As I sit down to write this, I just finished moderating a webinar with Villas of Distinction, which highlighted villa properties in Italy. The images of these luxurious homes in incredible destinations were stunning, and I could tell that the audience was in awe.
It reminded me of when my family and another group rented a home in Spain’s Costa Brava region, near Barcelona. It was a vacation we all still talk about today. But before you start thinking that I paid too much, we were not staying in a four-story mansion like you might find on Lake Como. In fact, the house we chose was simple — comfortable, homey and big enough to accommodate our group, but not lavish in any way. It was perfect for our needs and, most importantly, our budget.
To have a truly thriving travel industry, we need to make it possible for more people to travel, not just the ultra-wealthy.
Being in the travel industry, it’s common to become immune to the luxury we witness around us and spoiled by the moments we get to experience. So, it’s not surprising that we tend to think only in terms of luxury. But it’s important to remember that there is more to travel than five-star properties.
In this issue’s cover story, we look at the importance of booking more affordable getaways for clients. Besides having a much wider customer base, often these trips are the “starter” vacations that make for long-term clients. And, like my trip to Spain, just because there’s a budget, does not mean a vacation won’t be memorable. More so, booking more affordable, mainstream trips is also the right thing to do. Amazing vacations should not be only something the upper class can afford. To have a truly thriving travel industry, we need to make it possible for more people to travel, not just the ultra-wealthy.
As you read the cover story, perhaps you will consider ways that you can reach more customers in your market with lower price-point options. You may find it rewarding to you on many levels.
