Google on the psychology of luxury travel

An in-depth look on how luxury travel brands generate qualified leads and direct bookings via scalable luxury personas

The average consumer seeks out the best deal possible. The premium consumer is willing to pay a little bit more for extra value - but there is a limit where higher prices result in diminishing returns. Luxury is about a personalized one-of-a-kind experience where monetary value is priceless. So when price and value are no object, what do marketers have left to “sell”? It’s all about inspiration.

Key takeaways

• Luxury purchases are rooted in emotion. For some, it’s about having time to spend with their loved ones. For others, it’s about pursuing a lifelong passion;
• The way to go about this is to apply the luxury consumer persona to everything they do. Like with any demographic, luxury shoppers require a dedicated approach to drive the consumer from consideration to purchase;
• A good place to start is to get a solid understanding of the customer from key decision-makers within the brand. Work with sales, marketing, and management teams to develop the brand’s unique luxury persona.

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