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30 September 2017 0 comments , Hotels, luxury hotels in Italy

Well 7.3 billion euros: this is the turnover expected in 2017 of the market of luxury stays and travels. A remarkable figure with a 7% increase over 2016.

The data, which photographs Paperoni's tourism around the world, is of particular interest to Italy, where the so-called Luxury travel represents 12.2% of the flows.


Over 3 thousand euros for an exciting week-end and unique stay

A percentage that reaches 30% if only foreign tourists are considered.
These are the data of a study conducted by two researchers at Bocconi University, which was presented in April 2017, the International Tourism Exchange.
The subjectivity associated with this vision of luxury poses new challenges to the receptive tour operators in the industry.
Challenges linked to the exclusivity and personalization of the service, but above all to market segmentation and the definition of a potential demand basin.
To be able to understand the motivations of the luxury traveler, it will not only offer them an increasingly customized product / service (hence the most added value), but to understand what will be going on in a few years the market as a whole and to provide a 'adequate offer.
To give an idea of ​​the potential of the industry, just think that people in the world who have a wealth of at least one million dollars, excluding the property, are almost 14 million. But billionaires, or those who exceed $ 1 billion, are 2,100.
Super Rich on the other hand travel so much and do not care at all costs.
In 2016 the average spending was 3265 euros per trip / person.

Who are the luxury travelers?

It is the actual consumer behavior, not socio-demographic criteria, to define who the luxury traveler is.
Although Bluxury (business travel to which a luxury component is added) is increasingly widespread, it is largely leisure (74%).
This is how tourists interested in tours, short breaks in urban destinations, sea and cruises, and luxury hotels are defined.
They come mainly from the United States, China, Japan, Canada and Australia (Europe: UK, France and Germany).
However, emerging markets are showing higher growth: China + 12.2%, India + 12.8%, Russia + 9%, Gulf countries + 4.5%.
What they share is the search for experiences, intended as access to something unique, for a few "money-can't-buy experience" and innovative ones.
All characterized by high levels of quality and personalization, that give rise to emotions and stories to share.
It is estimated that on a global scale, experiences represent 55% of the expenditure for the luxury segment (Lux Redux).
These are related to food and wine, art (mostly understood as contemporary), wellness-fitness and extreme sports, shopping.
It can be said that it is the whole trip to experience.
It begins with the digital experience at the booking stage (the internet is the first source of information as well as booking channel for luxury hotels and luxury travelers). It then continues with the air transport and the stay in a charming hotel (more and more immersed in fabric and local culture).
Finally, all ends with the return home at the end of the stay or the trip with the sharing of one's own life.