MICEBOOK - LUXE REPORT 5 - Flipbook - Page 10
Globetrender’s Jenny Southan delivered a thought-provoking session at micebook LUXE on the key trends affecting luxury
hospitality. We delve into four of those trends and explore the impact and opportunities for luxury meetings and incentives…
1. Personal
Beerment
Personal beerment sits at the heart of the wider
transformative travel and wellness tourism trends. Over the
past few years, especially post pandemic, there has been an
increasing demand among travellers for more enriching
experiences that encourage personal development and
ultimately changes them for the beer.
“Not so long ago, success was almost entirely measured by bank
balance, but now people want holistic or whole life success.
They want rewarding relationships, good mental health, and
the body of a 25-year-old. But they also want to cultivate
enviable skills and abilities, and to have opportunities to push
themselves to the limit,” explains Southan.
According to data from Skyquest, the personal development
market is poised to grow from US$44 billion in 2023 to US$71
billion by 2031, providing huge opportunities for the global
hospitality market.
Luxury travel providers are innovating their wellness offerings
to cater to this growing demand for transformational
experiences and Southan highlights several that are leading the
way. For example, Clinique La Prairie in Switzerland, which
recently unveiled a new £24,000 Brain Potential programme
that includes MRI scans and neuro-nutrition intervention
sessions, and The Luminare, which specialises in academically
minded trips with world-leading experts who will teach you
about Swiss watch making and ancient Egyptian antiquities.
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Key takeaway for
eventprofs
Luxury event and incentive planners
have an opportunity tap into the
personal beerment trend by designing
programmes that prioritise health and
wellbeing or offer aendees the ability
to learn new skills that enhance their
personal development.
It's thinking about how aendees can
really feel enriched and nourished by
the experience, according to Southan,
rather than organising a jam-packed
programme and seeing it as an excuse to
drink a lot, so people end up coming
back feeling wrecked and exhausted.
This leads us nicely onto the next trend.
