Brand USA Talks Travel: Episode 140 – Live From Travel Week: Transformations in Luxury Travel
Giving you exclusive access to the minds of Industry leaders in this special edition of brand USA talks travel recorded live in London brand USA travel week hosted in UK and Europe brings together key players in the US UK and European travel industry to discuss Trends challenges Innovations and the
Opportunity to drive future visitation to the United States here’s your host Mark leus everyone who works on travel knows today’s affluent explorers crave exclusive transformative experiences that create lasting memories this has filled incredible growth in the luxury tourism sector over the past few years in this episode of brand USA talks
Travel you’ll hear from Helen brocklebank CEO of Walpole group Karen Joyce Europe Middle East and Africa general manager at virtuoso and Toby Skinner features director from Ki Nash traveler they’ll share Insider perspectives on the latest trends reshaping luxury vacations here’s your host for today’s conversation from travel week UK and Europe 2023 Matthew
Primer ruin head of Global Communications at Brand USA thank you so much for joining us today you know the luxury sector tends to remain untouched no matter what economic uncertainty we face and in fact it seems to be growing booming in fact I was reading that last year it was worth
$1.28 trillion I have no idea how many zeros that is but what has really changed over the years is how we Define luxury and I was Googling probably should have asked chat GPT what does luxury mean and a 100,000 different answers came up at Brand USA we’ve had a
Lot of conversations about how do we look at luxury and for us we Define it as Ultra immersive and highly bespoke experiences that give you the inside track to a destination for us that’s so important of how our Travelers engage with us but I want to throw it to you
How do you look at luxury what does it mean to you well but I think you’re absolutely right it’s so personal I mean it’s very very qualitative there is no one definition of luxury and that’s it’s magic really isn’t it because it has to be my luxury and it will be really
Different what’s a treat for me is a very different for you and it depends as well on our levels of income or how you view your discretionary spend but I think in the context of travel how we see it at at wpol and really talking to the 250 member brands that we have
Famous names like berbery and clares and Glenn Eagles and Rolls-Royce Motors things like that talking to them it’s about a very very very memorable experience a memory generating experience that’s incredibly bespoken to the needs of the individual and delivered by experts in an unbelievably friction free yet beautiful way that is
Full of stories and I think that’s those are things I say storytelling excellence and ultimate bespoken would be the kind of ways I think that luxury needs to be depending on for everybody I think the storytelling component is incredibly important at virtuoso how do you define
Luxury what do you look at very much the same actually it is really an individual thing very unique to every single person you obviously have the white glove the high standards of the accommodation or the service that you get about anything it’s how it makes you feel where you are
The location the destination so it doesn’t necessarily have to be a five-star hotel it could be somewhere in the middle of nowhere it’s about the experience and what you can get out of it as well yeah I think it’s thoughtfully produced it’s expert driven I agree to an extent it’s frictional but
I think that can look incredibly different I think there’s a huge Spectrum I was at the PIN in London a while ago you know it’s completely frictionless completely smooth designed by Peter Marino who’s done the bie and Dior stores you know this very classic luxury but then in the magazine we’ve
Just done a story on cotra with cooks and Adventures and sort of camping on these wild beaches and that’s also very much luxury it’s broad but essentially it comes down to being the best really yeah it’s hard to Define and I guess if we can’t Define it then are you able to
Give give us any ideas of what the luxury traveler looks like is there a particular demographic are they gen ZZ are they Millennials are they Baby Boomers gosh I’ve been reading I’ve grown up with Conan house traveler and I still read so how do you capture that
Who is the luxury traveler if you look at the Boom in London hotels recently you’ve got Raffles you’ve got the peninsula you’ve got one Sloan you’ve got the broadwick Soho they’re all luxury they’re all aimed at very different sort of demographic the broadwick Soho is more kind of young
Hipster it’s kind of in that mold Peninsula and Raffles are both very classic but in really different ways I kind of think you know everyone we speak to is saying that the people who are coming on trips are changing they’re obviously getting younger they’re seeing a lot more Tech CEOs in hoodies wanting
To kind of do weird stuff but then they’re also seeing older Travelers who still want the classic tenants of luxury you know they still want the fluffy slippers they still get annoyed when there’s not a place to put that bag it’s hard to Define but the remit of it seems
To be growing how about with virtuos can yeah with I mean it does cover all demographics and certainly I think you’re seeing the Millennials now wanting to have somebody and an advisor to advise them on book basically they don’t want to do it themselves so if somebody else can do it then they’re
