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:
· F our-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
· S pace training in Russia
· T est flying a MIG fighter jet
· H aving 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
· B odyguards for every stop on a European itinerary
· H aving a private basketball court constructed at a luxury boutique Caribbean resort
· A rranging 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. Participate in sporting activity (i.e. golf/tennis)
2. Safety/security measures
3. Adventure/Nature Activity
4. Five-star dining experience
5. 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% T he best year in several years
33% A bout the same as last year
3% W orse than last year
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% M ore than 6 months
3% L ess 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
What was the most unusual active/adventure trip you scheduled for clients in 2003?
Responses included:
· H iking/photograph y vacation in southern Chile into the Alerce Forest
· C limbing the fairy towers in Cappadocia/Turkey and ballooning over them
· A ll the men in a family on a Russian ice breaker to the North Pole
· A round-the-world trip including South Africa , Cambodia , China and New Zealand
· F ive-day hike for a dad and two daughters on the Inca Trail with night camping followed by an Amazon River cruise
· W eek-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
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
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% B oth home & office
23% H ome/personal email
20% W ork/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% V ery frequently
50% O ccasionally
12% R arely
Which source of influence has the biggest impact on your clients’ travel choices (pick one)?
55% R ecommendation of a friend/acquaintance
19% T ravel magazines
8% L ifestyle/culinary magazines with travel sections
8% W ebsites /Internet
5% N ewspaper travel sections
3% T elevision programs
2% T ravel 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)
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% M id-size
30% S mall ships
29% L arge ships
What ship size is preferred by older affluent travelers (53+)? (pick one)
55% S mall
41% M id-Size
4% L arge ships
What level of formality (i.e. black tie dinners) is preferred by younger affluent travelers (34-52)? (pick one)
95% L ess formal
5% M ore formal
What level of formality (i.e. black tie dinners) is preferred by older affluent travelers (53+)? (pick one)
63% L ess formal
37% M ore formal
Are older travelers (53+) taking cruises with their adult children more or less frequently? (pick one)
83% M ore frequently
17% L ess frequently
Are younger travelers (34-52) taking cruises with their children more or less frequently? (pick one)
89% M ore frequently
11% L ess frequently
What is the most requested new amenity/service/facility on cruise ships?
36% Spas/Fitness Facilitie s
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% I ncreasing trend
33% D ecreasing trend
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 b oy 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
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%
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 big-ticket 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