Posts by: OgilvyRED

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OgilvyRED

OgilvyRED is a strategic consulting partner for businesses who want to transform, innovate and grow through digital. Our focus is Digital Transformation, Marketing Transformation, Brand Transformation and Growth, leveraging core domains which include Business, Brand, Customer Experience, Influence, Commerce, Martech and Data expertise.

6 Tips for Brands Targeting Asia Pacific Millionaires

OgilvyREDby OgilvyRED

In Consumer Trends, Travel Markets.

6 Tips for Brands Targeting Asia Pacific Millionaires

Asia Pacific is home to the highest number of super rich people in the world.

With China leading the way and noticeable gains in India and Hong Kong, the region has outranked North America for the past few years. Over 784 billionaires alone now reside in Asia Pacific, it’s no wonder the region’s affluent are a group no luxury brand can afford to ignore. But it’s not all about fancy foreign cars and marble swimming pools, the Asia Pacific millionaire is a discerning traveller, and here’s how you can attract them.

1. Invest in the Guest

Invest in the entire guest experience ecosystem…starting with the guest. Millennial and Generation X luxury travellers are digital natives and always connected. Their favourite devices, apps and services influence them every day and affect how they value brands, products and services.

Success comes from tracking how emerging technology trends influences traveller behaviour.

2. Engage with Social Media

Turn luxury travellers into fans. In the same way that traditional marketing has been replaced with content marketing, social media is best used when it is not selling but connecting. Engage travellers with insights and tips as well as by being helpful with your knowledge.

Success comes from connecting with travellers, not selling to them.

3. Leverage Automation

Devices like Google Home and Amazon Echo are flooding households worldwide. It’s no surprise therefore that the luxury traveller will soon expect these automation systems in their hotel room. Automation in geolocation, room service, and transport systems to improve the traveller experience are key.

Success comes from making logistics and service delivery easier.

4. Do Not Sell Deals

It is extremely difficult to beat deals on the internet these days, and will be even tougher in the future. Attitudes have moved from starting from the basis of price to treating price as the cost of falling in love with an experience. This is where your platforms and promotional messaging should focus.

Success comes from focusing on personalised services and experiences.

5. Be Responsive and Reachable

In a global world, the traditional 9 to 5 has become obsolete. Remember, alternatives are only a click away. Ensure that you are extremely responsive through voice, email, and social media at all times of the day. Advice needs to be immediate, transactions need to be seamless, and services need to be 24/7.

Success comes from being a 24/7/365 business.

6. Curate Unique Experiences and Access

We’ve all seen the experiential, transformational and now wellbeing travel trends. By now, we know luxury travel is about experiences and how they impact the person. So how can you take this further? The more you can give travellers access to special events or people, the more differentiated you are.

Success comes from offering exclusivity.

Exhibitors can meet the luxury travel advisors and designers representing these travellers face to face at ILTM Asia Pacific in Singapore, 27 – 30 May 2019.

For more information on engaging the new generation of Asia Pacific luxury traveller, download our free report: Luxury Travel, But Not As We Know It.

Free Report: Luxury Travel, but Not as We Know It

OgilvyREDby OgilvyRED

In Consumer Trends, Resources.

Free Report: Luxury Travel, but Not as We Know It

The typical definition of luxury is that it is an indulgence rather than a necessity. However, in Asia as is the trend globally, luxury travel is no longer about conspicuously high prices and conventional badge value; it is evolving and we must therefore redefine luxury in new terms for a new generation of traveller.

This generation eschews the elaborate and ornate and looks for more specialised, intimate experiences. They are discerning travellers who not only like things to look good, but to feel good. Understated, gilt-free and guilt-free luxury, together with personalised experiences, have become the cornerstone of the luxury travel market.

Nowadays this market is defined through the combination of the richness and uniqueness of the travel experience itself, not just the hotel brand or the flight class. Accordingly, this experience must also deliver a level of social bragging rights that allows travellers to express their individuality. It needs to be aspirational, enviable – and, above all, Instagrammable.

In this report, OgilvyRED and ILTM look at the trends and shifts that support this view and you will see that:

  • Growth is not all about China; there is an exponential rise from Southeast Asia that comes with very different expectations.
  • The ‘Luxury Market’ blurs lines between mass and affordable luxury and between travel types, with categories like business and leisure overlapping more than ever before.
  • A generation of affluent travellers who will fuel future category growth are coming of age. These travellers bring very different demands, needs and expectations.

Download the report below to build action plans from both a luxury travel brand and a luxury travel agency perspective.

Download the report here

 

 

 

 

 

 

 

Looking for similar reports? Check out Engaging the Asia Pacific Millionaire Traveller brought to you by Agility Research & Strategy and ILTM.