It is much more than just a catchphrase, and in Italy too it is becoming an established trend: the luxury market is the only one that continues to attract travellers and, even in challenging times such as these, manages to make a significant contribution to the revenues of organized tourism operators.
The topic remains highly relevant, and examples are multiplying. For years, a historic brand such as Club Med, with its Exclusive Collection, has pursued an upward repositioning that has yielded tangible results in terms of revenue and, above all, profit margins.
The presence of brands created specifically to offer top-tier products within groups such as Nicolaus-Valtur or Th Group is now well established. In the case of the Nicolaus group, the Valtur Lifestyle collection was conceived, an upscale line that complements the Raro brand, the top-of-the-range offering from Nicolaus.
Within the Th Group, alongside Th Resorts and Baobab, Markando has coexisted for years; though less well-known than the other brands, it is able to fulfil its role as an organzer of high-end tailor-made holidays. One of the latest developments concerns Veratour, a long-established brand dedicated to ‘Made in Italy’ resort holidays. Here too, the tour operator is expanding the Linea segment, dedicated to bespoke travel, with the luxury Aura Wellness Resort collection.
All things considered, an increasing number of tour operators are determined to focus on a segment which, even in times of general market difficulty, manages to deliver satisfaction and have a positive impact on margins and advance bookings.
Isabella Cattoni
Journalist
