Luxury consumers are embracing new technologies, such as iPads and other tablets, in ways that are transforming "the face of travel", according to Four Seasons Hotels and Resorts.
The operator of 86 properties across 35 countries has unveiled its first-ever
Four Seasons Luxury Trend Report, which aims to help the group better understand customer needs.
A third of wealthy consumers now own an iPad, tablet or e-reader, and Four Seasons said its revenues generated by such devices had grown 200 per cent between 2010 and 2011.
Meanwhile, it was found that 78 per cent of affluent people use social network sites, and more than half of those use social media in order to connect with a brand.
Other findings from the
Four Seasons Luxury Trend Report include the growth of e-commerce and a return of luxury demand, with almost all regions reporting growth in 2011.
Four Seasons executive vice president of marketing Susan Helstab said: "The inaugural
Luxury Trend Report highlights what we have learned about guest expectations in terms of high-tech balanced with high-touch."
"As luxury consumers embrace digital media on a larger scale, luxury brands that do not commit to a holistic digital media strategy will not survive; it is no longer a nice-to-have but an essential pillar of branding and marketing."
Details:
www.fourseasons.comImage: Goodluz/shutterstock.com
