With winter fast approaching (sigh), luxury travelers in the Northern Hemisphere are seeking sun and warmth. Aside from skiers and penguin-seekers, most winter vacationers will be heading to balmy climes.
Yet a newly released study from two esteemed international universities finds that luxury is synonymous with cold. The headlines are screaming, "Consumers Associate Cold with Luxury" and "Cold Temperatures Linked to High Status." Reading beyond the headlines, however, shows that this phenomenon applies mainly to luxury products, not experiences.
For the most part, travel is considered a warm experience. And we aren't just talking temperatures. Travel means human interaction and engagement with a destination. Travel's very warm nature is likely a key factor in the forecast for experiential luxury to overtake spending on cold, hard consumer goods.
There are ways, however, that travel brands can combine the warmth of hospitality and cool elements that telegraph luxury, such as sleek design and the use of hard materials like steel, marble, and glass in hotel architecture. For more on the travel industry implications of Shivering for Status, read today's lead story.
For feedback or news tips, reach out via email at email@example.com or tweet me @dailysuitcase.