Luxury Gold’s Rebrand Is All About Exclusivity
byDaniel McCarthy/This week, Luxury Gold, the high-end tour brand from The Travel Corporation (TTC), kicked off 2023 by unveiling a rebrand of its offerings and marketing.
根据豪华黄金周二宣布的目标,该目标是迎合更多富裕的消费者,预算比流行前更高的富裕的消费者迎合了对国际旅行越来越兴奋的流行病。北美豪华黄金总裁梅利莎·达·席尔瓦(Melissa da Silva)周四对TMR表示,这也倾向于该公司认为是奢侈品旅行者现在想要的重要组成部分。
“Part of it was a facelift and part of it was some changes we did make to the product, really just to elevate and differentiate it from other TTC brands. We wanted Luxury Gold to stand out from the rest of the brands as a true luxury experience versus a premium experience,” she said.
While there’s been a lot of talk about the shifting definition of luxury travel and what it means, for Luxury Gold, one of the most important parts of modern luxury travel is exclusivity. Access to experiences that general travelers don’t get, combined with high touch service, five-star accommodations, and small group size (no more than 20 for Luxury Gold), is now very much part of that definition and what the brand is focusing on this year.
“Our guests are people that want what they have at home when they are traveling—five-star hotels and other accommodations, Michelin dining. More importantly, they are looking for exclusivity, access to things that other people don’t necessarily have access to,” she told TMR.
In Ireland, for instance, Luxury Gold offers guests a tour of Dublin’s Little Museum, but far beyond what general guests get to see. Luxury Gold’s guests get to see the museum after hours, with the museum’s curator Trevor Wright alongside them. And, in France, the operator offers access to a private concert at Avignon’s Palais des Papes, exclusive for its guests.
正是这种想法帮助豪华黄金以重塑品牌的两个重大转变之一 - 护照时刻的策划。客人没有旅行以外的外国邮票来填补他们的护照,而是想让他们充满experiences就像那个小博物馆之旅或帕拉斯·德·帕普斯音乐会一样。另一个变化是将董事长的收藏重命名为创始人的收藏,以纪念已故的斯坦利·托尔曼(Stanley Tollman)。
Da Silva told TMR that the hope is the rebrand will continue to propel Luxury Gold forward and take advantage of a strong luxury market that isn’t showing any signs of slowing down despite worries about an economic downturn or rising prices.
“Luxury is one of the more resilient segments of the market, even if we were staring down the barrel of a recession,” she said. “Even during the global financial crisis, luxury was much less impacted.”
For 2023, Da Silva said Luxury Gold is expecting passenger numbers to be flat with 2019, but because of market issues, revenues are going to exceed 2019.