinos on board.

• Attention to stateroom details like no-fog mirrors, heated bathroom floors, and square seat backs for hanging jackets and purses provide comfort and convenience.

Authentic Vacations 

Photos courtesy of Authentic Vacations

For inspirational itineraries that explore film locations, ancestry, gardening/horticulture, or golfing to fully customized options catering to your client’s every wish, Authentic Vacations crafts truly distinctive tours in certain destinations around the world. 

• They offer unique and boutique hotel accommodations (no contracts with corporate brands) – think castles, manors, ranches, villas, etc. 

• Distinctive activities like culinary workshops, camera safaris, rides in vintage cars, and sports lessons are just a few special options when creating an itinerary.

• Visits to a “Secret Spot” beloved by locals and unknown to most tourists make itineraries feel extraordinary.

• Guided tours have a maximum of 18 people, creating an intimate feel.

Kensington  

Photos courtesy of Kensington

For private guided custom tours in more than 100 countries on seven continents, Kensington provides itinerary expertise paired with impeccable service so you can trust that your clients are in good hands.  

• Destination experts design tailor-made travel itineraries specifically for each Kensington client.

• The team routinely visits the destinations in the Kensington portfolio to vet partners.

• Private guides help travelers immerse themselves in the history and culture of the destination.

• Specialist guides ranging from athletes to historians to archaeologists offer unique, in-depth perspectives on the topics that interest your clients.

Avalon Waterways 

For river cruising that feels sophisticated but not stuffy, Avalon Waterways promises cultural immersion and amazing discoveries worldwide for their passengers. With 77 cruises on 11 rivers across 24 countries, there is sure to be an itinerary that captures the imagination of your client. 

• The line is known for its Panorama Suites, where the floor-to-ceiling sliding doors open the entire room to the beauty of the river and its scenery.

• Choosing the firmness of the Comfort Collection Beds℠ and selecting a pillow from a menu aids a night of deep sleep after a fun day exploring.

• Continental breakfast in bed or room service for lunch or dinner makes passengers feel pampered.

• Active & Discovery itineraries cater to travelers who want to get moving on vacation or choose unique activities that showcase the history and culture of the destination.

Go Above and Beyond 

The luxury travel experience goes beyond the suppliers mentioned above – there are many others to explore that offer the intimacy, attention to detail, and creative itineraries your luxury clientele seek. Spend some time acquainting yourself with them and how to best serve the clients who inquire about upscale travel, and you could find yourself in a very lucrative and rewarding niche.