*筆者：本文偏重高端市場的分析，若想複習一下先前的文章「HOW MILLENNIALS ARE SHAPING THE FUTURE OF HOSPITALITY: A CLOSER LOOK (探討千禧世代如何形塑旅館業的未來)」與 「惶惶終日為地域客群 , 面對世代陸續交棒至千禧客群 , 你準備好了嗎 ? 」直接點選連結即可。

Ten ways to attract the booming millennial market

(千禧世代市場大爆發，淘金十招瞧一瞧)
eHotelier.com by Lorraine Abelow|June 30th, 2017

What draws the demanding millennial market to luxury travel experiences? Since they work hard and play hard, these travelers seek adventure in an authentic environment. A travel public relations company that specializes in hospitality monitors the emerging trends worldwide to best position its travel and hospitality clients for success with this ever-shifting market. In today’s digital environment, it is vital to secure coverage in the outlets that are meaningful to them from Outside Magazine to Huff Post to Vogue.
怎檥的事物才能吸引要求多的千禧世代市場至奢華旅遊體驗？因為這世代的特色在於工作認真，玩樂起來也放得開，這群旅人習慣在現實環境中尋找探索活動。有一間專長於旅館業的旅遊公關公司能掌握新興的全球趨勢並將最適切的市場定位提供給旅遊及旅館業者以期能在這前所未有的市場變動中獲得成功先機。在現今的數位大環境中，確保自身的曝光度在任何一個對千禧世代有意義的傳媒管道是重要的：從Outside Magazine 到 哈芬登郵報(全名：The Huffington Post)，甚至是 時尚雜誌 (中譯連結台灣版網頁，原文連結美國版網頁)

Highlights to follow: (追踪重點提示)

1. What is the most significant trend for 2017? (2017年最重要的趨勢是什麼？)

Experiential and authentic travel is the buzzwords that tickle their fancy. Not just going to the same hotel or destination, they are looking for new destinations. Even in the private jet sector, people aren’t repeating the same routes. Customers are actively seeking out new and different places all the time and a top public relations agency can get you exposure to appeal to their new instincts. The growing affluent market is looking to expand their horizons.
體驗式與正宗原味的旅遊行程是撩撥起千禧世代旅人想像的討論關鍵字。不光只是再度光臨同一間酒店或同一個旅遊目的地，他們同樣也在尋求新的地點。就算是在頂級的私人飛機行程領域，乘客也不會重覆同樣的路線。千禧客群總是會主動尋找新奇且有別於以往的地點，而一間優秀的公關公司能協助你曝光並吸引到千禧客群新的直覺反應。目前正在成長中的富人市場正在尋求開擴其視野的行程。

2. Which destinations should you monitor? (你該留意哪個旅遊目的地？)

Traditionally, it’s those inveterate travelers following The Rough Guide that pioneered destinations, and luxury followed. That continues to be the case with many destinations such as Costa Rica, but there are new places where luxury is coming in first and fast like Nicaragua. The same applies to Vietnam and Bali. Each has a number of world-class resorts that have opened up recently. Nicaragua recently opened a new private jet airport catering to this segment of the market. It’s like Costa Rica was several years ago.
傳統上來說，那些長久跟隨「簡明指南」的旅人所探索的旅遊地點，自然讓相關的奢華旅遊服務順勢跟上。這樣的情況在許多旅遊目的地如哥斯大黎加(位於中美洲) 也發生，不過仍舊有其他新地點如尼加拉瓜(位於中美洲) ，反而是奢華的旅遊服務先行到位，越南與峇里島也同是相同情形，因為他們近期都各自有一些世界級渡假酒店新開業。尼加拉瓜最近啟用一個新的私人飛機機場以接待富人市場的旅客。哥斯大黎加在幾年前也啟用了私人飛機機場。

3. What is changing in family travel? (家庭旅遊有何變化？)

Adventures – luxury style tops almost every family’s bucket list nowadays. They are heli-skiing in Iceland and paddle boarding in Galapagos. Of course, jungle ruins are still a draw as they imagine a life thousands of years ago. Bragging rights for the parents and their offspring about where they have been and what they’ve done is part of the scene.
現今「探索冒險與奢華結合」型態的旅遊行程幾乎成為每個家庭的優先口袋名單。比方像是到冰島進行直昇機滑雪(範例)、或者是在加拉巴哥群島玩立槳衝浪(範例)，當然，探訪叢林遺跡之旅仍然有吸引力，因為旅客可以想像憑弔數千年前文明歷史，而在這種行程當中，導覽者可以向旅客父母與小孩宣講誇耀該文明的豐功偉業與歷史。

