Leading global hotelier and luxury shared ownership specialists Four Seasons have released research that reveals the habits of their “luxury consumers” and makes for interesting reading.
The group researched consumers’ preferences in sync with the launch of the new Four Seasons website.www.fourseasons.com. (The website includes information about its shared ownership division, Residences – see also http://residences.fourseasons.com)
Four Seasons held focus groups globally with the aim of getting to understand guest and travel partner needs better and the first issue of the 2012 Four Seasons Luxury Trend Report, “The Luxury Consumer in the New Digital World: Then & Now”, is out now, online.
Four Seasons’ fractional offerings include a spectacular resort in San Diego, Aviara, as well as resorts in chic ski destinations Jackson Hole and Vail (USA), Costa Rica at Peninsula Papagayo, the Palazzo Tornabuoni in Florence, Italy, and Punta Mita, Mexico.
“With nearly 90 properties in 35 countries and more than 50 years in the luxury travel industry, Four Seasons is able to share unique insights into the habits of an important consumer segment,” said a spokesperson. “The inaugural Luxury Trend Report highlights what we have learned about guest expectations in terms of high-tech balanced with high-touch, how they use social media to engage with brands, and other valuable information.”
The Four Seasons Luxury Trend Report affirms that luxury consumers are not only embracing, but engaging with new technologies (such as the iPad) in ways that are changing the face of travel. The report’s highlights include the findings that:
* Luxury is back. 2011 was the year of luxury’s rebound. Almost all regions saw at least six percent year-over-year growth in the luxury travel sector – a key indicator of luxury in general. This surge is projected to continue; industry experts project 10 percent growth in luxury overall in 2013. At Four Seasons, revenues are projected to grow 9.2 percent in 2012.
* Branding moves to the social sphere. 78 percent of affluent travellers participate in social networking sites, with more than half using social media to connect with a brand.
* E-commerce is king. The luxury consumer is increasingly going online to research and make purchases. Four Seasons online bookings rose 10 percent from 2010 to 2011.
* It’s the year of the rise of the iPad. One-third of wealthy consumers own a tablet or e-Reader. Four Seasons revenue generated from the iPad and other tablets has grown 200 percent from 2010 to 2011. This number is predicted to grow significantly in 2012.
One of the notable developments in the fractional property world is the increase of luxury resorts with five star hotels at the heart of the resort – offering guests concierge service, spa and health club amenities and fine onsite dining. Likewise, an increasing number of timeshare resorts fall into the luxury category reflecting the fact that consumers are more demanding, better travelled and expect high standards, whatever the destination.
To access the Four Seasons’ Residences Club (shared ownership) website directly, go to http://residences.fourseasons.com/
Published Date:
Monday, January 16, 2012 1:26 PM