THE 2004 VIRTUOSO LUXEREPORT
The Virtuoso LuxeReport is an annual poll of the more than 6,000 Virtuoso travel specialists in the Americas, the Caribbean, and Australia. The report recaps luxury travel trends of the previous year and forecasts trends for the current year. From the most popular destinations and activities to technology trends and shopping habits, the Virtuoso LuxeReport offers insight to the lifestyles of the world’s wealthiest travelers. Virtuoso is an exclusive network of 285 independent upscale travel agencies. Leveraging more than $3 billion in annual buying power, Virtuoso holds exclusive agreements with the world’s leading hotels, resorts, spas, cruise lines, tour companies, rail lines, airlines and ground operators. Utilizing Virtuoso specialists to arrange upscale leisure travel automatically entitles clients to complimentary upgrades, amenities, privileged access opportunities, and private events at many top international and domestic destinations. For more information, please call (800) 401-4274 or visit www.virtuoso.com. The 2004 Virtuoso LuxeReport questions and the top answers follow: Affluent Traveler Profile
What is now the average vacation length for younger affluents (34 - 52)? How many days? (pick one) 9 days What is now the average vacation length for older affluents (53+)? How many days? (pick one)_ 13 days What percentage of younger affluents (34 - 52) often combine work and vacation on the same trip? 24% What percentage of older affluents (53+) often combine work and vacation on the same trip? 19% What is the most unusual booking request your clients made over the past year? The hundreds of unusual requests included: Four-month tour of Vietnam, Australia, New Zealand, and Hawaii for a grandmother and her four-year-old grand daughter A vacation using dog sleds as the transportation and a suite at a hotel made of ice as the accommodations Space training in Russia Test flying a MIG fighter jet Having the Parisian hotel sprinkle cut outs of Eiffel towers on the floor of the hotel room from the front door to the window so the client’s niece could follow the trail to the veranda to see the actual tower Bodyguards for every stop on a European itinerary Having a private basketball court constructed at a luxury boutique Caribbean resort Arranging for a wedding under/behind a waterfall
What is the hottest travel trend among younger affluent travelers (34-52)? 24% Active/Adventure trips 9% Family travel 8% Seclusion/Privacy 7% Educational trips 7% Spas/Total Relaxation
What is the hottest travel trend among older affluent travelers (53+)? 44% Luxury Cruises 8% Family/Multigenerational trips 7% Educational trips 6 % Private/guided trips 5% More frequent vacations What travel practice is declining in popularity the most among younger affluent travelers (34-52)? 19% Escorted/Group Tours 11% Beach Trips 9% All-inclusive vacations 8% Cookie-cutter packages 7% Amusement park trips What travel practice is declining in popularity the most among older affluent travelers (53+)? 14% Escorted/Group Tours 9% Booking Far In Advance 7% Adventure Travel 7% Self-Drive/Car Rentals Without A Driver 6% Destinations Catering To Children What percentage of your clients now purchase trip insurance? 68% What percentage of your clients have emergency medical care/evacuation insurance? 44%
Rank the top five activities/interest of your MALE clients while traveling (Using 1 as the highest)
1. 2. 3. 4. 5.
