Accord Marketing: The difference between luxury and premium travel

Jasman Ahmad, strategy director at Accord Marketing, shares his insights on the luxury sector and what sets high-end brands apart.

Is there a difference between luxury and premium travel? On the surface, perhaps not, with both usually coming with a high price tag. However, digging a bit deeper into how these two products are marketed and how they make people feel, the differences can be stark.

Luxury is bigger than the destination or flight or accommodation - it is an overarching feeling that represents timelessness and a story, a sense of scarcity that cannot be found elsewhere.

Premium brands on the other hand are defined by a price-quality ratio, where consumers are willing to pay more for a better-quality experience. Premium tends to push exactly what is on offer and at what price, whilst luxury brands prefer more subtle messaging that inspires, engages and educates.