We kicked off our new webinar series, The Power Series, in March. Yesterday, our episode, called The Power of Luxury Conscious Travel, went live with insight from three amazing thought leaders. In this webinar, our panellists including Founder of Balance Holidays, Livia Manca di Villahermosa; Co-founder, Board Member & Creative Director of PetsPyjamas, Denise Elphick; Co-founder and CIO of Lagom, Barry Cox and; Head of WGSN Insight, Joe McDonnell will share their thoughts on how luxury conscious travel will become the norm in a post-pandemic world.
The discussion was lead by questions from Positive Luxury CEO and Co-founder, Diana Verde Nieto. Diana began by asking Barry Cox about the philosophy behind Lagom.
“We went back to the drawing board and really. looked at what we could do. Lagom is a concept of philosophy, its a Swedish word that means not too much not too little. We decided to build a brand that had a reduced number of services and built a slider explaining different carbon emissions for each of these and created a slider explaining the services. With this slider, guests can decide what services they would like and the frequency. We cant force people to behave a certain way but hopefully by providing the tools people will make more conscious decision” answered Barry Cox
Denise Elphick from Pets Pyjamas then described their business “We are the number 1 dog friendly travel company.” Denise said “Our intention is to make dogs welcomed in different places the same way we would welcome humans.”
Diana then asked Joe McDonnell about what the Luxury Conscious travel would look like in the future.
“We are seeing consumers becoming more conscious. They are looking for hygiene where they go. The other point is about domestic travel, there is a huge consumer demand to explore domestic destinations. Consumers are now looking to family and friends in usually rented properties or cottages. They are looking for privacy. The last point is nature, across all generations we are seeing people pivot towards nature.” he said “We are expecting to see travellers focus more on sustainability and lower carbon emissions.”
Positive Luxury’ CEO then asked our panellist how they you see long term future of travel business.
“There is going to be more desire to travel locally, we will be more aware of seeing what we can locally” Barry said.
“It’s really about thinking like we are start up again, looking at our offerings, our programs, we have to keep thinking about how to improve our offer.” Livia added “We are visiting things every 5 days now, and I think this is what our future will look like.”
Denise also had a similar answer “We are going to concentrate on domestic travel, we’ve seen a huge demand of family wanting to get together but stay private. Our priority now is to concentrate in the UK and build on our proposition.”
Next, Diana asked the panelist What tips would you give to travel today “Consumers are really hygiene focus, second one is about privacy as the new luxury, transparency is key, and the idea of localism as a selling point”. Joe answered first
Livia added “We should relook our purpose and our sustainability actions, not only by environment point of view but also from a human point of view”
Before moving on to the Q&A, a poll was offered to all the attendees and questions were answered live. For more from each of our amazing panellists, including advice and the Q&A responses, watch the entire webinar by clicking on the button below. Then, register for the next episode in the webinar series on Thursday, 9th of July, The Power of Luxury Conscious Model.
WATCH IT HERE
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Written by - Maegan Rocca