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:
While Mexican lodging opportunities range from the 1-star dives to opulent waterfront vacation rental villas, airfare has always been a concern. However, with the H1N1 scare of last winter/spring and airlines looking to fill seats, airfare from the United States to Mexico is down 25% from last fall to $392 round trip. Our estate managers in Mexico have been most proactive concerning rates and enhanced opportunities for their deluxe and luxury vacation rentals.
On the Riviera Maya, our partners at Akumal Villas are offering discounts on new villa bookings from 5% to 35% on select villa rentals for 5+ nights (excluding Christmas and New Years).
On the Pacific Ocean, our partners at Lifestyle Villas are offering a 10% discount of Christmas and New Year’s stays if booked prior to October 31st (next week) Offer valid on new reservations only, must be booked through Lifestyle Villas. Discount on nightly rate, stays between Dec 19, 2009 and Jan 2, 2010, 7-night minimum stay required. Mention code: NOEL09
Are you looking to promote a specific vacation home property? Maybe offering specials including discounted rates or free nights? Do you need assistance in copywriting and distribution?
The Society is able to assist our clients with various marketing opportunities including but not limited to:
Copywriting for promotions, opportunities, brochure development, blogs.
Distribution to targeted audiences.
Special e-mail blasts to targeted market segments i.e. client-direct, travel agents, property managers, charitable organizations.
Press Releases and distribution
The above services are only offered to those affiliated with The Society. If you may be interested in discussing options to have your messaging reach a targeted audience ready, willing and able to book, please contact Mike McFadden at Mike@thesociety.com.
As mentioned in the Staycation blog, free nights are a most attractive inducement to booking a vacation. While free nights are a discount, it does not diminish set rates. We are aware many properties are reducing rates to attract clients. While we are not opposed to this practice, in the future when rates rise, there will be some resistance when clients remember the heavily discounted rates.
We suggest offering free nights as follows:
“Book 7 Nights, Pay for 5” or
“Extend your vacation, book 5 nights; stay two additional nights on us”
While still extending a discounted rate, you are still able to 1) retain posted rack rates, 2) avoid hours revising rate sheets and 3) provide guests a bonus by offering free nights.
Congratulations to our 3rd winner in The Society’s Vacation Giveaway, Delrina Mouser!
Delrina and her family are headed to Orlando, Florida for 5 free nights provided by our Luxe Alliance partner, Orlando All Star Vacation Homes. Also a $100 gift certificate towards shipping luggage was given compliments of the Luggage Club.
There are 7 more vacations to give away!! To register for the next giveaway go to http://TheSociety.com/giveaway
Ohio Resident Wins 5 Night Stay at Premier Orlando Vacation Rental
3rd Winner Announced - Seven (7) More Weeks of Vacation Available
Pataskala, OH (December 4, 2008) – The following week after Thanksgiving, TheSociety.com was proud to offer a free 5 night stay at one of the premier vacation rentals in Orlando to Ohio resident, Delrina Mouser. Delrina and her family will be enjoying the wonderful amenities of this spectacular home, a 5 bedroom estate provided by The Society’s Luxe Alliance partner All Star Vacation Homes.
Mouser discovered The Society’s SAVE THE AMERICAN VACATION promotion through her membership with Mom’s Central Consulting, and with a quick submission among thousands of entries, she entered and was selected the winner of this fantastic getaway.
Mouser expressed an admirable desire to share a trip with her husband and two children after a trying year including personal loss and a 7 year stint without a vacation. She will now be able to enjoy a relaxing getaway which she explains will definitely include visits with her children to Disney World and Universal Studios in Florida… Read More.
We are happy to announce the second winner in The Society’s Vacation Giveaway. Congratulations Jan Corbin!
Jan, her daughter, sisters and cousin will be headed to Keystone thanks in part to our property partner Summit Cove. Jan also receives a $500 gift certificate to ship her luggage to Keystone compliments of our newest preferred partner The Luggage Club.
Jan let us know she has experienced some extraordinarily difficult times the past number of years and is now prepared to, “…spend a few days reading a book, walking around seeing other sites, and reinvigorating myself”.
Florida Resident Wins Colorado Luxury Stay: The Society Celebrates Thanksgiving 2nd Winner Announced - Eight (8) More Weeks of Vacation Available
Titusville, FL (November 20, 2008) - This Thanksgiving, Florida resident, Jan Corbin, greets her holiday season with the excitement of being selected as winner of a 5-night luxury stay at The Lone Eagle resort in Keystone, CO.
