Luxury markets – customer needs and how they are satisfied by product, marketing and distribution innovation;

There are few locations on this planet where luxury has more influence on personal well-being, like in an airplane. Who has ever tried to sleep in a full eco will agree to this. Luxury is not always champagne and a Bentley at the front door. Already a comfortable aircraft seat can be enjoyed as a luxury. Over this the luxury tourism panel at ITB 2014 at least agreed.

"The luxury stands before a break", Kevin Keniston from Airbus said. "Travel evolved from a supply-oriented class to the need for example-oriented – a part of the cabin serves relaxation does illustrate this, while another is based on technology or business." so Keniston. This is still pie in the sky and will only establish itself in the next few decades.

However, Airbus company now efforts to improve the comfort for all booking classes. The new A350XWB (eXtra wide body) was the first aircraft that has the idea of comfort on his behalf. The design is based on the success of the A 380. The A350XWB interior design will be influenced by strong light architecture. Cabin air will be replaced in less than 3 minutes. The attention is focussing on HD for all and especially wide seats. The seat for the long haul will be 18"(inch) wide, 1'' longer than that of the competitor.

Luxury can exist in a wider seat

"Luxury travel shall be accessible for all. As a manufacturer we must guarantee personal space and at the same time provide options for expansion", said the aeronautical manager. Here, he set a side blow to the competition, which are available on the long haul to 1 inch closer seats. "1 inch, 2.4 cm. That sounds like nothing; but: at longer distances sleep is so important." Studies have shown that the spread of 1" increases the sleeping possibilities by 50%. Kenniston is responsible for comfort at Airbus.

"It makes sense to waive some extras in the flight, as long the seats fit." A luxury audience public survey connected to the lecture. A large majority of those present agreed with the statement that luxury have changed greatly over the past. All tourism businesses can benefit from it. On the other hand, the audience was divided on the question of whether only a few players in the luxury sector can work or whether the luxury sector for many players is important.

In the following panel luxury and luxury travellers even more were on the topic. Dorothea Hohn of Pangaea Network pr agency conshared the knowledge of a study of her Institute to the luxury traveller. Who in general is luxury traveller, how does he behave, and what are his preferred destinations? "The typical luxury traveller is between 34 and 55 years old. The rumor that luxury travellers are old cannot be acknowledged. There is rather a large group of luxury travellers in the late 30s", Hohn explained.

Internet has become the most important information channel for them as well. Its reputation is extremely important."Hearsay is never more sufficient, but review portals like TripAdvsior have become very important." Besides is should be envisioned that despite the trend towards individualisation surprisingly 70% of luxury travellers book packages.

MPS Puri by NIRA hotels & resords, an experienced manager in the luxury market pointed on the changes in the luxury travel market. "Previously, people travelled for longer – tourism in the old days meant they spent one summer holiday in St. Moritz." Today everything goes much faster. Tourists are frequently taking shorter trips." Whereas travellers from the emerging markets do have other claims. "Ethnicity is very much important. You must prepare for the guests individually, this is becoming increasingly important."

Edited value

On the question of the presenter Astrid Oberhummer from pr agency Lobster Experience if luxury tourism is a homogenous market, Dorthea Hohn replied: "There is a wide range of needs. Luxury can mean for one person, just to be left alone, have as much peace as possible and switch the phone off. For others it is champagne and the private pool."

At the same time, she tried to take the audience's fear away that the luxury market only feeds a few providers: "Nobody has to be afraid of the luxury traveller. Ultimately, he is also a man who is looking for a good deal. And he is someone who searches intensely for edited value. Everyone must seek ways to offer something that is specifically. Then it will be interesting also for luxury travellers."

Being a "Host"

Puri from Nira Hotels & Resorts did answer the audience' question, how people in the Luxsindustire could be stimulated. "It is about to be a host – or in German -"Gastgeber".. There are 5 important stakeholders in this field. Guest, staff, supplyers, owners and the media. All of these key stakeholders dictated how the hotel will be managed.

"The hotelier has to be a"Host"and mentor for the staff. He must be able to attract younger guests." At the same time speed is becoming increasingly important. Due to the investor's rising profit demands, but as well due toe the media, that want to aggregate new stories.

Besides the demands of guests have changed: "Wants to get the important positive reviews, you must stand in immediately to the changing demands. Right now, wellness and spa for example are more important than the food, you must take this into account!"

The Panel showed two hot aspects: Ultimately, luxury can be understood in a quite different ways and "normal" travellers can perceive things as a luxury and demand. Also, the demands on luxury change faster and faster.

This is strictly an exclusive feature, reprints of this article in any shape or form without prior written approval from 4Hoteliers.com is not permitted.

Roland Wildberg is Travel Writer and Correspondent based in Berlin, Germany. He started as an Editor for the National daily 'Die Welt' (tourism section), later on switched to a freelanced career and nowadays mainly publishes on the Web. Observing the hospitality industry has always fascinated him as it looks like the perfect combination of sleeping and writing – work-live-balance at its best.