Travel marketers need to be aware of luxury guests’ changing tastes, says tourism boss

December 7, 2018 3:20

Luxury travel is changing and marketers have to be acutely aware of guests’ desires for natural experiences and sustainability, a top tourism exec has warned.

“A niche that was once defined by the amount of marble in the foyer, the thread count in the linen and the quality of toiletries, is now focused on buzzwords like ‘off the beaten track’ and immersive,” said Anna Guillan, regional sales and marketing director at One&Only resorts and vice chair of Tourism Australia.

One&Only’s Guillan: ‘The remote, unique and unknown location and develop this as a strength’

Guillan was speaking at the Mumbrella Luxury Marketing Summit in Sydney about the challenges facing the company’s Wolgan Valley resort.

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Paul Wallbank

Paul Wallbank was news editor at Mumbrella between June 2017 and June 2019. Previously he's covered business and technology issues for outlets ranging from The Australian and Sydney Morning Herald to the ABC and Business Spectator.

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