Distinctiveness becomes a success factor
The pandemic has brought about lasting changes to holidaymakers’ travel behaviour
Hotel concepts are evolving, as the requirements for holiday travel have also changed significantly as a result of the coronavirus crisis. For travellers today, luxury means safety, exclusivity and uniqueness – innovative approaches and revised offerings were discussed at this year’s ITB.
Traditional accommodation options are taking a back seat to bespoke concepts offering unique experiences. One example: A secluded lighthouse as a modern hotel concept meets customers’ demands for exclusivity and also offers a special experience. But a modern luxury holiday in times of the pandemic should be one thing above all else: safe! After all, the risk of being restricted whilst travelling due to a positive test significantly influences the decision to travel. To ensure a safe trip, customers are even willing to spend more money.
Holiday properties set against stunning natural backdrops are sought-after destinations, as those seeking relaxation – particularly city dwellers – prefer retreats in quieter locations. Holiday resorts are usually situated in the most beautiful places in the world. They boast a prime location, facilities tailored to the holidaymaker demographic, and a consistent interior design concept. They are no longer used solely for personal enjoyment, but are also let out as a lucrative investment. A new trend is the resort or operator concept, which ensures the quality of the property and guarantees year-round occupancy through season-independent offerings.
And those who prefer something unique can benefit from the design of modern property developments. Design concepts tailored to specific target groups, a varied range of nature-based leisure activities, and the resort’s own infrastructure and services complement the individual experiences and define the kind of luxury that is sought after today.
You can find more information about this year’s ITB here.
Published on 6 April 2022