Happy um to come to an advisor or a travel agent to to get that done as well partly because they’re in the no but obviously it covers all demographics and as Toby said it does s vary depending on what type of experience they actually looking for so you can’t really pinpoint
It to one you have to be available for all and we’re seeing that with the intergenerational and grandparents traveling with their grandchildren maybe missing out the the parents and families traveling as well particularly since covid as well people feel they want to catch up on family time as well so you
Have to cater for all demographics really yeah I mean it’s interesting isn’t it because it’s not really something that can be defined by demographics as we’ve heard but I think there is some within that inability to Define it there’s some really interesting and clear attitudes coming out out and they are slightly
Demographically driven in that if we think about that you know that incredible growth the growth of luxury last year as a whole was 20% in Euros it’s 1.38 trillion Euros yes I Haven got you converted into dollar that was that was cool but there are two things that are really driving
That and one is the global luxury customer is from all generations but there’s a real growth of luxury desire for luxury experience starting really young so absolutely Millennials but gen Z and actually gen Alpha too so the interesting thing how old is J Alpha gen Alpha are kids I mean like they’re
Teenagers they like kind of under 15 I mean so that luxury Journey starts very very young and I think that’s always been the case if any of us think about when we started to fall in love with beautiful things I me I remember when I was 13 reading Vogue in the middle of
Nowhere in carile going oh Bond Street Chanel these things sound beautiful you know and just thinking this is a world I want to be part of and I think that’s still the case the medium is different I mean Tik Tok is massive in driving that desire uh Instagram but the
Multigenerational travel going away with your parents going with your grandparents all of that feeds into that the fact that it’s starting the desire for luxury is starting younger because of the change of people’s circumstances discretionary income a younger customer is able and wants to has the seen the
Shop window that is in your hand every day and wants to go and experience something amazing thing um and will put their money towards it so I think that would be within the context of it you know attitudes being more important than demographics the message I would say
That the engagement with a younger customer is the thing that everybody needs to be thinking of whether it’s just about how do you talk to them when they’re actually there in your Resort or hotel or experience whatever it is but how do you start to put that story in
There create that love affair that romance all the rest of it because if you don’t start engaging with Jen Alfa and Jen Zena now your business will have you will have no business in even 5 years time it’s moving really fast wow and I guess because you with Walpole you
Do have a number of Heritage Brands as you said bbery which has evolved hugely in the last you know two to three years forget the last 10 years clares what insights can you share with what they’re learning and how they are marketing to the different Generations so well we’
Mentioned storytelling here I think it’s really how do you unlock those beautiful stories and make them relevant for today’s consumer you know Heritage is is still a big driver because it’s it’s about the Quest for authenticity and transparency and you know realness and hyperlocal things are massive so if
You’ve got a long Heritage and a long story you’ve already got that you know you’ve built up some authenticity but how do you make it beautiful and now at the same time so I mean bber is a really great example they’ve got a great new designer in Daniel Lee but they’re still
Using the Heritage Tren just part of their kind of their quality and actually I think the fact that Britain’s fashion brands are really strong in rainware says quite a lot about who we are and what the country is like we have no choice um going back to what that
Market’s worth Karen because virtuous you just had your conference over the summer yeah and it was really interesting reading the reports that you’ve outpaced 2019 pre-pandemic levels what does that growth look like and can you tell us a little about how much The Travelers willing to spend yeah I mean
It varies but um 2019 is quite often placed as like this marker of an amazing year of travel um and obviously the pandemic uh interrupted things but certainly last year um we’ve seen this massive growth as pent up demand 20123 at the moment bookings and the value of
Bookings are outpaced in 2019 by almost 70% and the UK is seeing that pattern as well as far as volume of Passenger we’re probably still not quite up to that level of 29 19 but we’re expecting it certainly a lot of the indications are that that would be early 2024 but
Certainly price doesn’t seem to be a deterrent uh thankfully um for um the luxury spend as well it’s more about um the demand the want to travel as well and certainly bookings that you see um can be anything from in excess of 35,000 up to a quarter of a million depending
On what the the customer wants to do there’s some experiences that people want to take part in that cost that much Al loone Virgin Galactic is quite a product we sell through virtuo quite well that starts at quarter of a million so it’s like you do see that value in
The the pent up demand for those sort of activities as well and what’s good for the US is that us from the UK and Europe is the number one destination that virtuosa Travelers are booking at the moment we’ve seen that over the last two years and certainly predictions are that
