I asked the Tourpreneur community what marketing topics they would like to see me cover next; targeting high-wealth luxury consumers was high on the list of priorities.
So, let’s dive right into my top 8 strategies to attract luxury consumers.
1. Photos, lots of photos!
Photographs are a key medium when it comes to the luxury market. If you are wanting to evoke luxury, then you need to invest in quality photography. Shoddy, low-quality images simply will not do here.
Use image-focussed platforms to showcase your brand and your products. Pinterest, Instagram and even your Google Business profile are all opportunities to include use high-quality images that sell your brand as luxury.
If you are offering luxury travel experiences, your website must convey a sense of quality. A Wix or Squarespace website does not cut it here. Take a cue from brands like Aston Martin, Iconic Life, Seven Travelor Black Tomato for styles that may appeal to your market.
Photos, videos and good content are key here. You also do not need to list pre-designed products or experiences — especially if you are in the fully custom experience market. Instead, highlight a few great case studies that will give your target audience ideas, inspiring them.
Make sure you have clear calls to actions that focus on enquiring, or, better still, encourage users to schedule a call with you or your team.
Those looking for luxury experiences are looking for a more personal relationship with an operator. They are unlikely to book online and either they or their personal assistants will want to discuss their needs with you.
Also make sure that all marketing content you produce highlights you and your team. Put friendly faces to your marketing and highlight your expertise and experience using both written content and video.
Publish case studies of how you helped past customers, documenting what you did for them. Change names if you need to, but tell the story showing how far you go to make sure your guests’ expectations are met and surpassed.
If you have catered for teams in established businesses, add their logo to your website with a link to a case study. This is all good social proof for those who need it, and it is easily ignored for those who don’t. All of this information shows that you are proud of how you treat customers and it builds trust.
Facebook is often overlooked when operators are looking to market to a luxury demographic as they feel it is impossible to effectively target them. This is not the case… you just have to be clever.
For example, for US demographics, you can target the top 5% of household income. For other countries you can target those with interests in luxury brands like Prada and Gucci etc. Even down to which expensive college or University they attended or those cities and states that have a concentration of rich professionals.
For the super rich, they will no doubt have personal assistants, a demographic you can target on Facebook as they are the people who are looking for ideas for the super rich people who employ them.
Email marketing is extremely important for this market segment. It allows you to highlight new types of experiences and encourage repeat business… and repeat business is huge for this sector as if they have an amazing experience, they will want to do it again.
Building up your lists of past and future customers is key. Segment both out and offer your new experiences to past customers before you offer them to new customers. Mention this in your marketing as it highlights how you look after your customers by offering them exclusive experiences that new customers don’t have access to. Once they are a customer of yours, they are are part of an exclusive group of people.
It is important to make this demographic feel they are getting something special. They desire an experience that is unique to them.
As an example, depending on how luxury you want to go, can you provide a food experience with Gordon Ramsay, or a nature experience with Sir David Attenborough?
Of course these are extreme examples but the point I am trying to highlight is that your demographic is looking for something that is truly rare and unique. What can you provide that no one else can? This will make your experience more desirable and bookable if you are the only one who can offer that particular experience.
Create a sense of scarcity with your experiences so that your demographic understands that there is only one chance to book that specific experience.
Personal Assistants, CEOs and other high-wealth individuals will more than likely have a LinkedIn profile. You need to attract these people with good quality content and you need to publish this on a regular basis.
Publish case studies, name drop businesses, share opinions, photos and videos of what your band offers — especially if it is a truly unique, one-off experience. This alone will help you raise some interest.
Peter Syme, of 1000 Mile Journeys, used LinkedIn to fully book 100-day expeditions across deserts. These limited-time, exclusive adventure experiences were snapped up by wealthy CEOs.
Growing your profile on LinkedIn will take time, but I guarantee you the effort will be worth it.
Another great way to get your message across is to create a podcast. As your demographic is out running or in the gym, there is a high probability they are listening to a podcast of some description, especially if they are a white US male (according to Buzzsprout).
Podcast growth is also increasing year on year, with 100 million listeners in the US alone forecasted by the end of 2024. Apple Podcasts is the number one platform, with Spotify at number two.
A travel podcast can help you highlight your expertise, as well as how you create exclusive experiences for your customers, communicating the unique elements only you can deliver.Again, this medium will take time to grow and get established, but the gains make it more than worth considering.