Authenticity is a luxury client must

The world’s most affluent travellers opt for authentic holiday experiences, according to research undertaken by International Luxury Travel Market (ILTM).

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By  Gemma Greenwood Published  November 16, 2006

The world’s most affluent travellers opt for authentic holiday experiences, according to research undertaken by International Luxury Travel Market (ILTM). More than 70% of the 400 luxury travel suppliers surveyed by ILTM agreed that their clients were looking for more authenticity when selecting a holiday. A further 59% stated holidays needed to be more experience-led and enriching than ever before. “Interestingly, as the affluent traveller increasingly looks for something ‘real’ in their travel plans, they move further away from the security of familiar brands,” said the survey synopsis. Less than half of respondents agreed their clients found reassurance in luxury brands, compared to 65% last year. The survey also discovered that 50% of “uber affluent” travellers do so with their families in tow. “Older, and therefore more financially secure parents, increased personal wealth, smaller, carefully planned families, as well as sizeable monetary gifts from baby boomer grandparents all combine to create a new ‘family luxury’ trend,” said the survey. Exhibitor space at this year’s ILTM, which takes place in Cannes in the South of France, from December 4-7 and targets the luxury market, has already sold out, according to organiser, Reed Travel Exhibitions (RTE). Key participants from the MENA region include Gulf Ventures and MMI, SNTTA Emir Incentives and Conferences, the Jumeirah Group, InterContinental Hotels and Dubai top-end properties. The event is expected to attract more than 1100 VIP buyers, including Dubai-based tour operator, Dnata Holidays, which is currently revamping its portfolio to focus on product that caters to the “discerning traveller”, namely, four- to five-star deluxe resorts and properties. “We will get a lot more out of ILTM than WTM,” said Nathan Adams, product development manager, Dnata Holidays. “We could still be contracting at WTM, although we already have relationships with key suppliers across our 25 destinations, but at ILTM we will be planning our marketing strategy for 2007.”

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