Advisor Speak: Travel Advisors Talk Luxury Travel

Travel Advisors Talk Luxury TravelBy Lydia GregoryIf you look at the dictionary, the first definition of luxury you’ll likely find is something along the lines of “the state of great comfort and extravagant living.” And while that may be the definition for some, in travel it’s a notion that has been evolving for years—it’s become more progressive, embracing experiences, sustainability and immersion. Whether you’re new to the segment or not, it’s always worth checking in with colleagues for their take on how best to sell a luxury vacation. Travel Should Tell a StoryWhen we spoke with Karen Krugliak, owner of Brit Olom Tours, Inc., she was preparing to embark on a Peruvian Amazon River cruise with Jungle Experiences on The Zafiro Experience. With only 19 suites, every amenity and service, and a deep commitment to the environment, this trip fit squarely into the “new luxury.” Recommend Standard Image Template “Luxury used to be the top suite at the Ritz Hotel with butler service and caviar,” says Krugliak. “That was luxury, right? Luxury now means so many different things, including sailing on a small river ship in the Amazon, or on a yacht around the islands in Croatia. Or it could mean walking on the ice and viewing penguins in Antarctica, or seeing the polar bears up in the Arctic. And what I would recommend to agents when you’re dealing in the luxury market is first of all know who you’re talking to. You don’t want to offer an Antarctica expedition to someone that might be into history and culture and just want a chauffeur drive around Europe or a river cruise.” Also important for Krugliak is to experience the different destinations or become knowledgeable about them. To this end, she and her co-owner husband not only travel extensively (“that’s why I’m going to the Amazon”), they also attend educational conferences, seminars and webinars. “There are so many ways to speak luxury nowadays,” she says, “and people want to really explore and be immersed in the cultures and the experiences. That word ‘immerse’ is really big right now.” Travelers also want to give back to communities and “be environmentally conscious. All of these things are important now, especially to younger travelers. People now are more tuned in. It’s not only, ‘Hey, I need a vacation’ or ‘I’m going to x, y, z place.’ They want to come back with a story. They want to come back with ‘I learned, I grew, I experienced.’ And also ‘I was able to have a personal experience with the shaman of the village’ or ‘I went on a home-hosted dinner where I ate the cuisine of that country.’” Finally and especially when you’re dealing with luxury clients: “You have to be responsive. They like to know that you’re there.” Favorite destinations? “That’s very hard to pin down! I do love Israel, I love Tahiti and I love South Africa.”Personalization is EverythingRecommend Standard Image Template-1682948017“I find that it’s best to relate to the people you’re selling to and to use common knowledge from past experiences to help them feel comfortable,” says Jenny Westermann, owner of Sanders Travel. Personalization has, in fact, become a key component of luxury travel—expectations are sky-high when it comes to big-ticket items, with demanding clients not only expecting custom-tailored itineraries but also curated experiences and bespoke accommodations. Like Krugliak, Westermann also relies on her own in-depth knowledge of destinations and experiences. “Having personal knowledge of what you’re selling is essential and helps gain the trust of your clients,” she says. And, she adds, having “personal relationships with vendors and clients is key to a smooth transition and setting expectations for all parties involved is crucial.” Her favorite destination? “My favorite destination today is the Costa Brava region north of Barcelona,” says Westermann. “It’s filled with locals, the scenery is beautiful and Americans tend to not know as much about it. You get the French Riviera without the crowds.”

SEABOURN COVERSEABOURN IFCCOVEREXPLORA JOURNEYSPALLADIUM HOTEL GROUPTable of ContentsTURKISH AIRLINESEditor's NotesSANDALSATLAS OCEAN VOYAGESIndustry Insights: The Cruise Industry Sails Forward into a Very Bright FutureREGENT SEVEN SEAS CRUISESAdvisor Speak: Travel Advisors Talk Luxury TravelHILTON HOTELSCaribbean/Mexico: What's New, What's LuxeCruise Happenings—New Luxe Ships, New Itineraries to MatchOnboard Review: A Marvel-ous Cruise on Disney DreamOnsite Review: W Fort LauderdaleNorth America: Alaska Railroad—New Packages, FAM OpportunitiesEDU.RECOMMENDSEABOURN IBCSEABOURN BC