In the ultra-luxury segment you do not buy service, you buy a fantasy.
Quentin Desurmont
Founder & President
Traveller Made®
Some say that the current pandemic will trigger radical changes across multiple sectors; do you see this happening in your primary eld? If yes, in which way?
Over the past few weeks I have been speaking with a lot of people across various markets and verticals, from hoteliers to villa owners and yacht brokers. The questions on their minds are no different than those on yours. This global pandemic has made clear to all of us that our day-to-day life is going to change in the foreseeable future. In trying to understand and process what we can expect tomorrow will bring, I must start by deep-diving into my own state of mind, and examining how I feel right now, on a human level. The answers are clear and provide a trustworthy insight for the next days of hospitality:
1. People are feeling more vulnerable than ever right now. They understand that there is no such thing as being invincible; we are not superhuman, and cannot avoid our core weaknesses.
2. Family has become more important than ever. This lockdown has increased bonding time, reintroducing us to our loved ones and making it clear in the most profound way that we have been missing out on a lot.
3. People have progressed more in understanding that our lifespan is nite and time is the most precious thing in the world. They have learned to focus more on what’s most important to them.
4. Sustainability has been embedded as a core value of tomorrow’s growth. Now more than ever, the true meaning of respect towards our entire ecosystem is understood.
All the above significantly impact our clients’ decision making processes when it comes to travel. Destinations, experiences and concepts matter more than ever. Travel is no longer a break from ordinary life; it is becoming a significant part of it.
Do you identify with the opinions that surfaced recently suggesting that regional traveling will gain more traction in the near future?
Regional travel will gain traction, but this does not necessarily mean a disruption in luxury travel. The idea that long-haul travel is reserved for the upper-class customer segment belongs to the past. People will – and should – stop travelling across the world just to lock themselves in a fancy resort that resembles nothing of the local ambience & experience. Secluding yourself in a resort makes sense only if it takes place as part of an overall travel concept and brings in meaningful added value. And added value comes only from experiences that resonate with the request of your client. A seasoned travel designer will deliver value even within the borders of your country. The key attribute is the quality of the experience and its relevance to the specific needs of each traveller.
Regional travel will gain traction, but this does not necessarily mean a disruption in luxury travel.
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What are the key changes that you expect to see in the travel mentality?
People want to dream. People want to be inspired by a hotel brand or a destination. Especially now; especially when it comes to high-net-worth individuals. In luxury, perfection is the absolute minimum; high quality is considered a prerequisite. Unparalleled service is taken for granted. In the ultra-luxury segment you do not buy service, you buy a fantasy.
The key – especially in the years to come – is in the brand narrative and how it will inspire the discerning traveller. Every travel inspiration is a fantasy that has come to life. In order to properly address the needs of tomorrow’s travellers, hospitality brands need to embrace their core values with much-needed storytelling, and create those fantasies.
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