Accord Marketing: Who is the luxury audience?

Travel brands have been encouraged not to “overlook the nuances” of luxury consumers when creating a marketing strategy.

Accord Marketing said it wanted to challenge the perception that the luxury traveller is confined to a mature and affluent demographic as it shared insights on the high-end sector.

Strategy director Jasman Ahmad said: “According to research by Mintel for their 2021 Luxury Travel report, 64% of travellers who plan to take a high-end holiday in the next three years are aged 16-54, whilst 63% of them are [social grade] C1C2DE.

“So, evidently there is a large proportion of luxury travellers who are either young or of a lower social grade.”

C1C2DE includes supervisory, clerical and junior managerial, administrative, professional occupations; skilled manual occupations; and semi-skilled and unskilled manual occupations, unemployed and lowest grade occupations.

“Overlooking the nuances of your audience means failing to reach all potential buyers of your brand,” Ahman added.

“Broaden your horizons by understanding who your audience is and creating a marketing strategy that reaches all of them - your customers might not be who you think they are.”