All three panellists agreed on defining luxury hospitality as an experience that puts the human at the centre of decisions and concerns. In that sense, personal interaction is extremely important, both to connect between members of a group or a travelling family, and to establish a bond between the guest and the service staff that receives them.
There was a clear focus on the very high level of service quality before, during and after a trip or a stay in a restaurant or hotel.
We also observed, among the new service needs of travellers, a focus on space. Paulina Loeza from Grupo Posadas shared some statistics of travellers who have visited some of their different high-end brands. She pointed out that guests are looking for more comfort and privacy, choosing to fly business class and requesting larger rooms. In addition, in hotel restaurants, they are increasingly looking for more in the architectural design of the space (furniture, textures, colours, designs, ornaments, types of light).
New trends in travel
Andreia Morelli shared four trends that will inspire travellers in 2023 according to a recent study by American Express of 1,000 travellers from Australia, Canada, India, Japan, Mexico and the UK.
The rise of 'Set-Jetting'.
Series on streaming platforms and social media content are inspiring 70% of people to travel and be the protagonists of their favourite stories. "Emily in Paris" is a clear example of how a series has managed to motivate travellers to (re)discover France by following in the footsteps of the young American on her adventures in Paris, Champagne or the Côte d'Azur.
Delicious Destinations
47% of Generation Z and Millennial respondents said they have planned an entire trip around a restaurant they want to try or a dish they want to eat.
Wellness Wave
73% of respondents are looking for restorative holidays as travellers increasingly prioritise self-care and physical and mental health. Slow Tourism is becoming increasingly important, offering gentle mobility options such as walking or cycling to take the time to discover a destination and exercise.
Traveling Off the Beaten Path
85% of people surveyed want to discover hidden gems.
In her participation in the panel, Bea Sajon from Virtuoso, reminded that new generations are looking for a different luxury than their parents or grandparents, emphasising the need to seek authentic and close experiences to support local economies.
Digitalisation and the role of travel agents
Virtuoso is a network of high-end travel agencies and Bea Sajon assured that the role of the travel agent for luxury tourism is fundamental, because they not only know the products very well, but also the tastes of their clients. In this sense, Paulina Loeza from Grupo Posadas, shared with us that, although technological tools are very useful to help personalise the stay of each of their guests, nothing replaces the smile of the front desk staff welcoming them or the blue of the Caribbean Sea when opening the curtains of a room.
Innovation in services to be always one step ahead; and adaptation to new generations and new trends are fundamental elements for the luxury hospitality sector.
The secret, for Andreia Morelli and Bea Sajon, is to exceed their clients' expectations. Paulina Loeza shared with us that 84% of guests have used the word "Alegria" to define the emotion they felt when staying at one of Grupo Posadas' hotels. For her, the trend that we must always keep in mind is the sector's ability to generate that happiness in each and every customer and traveller.
