Longing for light-heartedness

Is travel alone the #neueluxury in tourism?

Business Class or First? Four or never under five stars? What constitutes luxury in tourism is a matter of great debate. However, this discussion is currently revolving around a completely different topic:

"In times of Corona, carefree travel is luxury in itself," says
Professor Dr. Heinz-Dieter Quack
, Head of the Federal Competence Center for Tourism. "This will certainly remain the case in the coming year, but then tourism will slowly pick up again." Are we also returning to the old concept of luxury? Not necessarily, says
Professor Dr. Martin Lohmann
who, as a scientific advisor to the Forschungsgemeinschaft Urlaub & Reisen e.V., publishes the annual travel analysis: "The main reason for a trip is basically to relax from everyday stress. But a trend of recent years will continue to grow: Young luxury travelers in particular want more than five stars and top service. They want to take home unforgettable experiences, special encounters and unique moments."

So will those who can afford it be even more demanding and look even more closely at what they book? The
Researcher Anja Kirig from the Zukunftsinstitut
sees the development as follows: "After the coronavirus crisis, tourism will once again develop into something that is special and rare. Instead of quick and quickly forgotten thrills, people are now looking for other qualities that leave a lasting impression." Kirig also predicts: "Destinations will also be chosen more consciously and carefully, especially by the slightly older generations. They will also make their decisions based on the guarantees and security offered by tourism providers."

We see an opportunity here for clever tourism providers who, on the one hand, meet travelers' new need for security. On the other hand, they can reach their discerning customers with ingenuity, empathy and flexibility. The desire for a sustainable travel experience remains for many of our readers despite coronavirus. However, the trick will be to offer products that do just that, while skillfully incorporating the changed situation caused by coronavirus. The travel advisors and tour operators who manage this balancing act most elegantly will stand out - especially among the target group of travelers with higher financial means.