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The luxury traveler in the new digital world

January 13, 2012 |

According Four Seasons Hotels' latest Luxury Trend Report, luxury consumers embrace digital media on a larger scale, luxury travel brands that do not commit to a holistic digital media strategy will not survive; it is no longer a nice-to-have but an essential pillar of branding and marketing.

For the development of its new website, Four Seasons held focus groups globally to better understand guest and travel partner needs. This insight informed the content of the inaugural issue of the 2012 Four Seasons Luxury Trend Report. The first issue, The Luxury Consumer in the New Digital World: Then & Now, is now available online.

"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 Helstab. "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 in ways that are changing the face of travel. Some of the insights from the report include:

- 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. Seventy-eight percent of the affluent participate in social networking sites, with more than half using social media to connect with a brand. Four Seasons brings digital media to the forefront of marketing efforts to suit the ways guests communicate.

- 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.

- 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.

"As luxury consumers embrace digital media on a larger scale, luxury brands that do not commit to a holistic digital media strategy will not survive; it is no longer a nice-to-have but an essential pillar of branding and marketing," concludes Susan Helstab.

Download the full report "2012 Four Seasons Luxury Trend Report: The Luxury Consumer in the New Digital World: Then and Now." (PDF 4.4 MB)

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