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What luxury travellers want during the new normal

A new study has revealed what luxury travellers are prioritising as COVID-19 makes them rethink travel. 


In the study, which was conducted by Small Luxury Hotels of the World (SLH) and Liz Hall Hotel & Travel Consulting, location, flexible booking options and cleanliness were found to be guests’ most important considerations, while discounts and offers ranked least importantly to SLH customers. 



With hotels investing in services to ensure guests’ safety at luxury standards, three in ten (28%) of those polled were of the view that there should be no discounts at all.


When it comes to the types of holidays luxury travellers are looking for, the study revealed that most (61%) of its global members (and 42% in Oceania) were planning to take a domestic vacation, of which one in six (17%) planned to do so during Q4 of 2020. 


With short breaks a priority, just 6% of those polled indicated they would reduce spending on short trips over the next 12 months.


The vast majority (90%) of those polled said they would feel most comfortable in a small hotel, while private homes had also become popular.


Almost everyone (93%) surveyed said they would agree to additional health checks at the airport.


“It is great to see that our INVITED members are ready to travel once again and are looking at options both close to home and abroad,” Small Luxury Hotels of the World Managing Director Richard Hyde said.


The study took into account the opinions of over 6,000 members of the SLH brand’s INVITED programme.


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Written by: Mark Harada
Published: 14 September 2020

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