The new travel frontier

There is a kind of cliché that threatens to cage the definition of luxury tourism in a sphere of aristocratic marginality and, therefore, in a praxis of unattainable access. Assuming a plausible explanation is allowed for what is meant by talking about luxury tourism. Certainly: the provision of superior services and products in a convenient and engaging way, characterized by exclusivity. Travelers with hard-to-satisfy expectations and needs always choose the destination first and then focus on what kinds of resorts or boutique hotels the location has to offer, basically meeting the prerequisites for a luxury vacation: affordability, value for money, privacy and exclusivity, and a desire for relaxation and comfort. Luxury tourism includes the idea of the unexplored and unattainable.?

The new personalization

However, the personalization factor, which forms a huge factor in the decision process of?establishing the uniqueness of the proposition, is changing with the times. Personalization has become a key factor in luxury travel. European long-haul luxury travelers generally seek a combination of relaxation and entertainment, create their own unique vacation, and require flexible itineraries to get the most out of it. Some are familiar with luxury in their daily lives, while others save for a special vacation. Regardless of their background, they love the customization that gives them the feeling that their experience is customized to their own preferences "made for me".

Especially after the pandemic, new needs for inner fulfillment have emerged from travelers who are now seeking experiences with higher emotional temperature. Today, The luxury tourist does not only go in search of suggestive places and sensations that are in any case far removed from everyday ordinariness, but in the new priority stability in Covid time expresses a demand for security that takes him away from large crowds and together to enjoy the beauty of an area.?

The development of luxury tourism appears critical to a return to growth and will likely be the first sector of the tourism industry to return to its past levels in Italy. High-end travelers want to return to travel and take advantage of the world's beauty, especially in Italy. They will be the first to do so, precisely because they can afford higher standards of comfort and safety.?

The opportunity for Italy

Probably in these reasons lies the explanation for the figures and percentages that make it clear that this is a sector whose viability is growing. According to Enit, luxury tourism produces 15 percent of the total turnover of the hotel sector and 25 percent of total tourist spending, direct and indirect. The so-called high-end tourists who land in Italy spend about 25 billion euros here, 7 billion euros on accommodation, 2 billion euros on dining, and 14 billion euros on visits, tours, and shopping: comparing the behavior of high-end tourists compared to average tourists, it is ascertained that dining, visits, tours, and shopping account for 72% of their spending, compared to 58% for average tourists

While 2022 is reported as the year when Italy will be the preferred destination for these flows, by 2025 the luxury clientele in Italy will reach 450 million compared to 390 million in 2019, mainly due to the growth of the middle class especially in Asia. Europe is confirmed as the key market for luxury tourism, as Europeans increasingly choose experiences rather than products, handing over to tour operators the offer of high levels of service, accommodation and food. By being able to combine this with offering unforgettable experiences and perhaps with a personalized touch, there are great opportunities in the luxury tourism market from Europe.

Italy remains the most attractive country. "Italy is a destination that can also meet the needs of luxury tourism, which has lost none of its appeal. - commented Enit president Giorgio Palmucci - About 45 percent of high-end travelers have come to Italy at least once in the last five years and about 13 percent have come at least four times in the last five years. In terms of travel experience, Italy is the top destination for high-end travelers, who mainly come for art, culture, food and drink according to surveys developed by Altagamma with the collaboration of Enit, Bain & Company, Boston Consulting Group and Global Blue."

Italy is considered the ideal destination for higher-income customers, families, honeymooners and the growing number of representatives of the millennial generation. These now make up 20 percent of international tourists, the emerging tip in this recovery phase with new desires and expectations that lead to sharing their experiences through social networks. For these reasons, in 2025 GlobalData's forecast indicates that luxury travel will grow faster than budget tourism. According to the company, 29 percent of respondents in a live survey said their travel budgets are much or slightly higher than they were before the pandemic. In addition, in the U.S., total luxury hotel revenue for leisure travelers increased 147 percent year over year in 2021. Ralph Hollister, a travel and tourism analyst at GlobalData, saw this figure as a significantly higher percentage increase when compared to U.S. budget hotels, which saw a 42 percent year-over-year increase in revenue.

The services for the ultra-luxury

These figures make luxury tourism an essential element of any economic recovery strategy, also and especially of Italy, with a significant impact on businesses operating in the hospitality industry, helping - last but not least - to promote the country's regional and cultural heritage.

?It is the top tier in the world of luxury travel, something Virtuoso calls "ultra-luxury," which is growing in popularity. "'Ultraluxury,' Belles added, is more easily defined as 'exclusive use': private transportation, accommodations and more." Victoria Boomgarden, president of Elan Travel in Naperville, says ultra-luxury travel has been the focus of her career for more than 40 years in the industry. But interest in transportation and private stays has "just boomed," she pointed out. It is more convenient and, in the case of a pandemic, more controllable. Customers are also motivated to get out into the world. Even those who were more budget-conscious before the pandemic are spending more on major trips. Virtuoso tapped into its community of ultra-luxury specialists to find out what was going on. According to a survey of consultants, 76 percent of respondents who specialize in luxury excursions saw an increased interest in private and unique experiences. Most respondents said their clients spend an average of $25,000 to $50,000 on ultra-luxury trips. For 26 percent, clients spend more than $100 thousand per trip.

Traditionally, luxury travelers seek the best and most glamorous travel experiences. They want to live life to the fullest and indulge in luxury. Travelers in this segment often like to travel with family or friends. For them, sharing their luxury experiences on social media is very important. They consult luxury influencers to enhance their travels. They travel for a special occasion, such as a honeymoon, a marriage proposal or a mother-daughter trip, generally looking for "wow factor," mind-blowing and disorienting experiences. They are also willing to compromise on comfort if it means getting an incredible travel experience, such as staying in a wilderness camp with basic standards to going on an independent guided safari.

They appreciate originality, authentically and exclusivity. However, they still necessarily need facilities and services that can provide answers to their questions. This is the new challenge to contend with.