Participate in sporting activity (i.e. golf/tennis) Safety/security measures Adventure/Nature Activity Five-star dining experience Fitness/working out
Rank the top five activities/interest of your FEMALE clients while traveling (Using 1 as the highest) 1. Shopping during trip 2. Five-star dining experience 3. Shopping prior to trip 4. Visiting private homes/meeting locals 5. Visiting cultural sites/museums To prepare for a vacation, what retailer is the most popular with your clients for pre-trip shopping? 24% Neiman Marcus 9% Travelsmith 8% Chico’s 7% Nordstroms 6% Saks Fifth Avenue
Compared to the past five years, how do you predict that 2004 will be for premium and luxury travel? (pick one) 64% The best year in several years 33% About the same as last year 3% Worse than last year
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What percentage of your new customers, who have started working with you over the past year, have come to you as a result of being dissatisfied with online booking options/experiences? 23% Regarding the booking window, how far out is the average booking date from the departure date now? (pick one) 34% 2-4 months 29% 4-6 months 20% 1-2 months 14% More than 6 months 3% Less than a month
Active Travel
Questions What percentage of affluent travelers are now seeking active and/or adventure vacations? 42% What percentage of affluent travelers are now seeking active and/or adventure add-on components to a luxury vacation? 37% What percentage of younger affluent travelers (34-52) are asking for nature/outdoor components in their vacations? 48% (87% said this is an increasing trend) What percentage of older affluent travelers (53+) are asking for nature/outdoor components in their vacations? 30% (74% said this is an increasing trend) What was the most-requested active/adventure vacation activity by younger affluent travelers (34-52) in 2003? 18% Biking 17% Hiking 12% Scuba Diving 11% Skiing/Snow Boarding 9% Golfing What was the most-requested active/adventure vacation activity by older affluent travelers (53+) in 2003? 23% Golfing 19% Hiking/Walking 8% Safari 5% Skiing 4% Biking Among all affluent travelers, what was the hottest adventure travel activity in 2003? 19% Safari/Africa 12% Hiking/Walking 11% Costa Rica/Multi-Sport 10% Multi-Sport Trips 7% Biking What was the most-requested active/adventure vacation destination for families in 2003? 17% Costa Rica 9% Hawaii 8% Africa 7% Caribbean 6% Galapagos
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What was the most unusual active/adventure trip you scheduled for clients in 2003? Responses included: Hiking/photography vacation in southern Chile into the Alerce Forest Climbing the fairy towers in Cappadocia/Turkey and ballooning over them All the men in a family on a Russian ice breaker to the North Pole Around-the-world trip including South Africa, Cambodia, China and New Zealand Five-day hike for a dad and two daughters on the Inca Trail with night camping followed by an Amazon River cruise Week-long exploration of Jordan and Syria by helicopter and camel What was the most popular adventure/outdoor destination for younger affluent travelers (34-52) in 2003? 20% Costa Rica 13% Hawaii 10% Alaska 7% Africa 6% Italy What will be the hottest active/adventure travel destination in 2004? 20% Costa Rica 13% Africa 12% Australia/New Zealand 10% South America 5% Vietnam What was the most popular river for rafting, kayaking or canoeing in 2003? 35% Colorado River 17% Snake River 11% Rivers in Costa Rica 7% Salmon River 5% Rio Grande What was the most popular destination for hiking and biking in 2003? 34% Italy 21% France 10% Western Continental U.S. 7% Canada 5% South America What was the most popular destination/resort for skiing in 2003? 34% Vail, CO 18% Whistler, B.C. 15% Aspen, CO 8% Park City, UT 6% St. Moritz, Switzerland What was the most popular adventure trip for observing marine life in 2003? 25% Galapagos 12% Sea of Cortez 10% Hawaii 8% Alaska 7% Great Barrier Reef
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Events & Activities
