Whitepaper

How can luxury travel lead the way in reducing overtourism?

Download the latest consumer marketing insights for luxury travel providers.

What does your target audience of luxury travellers really care about in 2024?

From the introduction of entry fees for Venice, to the ban of short-term holiday rentals in Penang, and visitor limits for Thailand’s idyllic Maya Beach, our desire to visit the ‘Insta-worthy’ destinations of the world is having a detrimental impact on locals and the environment.

But with the demand for travel growing, how do travel agencies balance the ethical responsibilities of overtourism with satisfying customer demand? And why are luxury travel providers best placed to spearhead the revolution needed in tourism?

Produced by our strategy team and powered by Mintel industry insights, this report explores what consumers really care about when booking a luxury trip, how sustainable travel is viewed by different generations, and how all this consumer data should inform the marketing strategy of luxury travel agencies as they tackle overtourism in the industry.

It’s safe to say that if our tourism habits don’t change drastically, we’re at risk of destroying the reputation of the travel industry. We’ve analysed the latest data to understand what consumers actually want when they book a luxury holiday – and the answers may surprise you!

Poppy Court

Marketing Manager, StrategiQ

Get free and exclusive insights to guide your marketing strategy, including:

What motivates 80% of luxury travellers?

And how important is the destination, really?

The 4 factors consumers really consider when booking trips

Based on the latest analysis of real-life consumers.

How does the generation gap impact views on sustainable travel?

Ways you can appeal to multiple segments of your target market.

What can luxury travel agencies do to minimise the impact of overtourism?

Plus, exactly why it matters for your reputation.

In action: how to apply these learnings to your organisation

Practical takeaways and next steps for your company.

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