Democratization - The Next Big Thing in Luxury Marketing?
In an age when terms like “massclusivity” and “democratization of luxury”: are tossed around, is it possible to run a luxury travel event with 3500 delegates visiting representatives from a broad stratum of exhibitors?
The folks at Questex give it a solid shot each year in Las Vegas with their ever-expanding Luxury Travel Expo. This year saw another sprawling show – bookended by the conference of the education-oriented Luxury Travel Institute aimed at highly trained professional travel agents – and the Signature Travel conference, for member agents of that group of upscale-oriented travel agents.
Bottom line: In one week, roughly 10,000 travel agents traipsed through meeting rooms, auditoriums and trade shows in Vegas, connecting with suppliers -- much of it in the name of luxury, a category which most agents see as the best bet for revenue growth
What's really happening here? Is the luxury niche simply becoming
un-niched ? Are middle class travelers, reaching for a luxury travel
experience, able to find affordable luxury by selecting specific
premium elements in hotel stays, or in fine dining, that are
luxuriantly memorable?
Has technology made on-demand luxury with pay-as-you-go pricing the next new thing in business and leisure travel?
And now, on to Illuminating Luxury Tastings that caught our attention in recent weeks
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