The ILTM Asia networking event for exhibitors, buyers and media was recently held at the Portman Ritz-Carlton where ILTM Asia's Marketing Manager, Simon Mayle, took part in a wide ranging interview spanning new trends in the luxury travel industry, to the astounding growth of the event, to the changing needs of luxury travelers.
This year promises to be record-breaking for buyers and exhibitors alike; Mayle announced, "We have locked in 415 exhibitors, up from 365 or 14% increase over last year; and whereas before most of the participants were Asia/Pacific-centric, this year we are seeing participants from the far reaches of the globe-Argentina, Peru and Brazil from South America alone. We also have exhibitors from Europe and Africa. The expansion of exhibitors reflects the rapid expansion of new territories eager to capitalize upon the increased demand by Chinese travelers seeking outbound luxury travel. Another new highlight is that the event is attracting buyers from all over China-not just Shanghai and Beijing."
Mayle has revamped the speaker forums to exchange information about the unique needs of the Chinese luxury traveler-for example, there will be sessions covering what Chinese travelers are spending their money on (e.g., accommodations, food, shopping, culture, etc.); Chinese family travel; Chinese cultural and lifestyle issues when travelling.
As for emerging trends Mayle added, "The most important new concept of luxury travel in 2012 is that, where before most people would "fly and flop" - i.e. find a resort and lie on some beach, now people want to get more out of their travel experience-they want to learn-discover-achieve something, whether it be rejuvenation in an underwater spa, night fishing, or cage diving with Great White Sharks - all one of a kind, life changing, memorable experiences."
Yes, but what in fact do people mean when they refer to "luxury travel"? In truth, Mayle surmises that the term is not easily definable and is really in the eye of the beholder. It can be something minor that makes all the difference, such as a hotel anticipating a guest's needs by making sure six bottled waters are on hand when they notice the three bottles are empty, to a plate of cheese delivered in place of fruit when a guest happens to mention his "guilty pleasure"-and, most important-to never use the word "no" when it comes to handling a guest's request-no matter how strange or unique.
Destinations are also changing. Luxury travelers will undertake treks to Papua New Guinea, Sri Lanka and the frozen tundra of Lapland just to experience a place that few people ever go to. They are seeking not just a vacation but a sense of discovery and amazement.
As the event grows by leaps and bounds, ILTM Asia still meticulously conducts due diligence before accepting any buyer. Buyers have to supply references to assure event staff they are a regular buyer of luxury travel inn multiple markets. Thereafter, feedback is received to make sure that invitees deserve an encore the following year.
Many luxury travelers are tempted to use online sites to book their trips, thinking that they can get better rates, but Mayle gave a cautionary response defending the worth of the traditional travel agent. "If you were seeking the best resort in Bali, would you go up to a stranger in a subway, or call upon a person who knows you and your tastes and can assure you get personalized attention? The fact is agents online and "in person" have access to the same deals and promotions. Also, what if you get stuck? Would you rather speak to a stranger on some customer service call line in India or to your agent who you can reach directly? The answer seems obvious."
Finally, ILTM Asia has gone the route of social networks to communicate with their various constituencies - buyers, sellers and media alike. They have thousands of followers on Twitter and Facebook; and they have launched an online magazine.
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