Young luxury travellers targeted by new firm

A new travel brand has been established to cater for younger travellers seeking luxury breaks.

More Life VIP will initially focus on Ibiza, Mykonos and Dubai, creating bespoke holidays, with five star hotels and handpicked experiences.

The Travel Trust Association member firm aims to distribute via agents from January 2022 after an initial brand building period of selling direct.

New destinations including Malta and Marbella are due to be added this summer.

Dubai bookings are expected to be possible from September.

More Life VIP’s target audience is Generation Z travellers (18-24) and Millennials (25-34).

A survey of 300 found the top luxury destinations were Ibiza, Bali, Mykonos, Dubai and the Maldives, with seven nights being the favoured duration for 43.3% of respondents.

More than half of respondents (57.7%) will feel ready to travel between July and September, and 26.5% between May and June.

Issue that would put this group off travelling included vaccine passports (29.1%), crowded areas (10.8%) and the necessity to take a pre-departure Vovid test (9.7%).

However, the biggest concern for this group was price (77%).

Aspects of a luxury holiday that are important to this audience are the cheapest rates (50.5%), room upgrades (44.8%), early check in/late check out (37.2%) and excursions included with the booking (36.5%).

More Life VIP general manager Aine McKenna believes that Generation Z and Millennial travellers are ready to travel as soon as possible.

“More Life VIP has been built around the changing needs of the traveller, redefining luxury into a holiday that prioritises the experiential. Gen Z and Millennials define luxury through the destination too, whether it’s Dubai with its Michelin starred restaurants to the beach clubs of Ibiza, they want to experience the VIP lifestyle in an ultra-luxurious destination,” she said.

“It’s positive to note that Gen Z and Millennials are eager to travel this year with 84.2% looking at travel within the next six months.

“I know from personal experience and speaking to peers how desperate this group is to get out and travel. The luxury traveller has a higher disposable income, they are going to be the first people to travel but we’re mindful that price will be a big determining factor as to whether people travel or not this year.

“Through our exclusive deals with our partner hotels, we can offer More Life VIP customers exclusive rates and preferential offers such as upgrades and little surprises throughout their trip with us.

“It’s the details that go a long way and really make you feel like a VIP. Influencers are also important to Gen Z and Millennial travellers, and we’ll be working with the artists, DJs, athletes and luxury lifestyle influencers that really resonate with our customers.”

Preferred hotels include the Mykonos Grand Hotel, Mykonos Princess, Santa Marina Resort and Spa, Kivotos Mykonos and the Myconian Collection.

Ibiza preferred partner hotels include Ushuaïa Ibiza Beach Hotel, Hard Rock Hotel, The Grand Palladium White Island, Grand Palladium Palace Ibiza Resort & Spa, Nobu Ibiza Bay, 7Pines Kempinski Ibiza and Bless Ibiza.

Those in Dubai include Five Palm Jumeirah, W Dubai-The Palm, Nikki Beach Resort and Spa, Palazzo Versace, Rixos Premium and Five Jumeirah Village. Experiences offered by More Life VIP in Dubai include luxury yacht charter, supercar rental, desert quad biking, dune buggy experiences and desert safaris.