I am currently attending TBEX Europe 2023 (a conference for travel bloggers and content creators) in Kalamata, Greece, and have just been on the Luxury Tourism Panel talking about ‘Attracting the luxury traveller’, an event chaired by Anton Diaz with fellow panellists Shouq AlShirazi and Christos Balogiannis.  For reference for anyone attending (and indeed anyone who wasn’t there but is interested!), the following blog post covers some of the topics we discussed, and some of the answers I gave (and maybe even raises some points that I didn’t get to make in our 50-minute panel!).

How do you reach luxury travellers?

Before answering this question, we need to recognise there are many different types of luxury traveller and it’s not necessarily a ‘one size fits all’ answer to the question. There are many different facets to luxury travel. It’s therefore important to know who your target audience is, what they are interested in, and what motivates them to travel.

But with that said, of course, there is the mainstream traditional media – the national press and luxury travel print magazines: Conde Nast Traveller, Travel + Leisure, and so on, as well as other niche print publications (eg. Yachting, Golf Magazine) or more high end publications that you might not encounter so much (eg. Elite Traveler which is sometimes available on private jets).

Whilst print coverage is great, it won’t come as a surprise to people that I favour online marketing, and most print publications nowadays embrace online media also. I think you can better tailor your reach online, and get much better trackable value. Your own website should be your first port of call when it comes to reaching luxury travellers but you can cast the…

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