Questions What was the hottest domestic restaurant in 2003? 19% French Laundry, Napa 9% Nobu, NYC 7% Picasso, Las Vegas What was the hottest international restaurant in 2003? 11% Jules Verne, Paris 8% Boyer Les Crayeres, Reims, France 8% Gordon Ramsay, Claridges, London What was the best-attended American event by affluent travelers in 2003? 39% Super Bowl 27% U.S. Open 15% The Masters 6% Indy 500 5% World Series What will be the American event best attended by affluent travelers in 2004? 52% Super Bowl 10% The Masters 10% U.S. Open 9% Indy 500 6% Pro-Am Pebble Beach What international event was best attended by affluent travelers in 2003? 39% Wimbledon 9% Cannes Film Festival 9% World Cup Soccer 7% Tour d’ France 6% Grand Prix What will be the international event best attended by affluent travelers in 2004? 75% Olympics, Athens 9% Wimbledon 6% Chelsea Flower Show 5% Grand Prix 3% New Year’s Eve, St. Petersburg
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Technology, Media & Travel
Questions What percentage of your clients are now using the Internet to access travel information? 66% What percentage of your clients communicate with you via email? 61% Where do your clients prefer to receive email communications from you? (pick one) 57% Both home & office 23% Home/personal email 20% Work/office email What online Internet travel resource is most popular with your clients now? Search engines (to research a destination/travel product) How often do your clients contact you to discuss a trip they discovered or researched on the Internet? (pick one) 38% Very frequently 50% Occasionally 12% Rarely Which source of influence has the biggest impact on your clients’ travel choices (pick one)? 55% Recommendation of a friend/acquaintance 19% Travel magazines 8% Lifestyle/culinary magazines with travel sections 8% Websites/Internet 5% Newspaper travel sections 3% Television programs 2% Travel guidebooks What percentage of your clients stay in touch with the office or loved ones via email while traveling? 48% What percentage of your clients travel domestically with mobile phones? 80% What percentage of your clients use mobile/satellite phone while traveling internationally? 36% What percentage of your clients are now using digital cameras while traveling? 63% What percentage of your clients contact your agency while on their trip for assistance? 16% What percentage of your clients have technology needs (high-speed Internet access/modems/etc.) that influence their property choices? 33% (94% believe this is an increasing trend)
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Cruises
Questions What is the most anticipated cruise ship launch of 2004? 93% Queen Mary 2 What is the most anticipated cruise ship launch of 2005? 50% Queen Victoria 25% New Princess ships What was the most popular cruise itinerary (geographic area) in 2003? 28% Alaska 26% Caribbean 16% Mediterranean 15% Baltic 6% South America What is the most requested port city now? 11% St. Petersburg 10% Venice 10% Rome 7% Miami 6% Barcelona What will be the most popular cruise itinerary (geographic area) in 2004? 36% Mediterranean 18% Caribbean 12% Baltic 7% Alaska 6% South America What was the preferred length of cruise in 2003? (pick one, number of days) 9 days What is the preferred length of cruise by younger affluent travelers (34-52)? (pick one, number of days) 8 days What is the preferred length of cruise by older affluent travelers (53+)? (pick one, number of Days) 13 days What is the favorite cruise ship cabin/stateroom currently? (cruiseline/ship/type of cabin) 35% Radisson Seven Seas Balcony Suite 32% Crystal Balcony/Verandah Suite 19% Silversea Verandah Suite 6% Celebrity Concierge Class Cabins 4% Seabourn Outside Cabins What is the ship size preferred by younger affluent travelers (34-52)? (pick one)
41% Mid-size 30% Small ships 29% Large ships
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What ship size is preferred by older affluent travelers (53+)? (pick one) 55% Small 41% Mid-Size 4% Large ships What level of formality (i.e. black tie dinners) is preferred by younger affluent travelers (34-52)? (pick one) 95% Less formal 5% More formal What level of formality (i.e. black tie dinners) is preferred by older affluent travelers (53+)? (pick one) 63% Less formal 37% More formal Are older travelers (53+) taking cruises with their adult children more or less frequently? (pick one) 83% More frequently 17% Less frequently Are younger travelers (34-52) taking cruises with their children more or less frequently? (pick one) 89% More frequently 11% Less frequently What is the most requested new amenity/service/facility on cruise ships? 36% Spas/Fitness Facilities 23% Dining Options/Alternatives 14% Children’s/Teens Programs 10% Internet Access 5% Butlers What was the most popular river cruise in 2003 among affluent travelers? 21% Rhone 15% Danube 9% Seine 5% Russian waterways 4% Yangtze What is the most technologically advanced cruise ship now for guests? 49% Queen Mary 2 23% Crystal Serenity 13% Radisson Seven Seas Voyager 5% Disney Magic 3% The World/Residensea Is chartering private yachts an increasing or decreasing trend among affluent travelers? (pick one) 67% Increasing trend 33% Decreasing trend