Corbin had just signed on as a member of The Luggage Club when she noticed The Club’s sponsorship of The Society’s SAVE THE AMERICAN VACATION promotion.
She joined the cast of thousands to pen her personal 200-word narrative, “Why I Need A Vacation”. Judges admired Corbin’s determination to surmount personal loss, and choice to share a trip of a lifetime with her daughter and friends in Keystone, CO, provided by The Society’s Luxe Alliance partner Summit Cove Rentals … Read More.
We imagine Jan and her supportive group of girlfriends will have a wonderful, relaxing time in Keystone.
Thank you to all participants thus far. Out judging panel have a terribly difficult time each week checking all the entries and selecting just one winner. Remember however, there are 8 homes remaining!! If you have not yet registered do so now here. Our next drawing is on December 3rd, so get your submissions in to win the “Acadia Estate” in Kissimmee, Florida thanks to our Luxe Alliance member Orlando All Star Vacation Homes. This home is ideally located near Disney and perfect for that family getaway!!!
Our preferred partner, The Luggage Club, has stepped up again and is contributing a $100 gift certificate to the winner as well … imagine your luggage and goods waiting for you at your final destination, and enjoying hands-free travel!
A last minute package has been made available for those of you seeking a rare “spiritual awaking”.
What does that mean, you ask…?
Majestic Sedona, the premier rental property in Sedona is available from October 22nd - 26th for a last minute rate of just $3,000 for the week. On top of that, guests will receive unique access to attend “The Perfect Health” program hosted at the Sedona Rouge Hotel & Spa (normally reserved strictly for guests of the hotel).
This 5-day healing process presented by Chopra Center instructor and Ayurvedic practitioner Lorrie Lawrence is based on the global bestseller “Perfect Health”, by Deepak Chopra, M.D. The program has helped thousands of people across the globe identify the imbalances in their lives, learn how to correct them, learn powerful Ayurvedic practices designed to balance body and mind, enhance nutrition, reduce emotional turbulence and re-awaken the senses.
For just $2,865 per person, the all inclusive package includes:
Complete meal package. All of your meals for the 5 days are consciously prepared and are recommended Ayurvedic menus which your practitioner has planned with our chef.
Daily morning instructed yoga for all levels, guided Meditation, and evening guided sunset meditations on our Observation Terrace.
Daily Pancha Karma Wellness and Spa treatments by trained therapists. Pancha Karma is a complete detox program consisting of 8 treatments that will purify, eliminate toxins and rejuvenate your system. This part of the program is pre-screened and designed by our Ayurvedic Practitioner for you, including any exams or follow up consultations that may be necessary.
Daily lessons and workshops with instruction in understanding the ancient and powerful principles of Ayurveda, accessing your inner pharmacy, nutritional guidance for your mind-body constitution, stress releasing practices, effective and compassionate communication techniques, and a complete program that you can take home to effortlessly implement into your life.
Guided Prana-inducing ceremony on the land creating Sacred Spaces.
To complete your Majestic Sedona experience, guests will be provided two tickets to enjoy a guided tour of the darkest night sky at Boynton Canyon. This famed stargazing venue, a $120 value, is yours at no extra cost.
Enjoy a week of bliss in Sedona. Hurry to book Majestic Sedona the week of October 22nd and experience “Perfect Health” forever.
With the DNC arriving in Denver in a few weeks, just a quick reminder to all of you Colorado residents to take advantage of our promotion and book your vacation home today! Thanks to News2 in Denver, specifically Gina Selby and Vida Urbonas for permitting us to promote our deal on thier morning show! As a reminder, we’re offering a 10% discount and a $50 gas card for those who book a home through The Society and stay between August 21 and 28th with our participating Colorado property managers. Register today and book to escape the crowds!
A few days ago we posted about our promotion for Colorado residents looking to escape during the Democratic National Convention. We sent out a news release and even polled a few locals to get their thoughts on the effects the convention would have on their commutes, leisure time and lives in general.
The folks over at 9News in Denver sent their always entertaining, mountain reporter Matt Renoux to Vail to meet with Mike McFadden of The Society and Mike Connolly at Peak Properties Inc to get some details. The piece aired on the 5 o’clock broadcast.
Additionally, the very cordiall Scott Miller of the Vail Daily wrote a great article for us including some nice quotes from another of our local property manager partners Prudential Colorado Vail. Jon Eskin provided some excellent support comments.
Finally, we had a write-up in Denver’s Rocky Mountain News that features the detilas of the promo. Thanks to all the editors and reporters for the press coverage!
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