‘Luxury’ is a term widely used in the travel industry, however the concept varies, with one person’s experience of luxury, another’s nightmare. Tourism Update explores what the industry deems ‘luxury’ in today’s world.
Luxury is a personal perception that is often impacted on by an individual’s economic, environmental and social factors, according to Carla Antoniazzi, Owner of Unlimited Destinations, which represents Coral Lodge in Mozambique.
Antoniazzi says hotel offerings should focus on the basic levels of luxury, which are generally accepted standards globally. These include good service, cleanliness and enjoyable dining experiences. Other categories that are considered in levels of luxury, are the quality of furnishings, space and attention to detail.
Exclusivity and Quality
Associating luxury only with wealth is becoming outdated, according to Cathlyn Grieb, Digital Marketing Assistant for Bushtracks Africa, who believes that something truly luxurious is often exclusive, available only to a select few.
At Bushtracks Africa the word luxury is used to describe its products, services and experiences, based on their originality and rarity.
Grieb says that to deserve the description ‘luxury’, the product or experience should be something sophisticated, of better quality, more stylish, or that offers superior performance. “We understand that the trend seems to be moving away from collecting luxurious possessions, and toward collecting luxurious experiences. People prefer to experience something special and truly unique, while still relishing in an air of class and splendour, which could not be translated as tasteless,” she says.
Expectations
Luxury is subjective, and is determined by surroundings and expectations, according to Lauren Ritchie, CEO of Rare Earth. “A ‘luxury’ offering in a big metropolitan city would be a very different offering to that in the middle of the African bush.”
“We always try and exceed the expectations of what each guest would expect in their surroundings and environment, deliver what hasn’t sprung to mind as a desire for them yet. It is the element of surprise and delight; the detail is what defines the experience,” says Ritchie.
Nic Griffin, Chief Executive of Thornybush Luxury Game Lodge Collection, says luxury is measured by the guest’s expectation, suited specifically to the establishment chosen and/or recommended.
In the game lodge industry, particularly the premium lodge industry, the majority of guests are first-timers to the bush and therefore do not have preconceived expectations unless clearly prepped, says Griffin.
“We focus on comfortable premium accommodation, great varied food, outstanding game viewing and friendly and warm staff interaction with guests in all areas of the experience. If we meet or exceed those touch-points, guests feel fulfilled and experience value and hospitality,” he concludes.
Experience
According to Kelsey le Voy from The Last Word Intimate Hotels, the essence of luxury is how an experience or the environment makes the guest feel. It also involves having time to oneself,as travellers get the opportunity to unwind surrounded by luxury, from accommodation to service.
“Luxury to one person may be the ability to lie back and read a book, turning from page to page with uninterrupted tranquility and relaxation. To another person, luxury could be having the time to explore the outdoors and return to a hot cup of coffee in the comfort of their suite before being treated to a dinner overlooking the ocean,” comments Le Voy.
Service
All three of The Last Word Intimate Hotels have large rooms that are tastefully decorated, with a friendly, attentive team on hand to ensure every aspect of their service will result in guests feeling pampered.
“The standard of luxury that your establishment offers will determine the contentment of your guests. Our standards are to go beyond boutique and offer personalised service,” concludes Le Voy. All beverages are included in the rates, something that creates a sense of luxury treatment.
“With a philosophy to be as efficient as possible and to create memorable experiences for guests, it is usually the little, unexpected touches that make our guests feel extra special. The choice is endless at Fancourt, and no request is too much trouble, as every guest is a VIP when they come to stay,” says Peter Dros, Director of Sales and Marketing for Fancourt.
Satisfying diverse travel needs
Kobus Botha, Executive Director: Business Development for Travel Hub Africa, says luxury means providing customers with the luxury of satisfying diverse holiday and travel needs instantly. Their all-in-one-place database offers high-performance tourism and travel solutions to both the ‘haves’ and ‘have-nots’.
Versatility and adapting to clients’ needs is central to luxury travel, according to Nicole Quattro, Head of Sales and Marketing for Ilios Travel. She says that by providing unique experiences and ease of travel while still offering a holistic service, where everything can be organised and run by Ilios Travel, they are truly offering a luxury service by any of its clients’ standards.
It is crucial to understand the needs and requirements of clients, and to get a real feel for who they are and what image/desire they have regarding their journey, says Evelyn Patrick, Operations Manager for Snappy Coach Hire.
Time
Nik Lloyd-Roberts, Marketing Manager for Federal Airlines says: “For our segment, luxury can be best described in what we allow for – more time.” Time is probably one of the more underrated commodities for the luxury traveller, according to Lloyd-Roberts, who says that allowing a seamless, door-to-door air option for guests affords them exactly that – more time on safari.
Karin Murray, Marketing and Sales Head for Airlink, says providing reliable, convenient, scheduled flights to destinations is what she and her team deem as a standard of luxury.
Mozambique as a destination offers the luxury of open spaces, open beaches with privacy, versus the crowded commercial beaches of some destinations. “It gives the luxury of reconnecting with yourself and your surroundings,” addsAntoniazzi.
Coral Lodge offers guests all of this, and in addition pairs it with the opportunity to venture to Ilha de Mozambique (a Unesco World Heritage Site) on a slow-paced sailing dhow, to be transported back in time – even for just a day – and feel like you have visited something quite significant in history.
Travel Hub Africa also views time as a valuable commodity, as the company offers instantly bookable accommodation, transport, events, activities, products and services to the spectrum of consumers.
Understanding guests’ requirements
Understanding guests’ requirements, whether it is a specific type of catering on board the aircraft, a specific magazine or even matching the aircraft to their exact requirements, offers the high-end traveller a choice, says Lloyd-Roberts.
He continues: “Peace of mind and operational execution are other differentiators for luxury air travel. Federal Airlines offers our clientele one of the highest passenger liability insurances in the industry, together with one of the largest and most diverse fleet types.”
Evelyn Patrick, Operations Manager of Snappy Coach Hire, says luxury is about catering for each client’s needs, from reclining seats to coffee/tea stations.
Pricing is also a contributing factor for many clients. This could influence their choice of bus or optional extras on the bus, therefore it is all about making the client feel their money is well spent, says Patrick.
Variety
At Fancourt in George, Western Cape, luxury is all about the feeling of ‘space’ and having the time to enjoy facilities on the estate. Recognised for its luxury, healthy lifestyle and focus on golf, there is much else geared towards family-orientated fun, making this member of Luxury Hotels of The World worth consideration when exploring the Garden Route.
Guests can relax with indulgent treatments at the world-class spa or take trail runs in the nearby nature reserve, while the Kidz Club and Teen Lounge in the Leisure Centre on site ensures that the whole family enjoys their time at Fancourt.
