LUX TRAVEL MARKETING FOR EMERGING MARKETS PROF. DR. IGE PIRNAR YASAR UNIVERSITY 1

LUX TRAVEL CLOUD???? Experience * Elegant Simplicity * Creativity * Discovery * Exploration * Search for the Authentic * Local Food & Drink & Lifestyle * Local Culture * Customised Special Unique Packages *Continious Specilized Concierge Services * Active Tourists * Experimentation & Participation as a Guest * Niche Products for Lifestyle * Key words: Localty, Health, Ecology, Looking Good, Adventure, Quality, Stories * Value & Affordable Luxury *Mobile & Digital Marketing * Open to New Ideas * Art * Architecture * Design *Unusual & Chic

LUX TRAVEL MARKET DEMAND PROFILE Have interest in discovering new hotels, new travel sites & new destinations. More privacy / less ostentation: a quieter, more discreet style of luxury Have environmental, sustainable & cultural awareness. A growing interest in off-the-beaten-track destinations Emotionally linked to the local values, hotel / destination experiences & stories Independent traveller preffering specilized hobby packages, want to live the local experience & be a part of it / learn it Have growing anxiety about health & safety Generating demand for better quality, more value for money & looking for greater flexibility More stressed out - looking for relief & convenience. More technology friendly, often using internet for booking & purchasing tourism products 4

Offer personalized experiential luxury to build loyalty (accounts for 55% of total luxury) Plan once-in-a-lifetime experiences for guests; important for emerging markets Offer the exclusive experiences that money alone can’t buy to keep lux travel segment interested. Continually look for new ways to personally delight each client. Offer opportunities to guets to participate in the activities of local cultures. SUGGESTIONS

Apply innovative managerial strategies for differential advantage Optimize internet and social media Discovery of more local tastes, different cultural sites, heritage & monuments are discovered yearly more luxury travellers Apply creative tourism / creative - active culture tourism: travel programs with agri-tourism production, cooking local food, carpet-weaving classes, painting on ceramics or volunteer archeology travel 6

SUGGESTIONS Application of co-marketing or partnership marketing for synergy Appealing to different affluent segments (niche groups, responsible travelers, green travelers etc.) Having related stories Tailor made luxury travel industry products / services for not-optimized demographics (like children / women) Applying psychology in order to interpret the varying personality traits of the lux travel market segments 7

SUGGESTIONS Appling “advanced analytics” Integrating mobile usage (convergence of location- based & social-aware) Following up the technological enhancements Optimize internet and social media Offer sustainable products & services Serving totally new tourism products & / or new services: look for innovative products 8

Breathtaking athens programme

THE WORLD'S MOST SPECTACULAR TASTING ROOMS

O'NOIR (BLACK) RESTAURANT, MONTREAL, CANADA

ICE HOTELS, SWEDEN

THEME HOTELS, THEMED ROOMS

HOTEL CONCORDE, ANTALYA

WOW KREMLIN PALACE HOTEL, ANTALYA

MILAN TOUR WITH FERRARI - BAGLIONI HOTEL

YASAR UNIVERSITY - IZMIR

Lux Travel Marketing Cloud???? * Unique Experience *Emphasize Elegant Simplicity * Specilize in Creative / innovative Tourism * Apply Co- marketing & Partnership Marketing *Offer Active cultural tourism * Offer Products for Niche travel – Hobby Travel * Offer Authenticity *Focus on Marketing Local Food & Drink & Lifestyle *Sell Local Culture *Offer Customised Special Unique Packages *Offer Tailored Made High Quality Products For Special Groups (interested in ex. Gastronomy Tourism, Wine Tourism, Dark Tourism, Archaeological Tours, Bird Watching Tours, Festival Tourism, Special Events Tours, Health Tourism, Adventure tourism) *Value & Price Ratio *Optimize Mobile & Digital Marketing *Be Open to New ideas *Emphasize Sustainability, Stories, Unusual & Chic Design * *Personalization & Tour Design Tailoring

A Successful Innovative Affluent Travel Destination: Seferihisar / Cittaslow 19

Theme is Based on: Slow City Organic Food, Local Food, Slow Food Sustainable Tourism Sustainable Destination 20

Suitable Mix of 8 P’s: Advertisement, Product, Pricing Logo, image, Partnership Accordingly 21

“THE INDUSTRY NEEDS HYBRID THINKERS AND HYBRID SOLUTIONS.. BUT THIS INDUSTRY IS NOT SUFFICIENTLY INNOVATIVE AND CREATIVE TO DELIVER.” CLAUS SENDLINGER CEO, DESIGN HOTELS, 2011