The word "luxury" has become increasingly ambiguous in the travel industry, often causing confusion among travelers and advisors alike. What does luxury travel truly mean in an era where the term has varying interpretations? In this episode, Jennifer and Robin untangle the complexities and subjectivity behind the word and challenge travel advisors to redefine their niche. They argue that true luxury is more about the specific needs and desires of the client rather than a one-size-fits-all label. They also highlight the importance of tailored branding and language that evoke a sense of luxury without explicitly stating it. Whether you see luxury as opulence or as convenience and ease, this episode gives an interesting perspective on the most overused word in the industry!

Today we will cover:

(01:00) Defining luxury travel; convenience vs opulence
(05:30) The controversy of luxury travel advisors
(12:30) Personalizing luxury; examples of luxury brands and experiences
(20:00) Niching down; understanding client perceptions of luxury
(29:05) Speaking the language of luxury; branding tips
(36:45) Bloopers and behind the scenes

Listen to Episode 63: How To Speak The Language Of Luxury with Amber Frankhuizen

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90. What Does Selling "Luxury Travel" Really Mean?

TIQUE Talks: The Business Podcast for Travel Advisors