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Land Vacations & Tours
Questions What was the most popular private tour destination/itinerary of 2003 based upon bookings? 42% Italy 9% Africa 8% Australia/New Zealand 7% South America 6% Spain What was the most popular group tour destination/itinerary of 2003 based upon bookings? 24% Italy 7% Alaska 6% Russia 5% Hawaii 4% Australia/New Zealand What will be the most popular private or group tour destination/itinerary (geographic area) in 2004? 28% Italy 9% South America 7% Alaska 6% Africa 5% Australia/New Zealand What was the preferred length of guided tour vacations in 2003? (pick one/# of days) 11 days What is the preferred length of guided tour vacations by younger affluent travelers (34-52)? (pick one/# of days) 9 days What is the preferred length of guided tour vacations by older affluent travelers (53+)? (pick one/# of days) 13 days What percentage of your cruise clients are combining multiple-day guided land tours to their cruise trips? 40% (81% stated that this is an increasing trend) What percentage of your cruise clients are requesting/booking customized single-day guided land tours/shore excursions as part of their cruises? 38% What was the best new service/amenity offer by a tour company in 2003? 37% Home luggage pickup and return 32% New Virtuoso Voyager Club shore excursions 9% Better insurance terms 8% Bell boy who travels with you 7% Day rooms at luxury hotels during tour For those clients willing to take tours as part of a group, what is the ideal group size? 12 people
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What was the most impressive new mode of transportation launched by a tour company in 2003? 26% Private jets 21% Yachts 13% Segway human transporters 9% Hummer SUVs 6% Upgraded train cars
Take It or Buy It There
Questions What is the hottest travel accessory that no one should leave home without? 27% International cell phone 22% Digital camera 14% PDA/PDA phone (Blackberry, Palm Pilot) 11% DVD/CD/MP3 player 5% Ambien sleeping pills What is the most popular rental vehicle for affluent travelers on vacation? 41% Sports Utility Vehicle/4WD 18% Full-Size Luxury Car 16% Limousine with driver 11% Mid-Size Car 8% Convertible 5% Minivan What is the most popular American destination for shopping? 78% New York City 7% Las Vegas 6% Los Angeles 4% San Francisco 3% Miami What is the most popular foreign destination for shopping? (city) 32% Paris 12% Florence 11% Milan 10% London 9% Hong Kong What is the hottest museum in the world now among affluent travelers? 45% Guggenheim/Bilbao 23% Louvre 7% Hermitage 6% Musee D’Orsay 5% Vatican What percentage of your clients collect certain items when they travel? 44%
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What is the most popular item collected by your clients when traveling? 23% Art/Antiques 10% Ceramics/China/Pottery 9% Jewelry 8% Crystal 7% Wine What percentage of your clients exchange dollars for foreign currency before leaving on their international trips? 37% What percentage of your clients take international trips specifically to personally select and buy a bigticket item, such as a car, piece of art, jewelry or couture fashion? 28%
Hot Properties Questions What was the most popular golf resort in 2003? 14% Gleneagles, Scotland 10% Pebble Beach, CA 7% St. Andrews, Scotland 6% The Cloister, GA 5% The Pinehurst Resort, NC What was the most popular beach resort in 2003? 13% Cap Jaluca, Anguilla 9% Four Seasons, Hualalai 8% Las Ventanas al Paraiso, Cabo 7% Four Seasons, Maui 6% Four Seasons, Nevis What was the most popular destination spa in 2003? 59% Canyon Ranch, AZ 20% Miraval, AZ 7% Golden Door, CA What was the most popular spa treatment in 2003? 44% Hot stone massage 30% Massage 6% Facial 5% Body Wraps 4% Reflexology What was the most popular reason your clients went to a destination spa in 2003? 82% Rest/relaxation 8% Lose Weight 8% Learn fitness regime 1% Learn diet regime 1% Peer pressure
