Do you mean there is a recession on the horizon?
The world’s luxury travel sector gathered in large numbers this week in Cannes, France, for the International Luxury Travel Market (or ILTM) conference.
From the packed floors of the Palais des Festivals et des Cannes conference venue, you wouldn’t know that the global economy is in shambles.
Representatives of brands like Aman and Belmond, as well as all the ultra-luxury offerings from Hilton, Marriott, Hyatt, Accor and IHG Hotels & Resorts, touted a promising future for the top floor of the property. hotel stratosphere.
Several themes were evident from this week’s list of presentations and meetings about the future of luxury travel. Check out the latest from Cannes.
Sustainable moments
The luxury travel sector isn’t often known for being Mother Nature’s best friend. After all, a premium seat on an airplane means higher emissions per person in that higher-end cabin.
However, every major luxury hotel operator who took to the press stage at ILTM this week showcased their various sustainability practices.
Six Senses, one of IHG Hotels & Resorts’ ultra-luxury brands, is known for its emphasis on sustainability. This is evident in everything from using local ingredients to getting rid of small bottles of shampoo and body wash (and it was one of the first brands to do so).
Six Senses was ahead in sustainability efforts even before IHG acquired it. Now, even global giants like Accor are moving to phase out single-use plastic at their luxury hotels.
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Elegant youthful look
Talking about IHG, its representatives gave an interesting statistic about the rapidly changing demographics in the filling of ultra-luxury hotels.
Tom Rowntree, IHG’s vice president of global luxury brands, said that by 2025, 61% of luxury consumers will include Millennials and Generation Zers. That could also explain why so many hotel companies are rushing to show how sustainable they are. Polls show Younger generations are often more interested in climate activism.
“What we are seeing is a democratization of buying behavior in families as parents consult their children and children [are] Rowntree said.
Optimism in the face of uncertainty
It seems like every day there’s a new round of layoffs at major companies around the world, but it’s hard to find any tension in the halls.
Attendees included brands like Cheval Blanc (a room at a Paris hotel on Friday night starts at $2,000). However, it doesn’t sound like blind optimism.
A report by American Express and Altiant released at the conference found that nearly 60% of affluent travelers plan to spend more on travel by 2023. Only 10% said they plan to reduce travel spending .
Watch your back, Hilton and Marriott
Marriott International and Hilton, the world’s largest hotel companies, both tout the upcoming development of their luxury brands Edition and Waldorf Astoria.
However, some of the more interesting moves come from other global powers like IHG and Accor. IHG focuses much of its luxury growth story on brands such as Six Senses and Regent, which stand above the company’s historic luxury brand, InterContinental.
Accor’s growth strategy revolves around brands like Fairmont, Sofitel and Raffles, as well as lifestyle concepts under the Ennismore banner – featuring brands like Gleneagles and The Hoxton.
Is there enough to make people give up on them Marriott Bonvoy or Hilton title Instant account? Probably not, but these are formidable players that are rapidly growing, worth considering the next time you book a premium vacation.
Smaller, independent and like it that way
Points and miles enthusiasts, like many of us, will likely stick with luxury brands in the network of a corresponding loyalty program. Still, it’s surprising to see how many of the smaller collections out there are fine with the remaining smaller players firmly in the luxury sector.
The Dorchester Collection — owner of hotels like the Hôtel Plaza Athénée in Paris, The Dorchester in London and The Beverly Hills Hotel in Los Angeles — has nine properties opening around the world, with openings planned for the future. in Dubai and Tokyo.
Cheval Blanc operates five hotels. Belmond, one of the larger brands of smaller players, has 35 hotels and some luxury trains like the Venice Simplon Orient Express.
None of the leaders of these brands seem particularly bothered by the fact that they are not connected to larger brand networks like Marriott or Hyatt.
Aman continues to rise
There’s a lot of mystery to the ultra-luxury and extremely expensive Aman Resort. However, a lot is happening at the company outside recently opened in New York City.
The company has a plan to hit the market Janu brand more affordable next year in Tokyo. In addition, there are non-hospitality concepts in the works, such as the line of effective skin care products. The idea behind that is that you can feel the Aman vibe right in your own home (plus Aman sells things like candles and perfume).
According to Harriet Rowlinson, Aman’s director of global marketing, the company is even exploring a loyalty incentive program. However, don’t get too excited by the idea of accumulating Aman points. Rowlinson suggests that whatever the outcome might be, it’s more inclined towards experiential rewards.
Rise of the regent
There has been a small debate in the hotel orbit about IHG’s Regent Roadmap in recent years since acquiring the brand in 2018.
Some wonder how it can go global beyond a strong brand identity in Asia (although there are Regent hotels in Berlin and southwestern Montenegro). IHG pushed the brand forward this week by announcing plans to reopen Carlton Cannes next year, formerly InterContinental, as a Manager. IHG is making a similar transition from InterContinental to Regent in Hong Kong.
I did a tour of the Regent site in Cannes earlier today, and although I’m not allowed to photograph what’s going on, I have to say: This will be a staple in the luxury travel space important.
The careful attention to detail in restoring the original Belle Époque design to modern glory — coupled with the overhaul of the parking lot into a lush backyard garden with a year-round pool — will make Carlton Cannes, a Regent hotel, becomes a must-see in the South of France.
However, it is also an indication that the broader Regent brand will be an important asset for IHG in attracting luxury travellers. What does it do that Six Senses doesn’t? Think of Regent as the luxury brand that is coming to much larger hotels.
“It’s luxury at scale,” said Jane Mackie, senior vice president of global marketing for luxury brands at IHG. “Six Senses has a very sustainability-focused design [and] a little more minimalistic. With Regent, we have what we call unexpected harmony, some design surprises and we always say that hotel design should be 10% decadent.”
All on board
The star of the whole conference was a train car from Belmond’s Venice Simplon Orient Express parked outside the site.
Not only is it a great photo opportunity, but this train comes at a time when Belmond is seeing a surge in demand for the luxury train.
The company even plans to roll out new suites on board next year to meet demand. It’s not the only one working in space: Accor plans to launch its own Orient Express route with restored trains by 2024.