Will continue in 2024 as well so what kind of experiences are they booking in the US last year it was all about the East Coast so it was all about the cities um particularly the UK they wanted those single flights without having to tr Transit through many
Locations we’re seeing now for 2023 and certainly onwards is that it’s translated to the West Coast a little bit more so we’re seeing West Coast us um Colorado ranches isolation those sort of experiences but also Hawaii is doing really well Expedition types experiences going up to Alaska on the cruise as well
So that’s really popular as well a real mix of decs and experiences it’s amazing and I guess Toby what are you writing about those pieces what are you writing about that people are going to be holidaying in in 24 oh God you’re putting me on the spot um I I think I
Mean what we’ve been hearing I think there has been a slight shift I think post pandemic it was kind of we were sort of going back to the classics and kind of even we were sort of actually people wanted you know New York and Paris and now certainly this we’ve just
Done an Asia special in the magazine I think I think our mindset at the moment is quite long haul again so we’ve just done a big piece on Sara and the Philippines a lot of kind of the Indonesian Islands other than baliy a lot more sort of adventurous stuff
Things like you know cotra which I mentioned we’ve we’re doing quite a lot of really adventurous safari stuff we were just about to do a big piece on Rwanda but we’ve got Chad Botswana but really kind of I think people are kind of wanting the next sort of the next
Level at the moment in North America we’ve we’ve done a big piece on the Northwest Territories I think we’re sort of at the stage certainly in the magazine I think people were kind of pushing a bit more like going a bit further again which is exciting and it’s
The kind of stuff I like commissioning yeah I think when we were talking Tavi you know you saying the idea of this adventure of mentally and physically challenging themselves yeah is that something that we’re going to see going into 24 and do you feel that those are the kind of pieces people want
To read yeah I mean I think the a big thing I mean I mean a big word we hear and it’s kind of around luxury is is transformational you know it’s transformational travel but particularly transformational Wellness is a massive thing it used to be just sort of Spar and pampering particularly in our
Magazine it was a very kind of classic sort of approach to Wellness and we did have like you know the classic Medi Spas but now it’s much more hotels and resorts are doing much more kind of holistic things and they’re getting in all kinds of sort of different types of
Healing much more sort of breath work and trippy stuff and even kind of mushroom trips and micro doing people are kind of sexual therapy all kinds of different wellness and I think people are increasingly wanting to use their time off to either like fully sort of
Relax or transform in a way I think increasingly people are finding that these transformational trips are actually more of a switch off from the kind of craziness of life you know I went on a men’s Retreat last year with you know no phones no caffeine no booze
And we were doing sweat lodges and cold water dips and there was all this kind of trippy breath work and lots of hugging and I staring and it was super intense but it was such an amazing break from life and that was way more relaxing than going to an Aman Resort for five
Relaxing is maybe not the word I felt far more rejuvenated than had I spent 5 days at an Aman Resort wow how long did it take you to not miss your phone asking for friend I weirdly like I thought I’d really miss the phone and the and the booze and the
Meat everything I thought I’d miss it all but actually it was no it was amazing there was a kind of slight sort of Twitchy but yeah no I loved it it’s a cliche but the phone detox is a good thing and Karen from vir say you know
The main trends that did come up was wellness and how that’s evolved and culinary what other the trends or how big are those Trends how do you think they’re going to grow in the US in particular uh culinary that was huge um in some of the research we did about
70% of the individual advisers said that they were getting requests to include uh col peace in itineries and about 25% actually it was the main focus of the trip um and that was from all all markets including the UK as well and from that it can vary from enjoying a
Mitchell in Star experience private dining with your own Chef it could be going out and enjoying street food or getting immersed in the local community with fr Community to table cooking and actually getting the hands dirty and trying yourself and learn to cook as well so there’s a really wide variation
On the the types of Cony in there as well and for other Trends obviously Wellness came up as well quite a and actually the whole disconnecting Pie as well and that was the number one item from the UK actually the reason to go on a holiday or a trip was actually to
Disconnect and relax and that can take a lot of variations in itself as well whether that’s on a beach again it’s very personal isn’t it it could be on a beach it could be enjoying some hiking getting some fresh air could be more adventurous um cying and yeah so again
It’s very much down to the individual as well and how much because you mentioned earlier about the dud ranches coming into play and how much of that do you think is film tourism or t a lot that’s yeah that’s another Trend we’re seeing there as well so set jetting um and that
