This is a guest blog post by Tanya Rose, founder of Mason Rose, one of the UK’s leading representation agencies offering exceptional Sales, PR, Digital Marketing and Partnerships to luxury hotels, travel, lifestyle and wellness brands
At Mason Rose we’re lucky enough to be at the forefront of all things luxury travel and wellness with attendance at leading industry awards and events as well as having regular catch ups with the UK’s most brilliant and pioneering industry professionals and media. With this in mind – and having spoken to some of our team too – here are my top picks for the leading luxury travel trends for 2018 and beyond.
Multi-generational travel is here to stay
Multigenerational holidays are hard to beat for the whole extended family to spend that much needed time together – although it’s key to ensure you head somewhere where all ages can do their own thing too so when you do reconvene it’s focused attention on each other (and not a screen!)
We’ve had ‘experiential’ travel and whilst there’ll always be a place for the ‘fly & flop’ beach holiday, people are seeking more from their holiday allowance. They want to use it to have a complete mind and body overhaul or learn a new skill, give back to a community. The affluent millennial market is one that really does have philanthropy at its core – so there’ll be more on this to come I’m sure.
Wellbeing is a priority for the luxury traveller
With wellbeing becoming more mainstream than ever before, today’s traveller, whether they’re travelling for business or leisure, requires facilities that allow them to stay good on their usual self-care routines. In response, we’re seeing many of our hotels offering the likes of running routes as a great way to explore the surrounds or popping a yoga mat alongside the mini-bar.
Whilst a spa was de rigour for all luxury hotels, they’re now taking it up a notch by investing in comprehensive wellness offerings – from those soul enhancing treatments to dedicated retreats – not only a nod to the ‘self-care is your healthcare’ trend but also relates to the need for those transformational travel experiences too.
My modus operandi day-to-day but in relation to travel trends we’ve got this ironic sentimentality of being super connected via the world wide web, social media channels etc yet somehow, we seem to feel more socially disconnected. Travel – whether as a family or friends – gives back that chance to re-establish connections or discovering new ones through embracing local experiences. Digital detoxing and ‘going off grid’ is also a rising trend to improve wellbeing and instill a sense of social interaction, another example of these trends all intertwining. Conversely technology continues to go from strength-to-strength and whilst we’re all in agreement that AI won’t ever fully replace EQ (we hope!) we see technology enhancing the guest experience in a variety of ways from ensuring incredibly bespoke stays (due to the savvy use of data capture – although let’s see what happens here post GDPR) to hotels creating their own apps which has concierge-style top tips.
Private jet travel as the new first class?
Private jet travel has never been so accessible to one and all as it is today thanks to a rise in members-only mobile communities for shared and private flights. Like the Uber apps for private jets, members can pay a set fee and have access to an array of aircraft that often need to fill ‘empty legs’ at a fraction of the price. In a bid to drive consumer loyalty private jet companies are also forming dedicated partnerships with like-minded travel brands, for example, Victor gives customers access to the Lamborghini Academy.
As aforementioned today’s travellers are moving towards trips and experiences that can positively impact local communities, economies and environments without forsaking luxury amenities. Again, it is a nod to the previous trend of the need to return from a holiday feeling wholeheartedly enriched – today’s discerning travellers are expecting a much more philanthropic edge to wherever they stay.
Celebrating its 25th year in 2018, Mason Rose is one of the UK’s leading Sales and PR agencies for luxury hotel, wellness and lifestyle clients globally. Founded by Tanya Rose, who having spied a gap in the market for independent luxury hotels requiring a presence in the UK, launched Mason Rose as a sales agency with founding clients The Bel Air, Le Bristol and The Carlyle. Lauded for her innate aptitude for creating connections and with an eye for a good story, a PR division soon followed.