The definition of a luxury holiday varies greatly and is no longer just about conspicuous consumption, first class travel or 5-star accommodation. The hallmarks of a luxury holiday in the new millennium are more about unique experiences, privileged access and a once in a lifetime trip. The definition, and therefore essential elements, of a luxury holiday vary by consumer background and lifestage. The younger generations are seeking new experiences and are happy to forgo the plush hotel or travelling in style. The older generations however are looking for more traditional notions of ‘luxury’: comfort hand in hand with access to exclusive events and experiences requiring expert organisation. Having a real taste of indigenous culture and including an element of learning is increasingly on the luxury traveller’s wish list. The real challenge for the luxury travel provider is not just keeping up with trends, but setting them.

This report investigates the luxury holiday market in terms of what luxury means to the public, what luxury holiday makers are looking for, who is excelling in product offerings and what to look out for in the future.

Main themes of the report:

What consumers define and demand in terms of ‘luxury holidays’.

How many people have been on a luxury holiday.

What demographics are interested in which luxury trips.

How they can be targeted with what kind of products.

Mainstream and specialist operators offering ‘luxury’ or experience products.

Premium offers from airlines, accommodation providers and other groups.

Opportunities for non-travel luxury brands to enter the sector.