Again great than keep that that expresses down my back pocket for later on that’s that’s again it’s a global thing so obviously um the the r like Game of Thrones um Harry Potter James Bond they’re always themes that people want to touch into but also White Lotus
We saw the success of there I’m actually lucky enough to head off to Sicily next week and um we’ll be experienced the Four Seasons there but um previously Hawaii and barley sort of tapped into that message as well so that is a real Trend at the moment as well yeah on that
Everyone’s pitching us Cowboy tourism at the moment for next year because I think there’s a I don’t actually watch Yellowstone but apparent there’s a spin-off next year it’s 50 years of since Blazing Saddles so Cowboys next year and I guess that that sort of brings me on to my next question of what
Is it about the US you’re saying it’s the number one destination what is it about its luxury offering that appeals to The Traveler diversity I think the range of experiences and destinations for one whether it’s the cities or um getting out into the Outback effectively and on the ranch or getting away from
Everything as well so and also the gateway to some um really unique experien or destinations such as Alaska as well or even onto South America or um the Expeditions that you can do from there as well so huge diversity it’s a place with everything and I think that
The trends that we’re seeing the connection to Nature and being able to escape you’ve got that the multigenerational thing you could be having a ranch experience in Wyoming but actually might I mean think about the Luminaire which is a member of War pole the kids can be on a dinosaur dig for a
Diplodocus in Wyoming at the same time that massive connect very very hyperlocal connection which is such a such a trend coming with culinary I mean it can be in somewhere classic like the East Coast but you’re out there on a boat fishing with a fisherman he’s been
You know he’s been doing that for Generations you’re getting the lobster pots out and then you’re kind of cooking it together in a kind of on the beach I mean so all those things I think it is the variety the a luxury customer in the ukuk traveling to the US is there to
Spend of money the big increase we saw in that growth was that 40% of that whole growth driven in luxury was by top customers so the kind of money no object if you can get the hyper localization the self-realization that Toby’s been talking about the kind of the idea of
The material they’re mindful taking over the material but you know the materials there in order to finance it and then kind of finally the kind of the young customer all of those things you know it’s so diverse that’s my luxury is very well realized in the whole of the US
Yeah I agree I mean yeah I think America has everything but it’s also everything’s so iconic and it’s kind of particularly for a British traveler you’ve grown up completely immersed in American culture so it’s like you know even the sort of and this is not really luxury but like the Nevada Motel feels
Iconic in the same way that sort of Yellowstone feels iconic Arizona New York obviously feels infinitely but it’s also with that just so many stories and I think nowhere is better than America for going deep into stories and Stories being everywhere and also people you know everyone’s so good at sort of
Telling their own story and telling the story of their place so for me I think that’s something that the states does particularly well and waterart things like um earlier Tom Marchant who is the founder and co-owner of um black tomato was talking about the solo eclipse and
How that’s become a big sort of luxury Trend and for next year you know North America has has sort of the the trail what do you think about things like that that are happening across the states it’s like going going deeper going into kind of quite Pagan and folk experiences
Which feels very real in America because it has such a unbelievably Rich untapped untold history before the European settlers came and I think that idea of undiscovered stories and underrepresented communities and connecting with those things so things like the solar solar eclipse the kind of closeness to Nature the folk magic
Becomes much more exciting America just does that stuff bigger and better than anywhere else in the world you know it’s like burning man is not the same in other places it’s like we call it bonfire night yeah exactly it’s like you know yeah I went to a post-apocalyptic
Festival in the in the desert and yeah like nowhere else does it the same and I just think that the scale of yeah doing things kind of shamelessly hard is brilliant it’s may be slightly off topic again for luxury but I just think in terms of those kind of experiences but
Luxury is an enaer isn’t it because the kind of you able to access those experience es in an incredible way and it’s back to what Karen was saying about the rise of the expert and that’s something that we’re say things mean Tom is a great example I mean the jewels at
Um Scott Don I mean that need for a guru not just a technician and you want somebody to mediate between you and your desire for this transformative almost psychedelic wow and you know thing yeah you’re a different and more amazing person because of it you can’t do that
By yourself and that’s where the luxury bit comes in because you have to have somebody who knows where that BL me dip dog is I mean like you know left to my own devices in Google I mean no never find it the patience right yeah all of you have mentioned storytelling and how
