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He still goes to a travel agency to hire his vacation, seeks maximum customization, runs away from the classic and can spend between 6,000 and 11,792 euros per person in a single getaway. That, pulling low: the figure can add several zeros. These are some of the conclusions of The Luxury Traveler in Spain , the first monographic study prepared by the National Observatory of Emitting Tourism (Observatur) with the collaboration of Iberia and Gran Meliá.

The report also notes that this type of customer is on the rise. For many crises, its number has grown at a rate of 6% in recent months. In addition, they usually make between two or three trips a year . In 51% of cases, in addition to holidays, it is about celebrating a special event. Three out of four did it as a couple.

Japan and Maldives, the favorite destinations

The common behavior patterns in the luxury tourists of our country continue with their favorite long-distance destinations: Japan, Maldives and East Africa , where they usually combine safaris with paradisiacal beaches. Of course, sustainability interests them more, so they tend to worry about the ecological conditions of both the hotels in which they stay and the environment.

One of the rooms of the Meliá Serengeti Lodge in Tanzania.

Hence, slow travel (movement that advocates traveling without haste and conscience), glamping (luxury camping in unique places) and getaways linked to the environment and nature are future trends, explains Marcos Franco , one of those responsible for Observatur. "Also the author's trips and those of spiritual growth, whether spiritual and solidarity," continues Franco.

The monograph also points to two types of audiences. On the one hand, luxury travelers themselves, or regular consumers of this segment. On the other, there would be premium or occasional tourists. Be that as it may, exclusivity (they want to experience a unique, extraordinary, limited edition and not crowded trip), personalization (for which they are involved in the design of the itinerary), the remoteness of the destination and special purchases are the main reasons when it comes to adventure.

Bet on travel agencies

They also want to resolve any issue with speed and efficiency and have a 24/7 interlocutor throughout the trip. Therefore, more than 60% go to travel agencies. The figure increases to 90% as the concept of luxury grows. Even so, most come with a very clear idea of ​​what they want, since they like their personal seal to be present.

Trips to Japan focus the demand of the luxury traveler.

Regarding the age range of luxury tourists, the study indicates that the majority are between 40 and 60 years old. In addition, it does not intend to endorse its social status, but seeks discretion and privacy. He also opts for large luxury hotel chains, although they are not the only accommodations he chooses, but he also bets on boutique establishments and unique accommodations.

This confirms once again that exclusivity is the differential value of this segment. "Beyond the stars, they value personalization, treatment and attitude towards any unforeseen, in addition to small details such as a quality oil, a five jacks ham or even a nap," says Francisca Mérida, senior business development director of the Meliá chain.

Regarding the airlines, the preferred ones are European and Asian. In this sense, Iberia has increased its luxury offer in recent times, adding a new intermediate class between tourists and business, the premium tourist . "We are aware that the trip begins with the plane and the seats, so we try to offer a differential service from the first moment, even from home offering check-in at home or having a whatsapp channel in case of any unforeseen event" , says Guillermo González Vallina, director of Sales in Spain of Iberia and British Airways.

According to the criteria of The Trust Project

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