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What U.S. hotel did you book more than any other in 2003? 9% The Bellagio, Las Vegas 6% Four Seasons, Maui 6% Mandarin Oriental, Kahala 6% Ritz-Carlton Central Park, New York 6% St. Regis, New York What foreign hotel did you book more than any other in 2003? 13% The Stafford, London 8% Hotel De Russie, Rome 6% St. Regis, Rome 5% Le Sirenuse, Positano 4% The Savoy, Florence What hotel now has the best suite in the world? 9% Mandarin Oriental, NYC 6% Burj Al Arab, Dubai 5% The Bellagio, Las Vegas 5% Excelsior, Rome 4% Hotel Martinez, Cannes What hotel/resort has the best linens/pillow selection/bedding in the world? 6% Claridge’s, London 5% The Benjamin, NYC 5% Four Seasons George V, Paris 5% The Peninsula, NYC 5% The Ritz, Paris What hotel/resort has the best lighting design? (tie/13%) Hotel Arts, Barcelona & Mandarin Oriental, NYC What hotel/resort has the best view in the world? (tie/7%) Chateau St. Martin, Vence Intercontinental, Hong Kong Le Sirenuse, Positano Mandarin Oriental, NYC Splendido, Portofino The Peninsula, Hong Kong What hotel/resort is best for seclusion and privacy? 7% Hotel Bel-Air, CA 4% Amanpuri, Thailand 4% Cap Juluca, Anguilla 4% Turtle Island, Fiji 4% Wakaya Club, Fiji What hotel has the best concierge in the world? What is the concierge's name? Frank at The Stafford, London (33% of the votes) Who is your clients' favorite hotel manager? 26% Terry Holmes, The Stafford, London 10% William Cowpe, The Goring, London 7% Claudio Ciccerelli, Park Hyatt, Milan
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What was the hottest domestic bar in 2003? 13% Sky Bar, Los Angeles 8% Asia de Cuba, NYC 8% Four Seasons, NYC 8% Peninsula Rooftop Bar, NYC 8% Whiskey Bar, W Hotel, NYC What was the hottest foreign bar in 2003? (tie/14%) Budda Bar, Paris Harry’s, Venice Plaza Athenee, Paris What is the most romantic hotel/resort in the world? 9% Cap Juluca, Anguilla 5% Four Seasons, Bali 5% Wakaya Club 4% Little Palm Island 4% Palazzo Sasso, Ravello, Italy What is the most romantic specific room or suite in the world? (tie/16%) Honeymoon Suite, Four Seasons, Bali Oceanview Suite, Palazzo Sasso, Ravello, Italy What is the most technologically advanced hotel/resort in the world for guests? 32% Mandarin Oriental, NYC
Air Travel
Questions What is the most popular domestic airline with affluent travelers? 35% American Airlines 19% Delta Airlines 18% United Airlines 8% Continental 5% JetBlue What is the most popular international airline with affluent travelers? 37% Singapore Airlines 24% British Airways 9% Lufthansa 7% Virgin Atlantic 5% Cathay Pacific What was the best new service/amenity offered by airlines in 2003? 49% Beds/full flat seats 9% More leg room 9% Massage 7% Satellite television 6% Personal TV/video monitor What is the percentage of your clients who insist on flying business or first class? 39%
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What is the percentage of your clients who insist on flying first class only? 13% What airline has the best food? 27% Singapore Airlines 21% Air France 14% Virgin Atlantic 7% Cathay Pacific 7% British Airways What airline has the best onboard technology/entertainment? 43% Virgin Atlantic 20% British Airways 10% Singapore Airlines 9% JetBlue 6% Lufthansa What airline has the best service, most professional staff? 42% Singapore Airlines 15% British Airways 10% Virgin Atlantic 8% Thai 5% Lufthansa What new service/amenity should be added to business or first class air cabins? 36% Fully reclining seats/beds 11% Internet access 10% Spa treatments 8% Bigger/better bathrooms 6% Espresso bar Is the popularity of airline miles programs increasing or decreasing with affluent travelers? (pick one) 67% Increasing 33% Decreasing What is the best airline club/lounge in the world? 29% Virgin Atlantic 23% British Airways 14% Delta Airlines 6% American Airlines 6% Air France What is the state of client requests/bookings of private air charters? (pick one) 12% Increasing strongly 27% Somewhat increasing 39% About the same as last year 11% Decreasing somewhat 11% Strongly decreasing Based upon your bookings of charter planes, the majority of these trips are: (pick one) 70% Business perk/corporate funded 30% Personal/individual pays
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Based upon your bookings of charter planes, the majority of these trips are: (pick one) 88% Domestic 12% International How seriously do your clients heed the color-coded terrorism/safety alerts? (pick one) 64% Somewhat seriously 19% Very seriously 17% Not seriously 0% Won’t travel during elevated times
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