Important that is to the luxury traveler so you know there a lot of marketeers in here a lot of storytellers in here what does storytelling look like in that space whether it’s I’m sorry story for a living he does well I think all of you do you know you through
The the publication but you with your agents that’s just as important at that point to sell you working with the brands you it be really great to have hear how each of you view storytelling to the luxury um traveler I mean I’m not I I have less to say here than Karen
Toby but I what I would say is the minute the story does not start when you you’ve got your ticket in your hand the story starts at maybe 3 years before you’ve got that ticket you have you know and the sources are wide and various so
Use the Med the media that one has you know we’re very lucky right now in that we have this very playful me you know medum from Instagram to magazines to Tik Tok you can really use that but actually once somebody has bought the trip so to speak it does start when they’re still
At home how do you make that Journey even to the airport really compelling what do you give somebody before and actually also what what’s the role of Brands too how do you get I don’t know let say you’re going to I mean I’m going to use you okay examples but you’re
Going to Glenn Eagles how do you equip your top customer for that trip with the I don’t know the py gun or the you know the right kind of outfit or you the the essential rainwear that we do so well here and I think it that’s that’s the
Thing how do you use the wider range of brands that a customer will have in their life to create the right adjacencies that make that trip more memorable because all the kit is right too or things like just I don’t it like the one Sloan does it does it
Beautifully I mean the books that they have in the in the room connect so carefully to the location in Sloan in Sloan Street so that’s a nice thing and it has got to be it’s got to be authentic isn’t it as well um and any collaborations have to be U right um as
Well and a lot of it is tapping into those passion points that the consumers say they’re interested in so I mean for us our agents will tap into those passion points that their consumers say such as Wellness culture culinary EC nature and that that’s what they’re looking for when they’re tailor making a
An Excursion or a trip of any sort there as well so and the storytelling does start in all media forms you’re right about Instagram and that’s when you get the influence from the younger generation the children influencing their parents on where they want to go as well which is also quite a trend
There as well so yeah the children can dictate where your family go on holiday by all means from what they’ve seen and the stories that they’ve heard and they pass on to their parents as a key trigger I mean think it could be super literal as well right I mean I’m kind of
Now you’ve mentioned Tom I’m like obsess obsessed things I know about black tomato but I mean the success of that James Bond collaboration that they have has been absolutely phenomenal I mean on paper you know it looks kind of okay fine I can do that but the level of intricate and extraordinary detail
Unlocking the um charm and the kind of s the memory and expectation everybody has of that has been just I mean it’s just been mindblowing yeah yeah it has to be authentic I agree with that 100% having people to sort of deliver that message I mean so often our stories in the
Magazine ultimately they’re about people and so much of what people talk about when they come back from trips are who they’ve met and the people who who’ve kind of brought that place alive so sort of having ways to access that I also think there’s something in sort of
Storytelling in terms of travel is quite a narrative thing it’s kind of we go from sort of a to B and I think like we you know it’s maybe a bit abstract but when we travel we kind of feel like the stars of our own movie sort of more than
In normal life you know we kind of we’re going somewhere we’re sort of listening to music and we have quite a clear sense of certainly egotistical Western People Like Us have quite a clear sense of being in our movie and going on a journey and things happening and
Changing and I sometimes think quite a powerful thing is to be able to set up a narrative for the traveler who’s coming to have an experience for me the perfect experience is kind of I just learned the word recently of kind of ludic of kind of being able to sort of explore and
Discover within an experience being guided but kind of having the chance to go on a journey you touched on brand Partnerships and I know this is incredibly important in the luxury world what makes a successful brand partnership and how can we replicate that in travel well I think it comes
Back to the word that we all keep talking about which is authenticity it has to feel really natural it can’t be a commercial partnership that’s just there to be a commercial partnership it must come from within the storytelling of the brand I mean for example the Royal
Scotsman I mean that the being on that train is an incredible journey in itself but the experience there with I mean uh Christian had a very very strong connection to Scotland he did a big show there when he was still alive I mean there kind you the the that that kind of
Check that’s used is part of it so the Dior Spar on it of course is part of the world of the current customer but there is also a reason why it’s a dor Spar on the Bel on the Royal Scotsman I mean that’s perhaps like they made like they
Kind of fa Niche example but it’s that you know it’s everything has to enhance each other the whole must be greater than the sum of their parts that’s the key what’s it adding to the customer not what is it adding to my bottom line because if it adds the customer it will
