A recent report published by Unity Marketing entitled Forecast for Luxury Travel Through 2010: A Luxury Trend Report provides light at the end of the tunnel.  As many of our property managers and owners know, the luxury travel sector has been one of the categories slower to recover from the most recent recession.

Data collected by Unity Marketing shows spending on luxury travel was down 22 percent for the first 3 quarters of 2009 when compared to the same period in 2008. In plain-speak, luxury travel was slower going into the recession and is slower coming out as evidenced by the continued discounting and incentives offered by marquee hospitality brands and resort areas.

The report looked at both business and leisure travel. While the majority of our partners are “leisure oriented” we at The Society understand some of our partners are intrinsically tied to the business and corporate travel markets.

Concerning the business traveler, the report mentions “More business travel will be planned on reduced budgets”:

• 75% of business travelers expect to spend less or the same on business travel during the next 15 months; yet will be actually increasing the pace of business travel.
• Business travelers will be looking for “value” from the brands they patronize.
• Increased demand for budget and business-oriented hotels and dining options.
• Lower demand for luxury business hotels, dining and 1st class air.
• Deluxe and luxury hotels which catered to business travel must revise their messaging to attract the luxury pleasure travel market.

Concerning leisure travel, the picture is much brighter. In general when the affluent travel for personal pleasure, they are more likely to move up-scale into lodging considered 4-5 star.

While pricing has been the buzz-word for the past few quarters, as we climb out of the recession, increasing rates will not be on the immediate horizon. Most lodging entities reacted to the recession by driving down rates increasing supply while demand has remained static. The end result, an uphill climb to rates of the years pre-recession.

What we suggest our property managers and owners do:

1) Enhanced Differences: Competitive pricing while conducive to many bookings is complex, especially when pitching a vacation home rental. In reality you will not be able to compete apples-to-apples with the Ritz-Carlton down the street. Thus, we suggest “play up your differences” such as:

• Expansive accommodations versus multiple hotel rooms.
• Privacy and intimacy not available at a transient hotel.
• Value-oriented lodging opportunity.
• Private versus shared amenities.

2) Service: Luxury hoteliers who have slashed their rates have been trying to attract their core audience and what we refer to the “aspirationals” those who now have the opportunity to experience superior service and amenities at a discounted price-point. May we suggest:

• Have a concierge/consultant available before and during the clients visit.
• Work with local/regional vendors to provide value-added amenities.
• Make their visit memorable.

3) Promotions: cost-cutting is a downward spiral. As mentioned it will be years before rates return to pre-recession levels (we witnessed this post 1st Iraq War and post 9/11). May we suggest promotions that are memorable and cost-effective.  The reality is, many of the promotions will be LESS COST versus free nights or severe discounts. Some things to consider, be creative based on your locale:

• Free lift passes or children ski/ride free with a paying adult.
• Dinner provided by management company based on minimum night stay.
• Enhanced amenities package upon arrival.
• Gift certificates to local merchants.
• Subsidized luggage shipping.