Inevitably do some very nice things to your bottom n but it will do some terrible things in the long term if if the customer authenticity is not there the story is not right the research is not done yeah it yeah it has to be not
For the you know done just for the sake of it it has to have a reason or a connection there as well and I know in my previous life that’s like running Australian tour we linked up with RM Williams or um just so of that authenticity of where you’re traveling
To with the boots um in Australian Brands and I guess it transl Ates into any travel that it has to be um a connection where you’re going and how it makes you feel while you’re there as well and and the history or the culture sort of tie in there as well not just
For the sake of it yeah and do you Toby have you seen any brands that have done it or destinations that have done it particularly well and potentially us destinations I do think the Belmond Dior example is is a really good one because it’s you know and it’s also where saying
That there is an elevation of these stories as well it’s sort of there still sort of level that makes it luxury but you know as we were saying has to be has to be authentic hello when we were talking you were saying something that really Str stuck with me you said with
Luxury it’s about showing me what I can’t see what does that look like in the US that’s where this idea of the expert really comes in the person that has that deep deep local knowledge that can keep it uh you know kind of like wide wide very wide range of local
Knowledge that can keep you I think it’s about um if your customer is about that connection to to Nature and to the transformative learning experience that idea of the self Journey it’s journey of selfhood as well as the journey literally then I think it is about uh
Getting inside the kind of the very rich history that the US has that started before the 1600s that’s something that’s un untapped that people are interested in exploring and it’s not easy because there are many sensitivities around it and I think you know that you need somebody to navigate it in an authentic
And authentic way before we wrap up I want to ask each of you where do you want to go in the US next year and why I’ll start with you Toby um I mean for me i’ I’d love to do a road trip in the South I think you
Know for us the sort of I guess the south is the part that we’ve seen the biggest growth of interest in I think editorially um but also it feels like in place like Charleston New Orleans Memphis there’s slightly more I guess for the for the traveler reader there’s
There are better hotels and yeah you know there things like Mara in Texas um we’ve just done a piece you know I’d love to kind of go all the way from Atlanta to Arizona we we’ve just done a piece about t Santa Fe sort of kind of
Skiing and and culture yeah it goes so well you want a room full of people that can make it happen so yeah good on Karen O uh it could be a mixture of places I’ve been before that I’d like to revisit um such as I remember driving a
Little bit of Route 66 once I’d like to obviously retry that and perhaps go a little bit further but also I’ve never been around the New England area actually so I’d like to go there and Alaska keeps popping up I hear the arctic areas is the new Antarctic
Effectively so um yeah just to experience that there as well nice well Scotch whiskey is a massive massive thing in the UK and it brings a lot of American tourists here but I’ve always really wanted to take the Journey of the Barrel in reverse because a lot of
Scotch whiskey aged in Bourbon Barrel from Kentucky yes so to be able to go and like explore American whiskies yes uh and mean me back to that kind of idea of the SC the parts of the South are undiscovered and not about the Undiscovered stories I were talking
About earlier but that would be just be absolutely amazing to kind of really explore Whiskey country I was actually lucky enough to do that last year was was it every as amazing as I expected amazing The Bourbon Trail is just quite simply Fant the you know the craftsmanship the kind of culinary
Traditions around there the stories all you know all of that but then to have to you kind of tracing it really from Scotland back in feels really rich to me that’s amazing I want to thank you all for your time and for sharing your luxury stories has been really really
Useful so thank you thank you luxury travel is ultimately defined by the person having the experience and enabled by expertise with its diversity Open Spaces Rich Heritage and endless possibilities for Unique luxurious travel the USA Remains the Premier Luxury destination and that’s it for today for brand USA talks travel lots
More travel Week episodes coming I’m Mark lpus thanks for listening this episode was produced by Asher mirovich than karaoke and Casey damra special thanks to Alexis adelon and Phil Dickerson engineering by Brian Watkins if you enjoyed this live from travel week UK and Europe episode please
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Panelists Helen Brocklebank – CEO, Walpole, Karen Joyce – General Manager, EMEA, Virtuoso, and Toby Skinner – Features Director, Conde Nast Traveler dissect trends in luxury travel, the importance of storytelling in the luxury travel space, luxury travel experiences that transform, and different demo experiences. The panel is moderated by Brand USA’s Mathu Premaruban, Senior Director, Marketing Communications & Public Relations. This episode was recorded live at Brand USA Travel Week U.K. & Europe 2023.