4. What Is the biggest myth about the affluent traveler?(對於高端客群的最大迷思是什麼?)

Price still drives decision making for the luxury traveler – everyone likes a good deal. Type-A personalities and entrepreneurs avoid anything that smacks of price gauging, they just don’t want to be taken advantage of. Offer high value – that is what the traveling public is seeking today.
對於高端客群而言，價格依然是驅使決定的因素─ 畢竟每個人都愛漂亮的價格。A型性格的人與企業主習慣避免有被敲竹桿的狀況發生，因為他們只是不想被佔便宜、被當「潘仔」。「提供高價值的服務與商品」是現今旅遊大眾所欲尋求的。

5. Curating for your guest (為你的客人規劃)

It is all about customizing and personalizing the client’s experience. You have to reassure customers with confidence that what you have planned for them has never been done before – or few, anyhow. And if you tell them to be on the dock for a dive at 8 am, they will be there, so you better be ready. You should know from experience why it is better for someone to stay at the Four Seasons or a smaller boutique hotel down the road. Or maybe they skip the Louvre and head over to the captivating Rodin Museum instead. Agents need to have a broad range and depth of knowledge to fulfill all these needs.
這是關於客製化與個人化顧客體驗的部份。你必須有信心地向所面對的顧客保證你所做的安排是前所未有的(或是只有少數人才享有，隨便)。如果你告知你的客人要在上午八點在碼頭等候，準備潛水，他們就會照著做，因此你最好屆時已是準備妥當。你應該從經驗法則裡頭明白為何有些客人應該住四季酒店或是應該在之後住到小規模的精品酒店，亦或是客人可能略過羅浮宮反而前往迷人的羅丹美術館。旅遊業的從業人員應該要有既廣且深的知識以滿足客人的需求。

6. How can you attract affluent Chinese travelers? (如何吸引中國高端客群?)

These are curious and tenacious travelers, with a surprising amount of disposable income. The first point to really leap out from the conversation was how important it is for hotels to lay on the little extras that really make Chinese guests feel at home. These include a Chinese breakfast, Chinese newspapers and TV channels in the rooms, adaptors for Chinese electrical appliances, and an in-room guide in Mandarin telling the guest how to use all the facilities. At least one Mandarin speaker on the concierge desk is also vital if you are serious about this market, both to make the guests feel comfortable, and to sell extras such as rounds of golf and tourist excursions.
這是一群充滿好奇心及頑固的旅客並且有鉅額的可支配收入。先要跳脫一下本文的第一個重點是：旅館酒店為了讓中國客群感受到有家鄉的安心感而願意提供一些額外的服務，會有多重要？這些服務包括中式早餐、中文報紙、客房內的中文電視頻道、適用中國電子產品的轉接插頭以及中文版的酒店服務設施指南。如果你相當在意中國旅客市場，不光是讓中國客感到愉快，或者是多銷售些觀光與高爾夫球行程，因此，最起碼安排一位講中文的禮賓接待人員也是很重要的。

7. Luxuriants no longer want souvenirs(高端客不再想要紀念品)

The elite traveler now thirsts for access over acquisition, and experiences over owning stuff. This is “good news for travel, bad news for handbags,” Chris Sanderson, co-founder of the Future Laboratory, a trend-forecasting agency, said at a Ritz-Carlton hotels breakfast. Owning specific, expensive products like the Hermès Kelly bag doesn’t mean as much anymore. Travel experiences—and posting about them—matter more.
現今的菁英旅客渴望的是參與過程而非獲得結果，想要的是體驗而非擁有實際物品。未來實驗室(趨勢預測機構)的共同創辦人 Chris Sanderson 在一間麗思卡爾頓酒店的早餐會表示：「這對於旅遊業是件好消息，但對購物零售商是件壞消息。」擁有明確且昂貴的商品如愛馬仕凱莉包已不再特別表徵什麼，反倒是旅遊體驗(並且刊登在社群網路流傳)對於高端客的意義更大。

8. The next travel buzzword: simplicity(下個旅遊話題關鍵字─ 簡單)

Words like “curated,” “artisanal,” and “authentic” fill press releases, but at ILTM(International Luxury Travel Market), the bonniest bon mot was “simplicity”. True luxury is slowing down—that moment of decompression when you see a phenomenal view—and feeling completely unburdened.  This trend is illustrated by the success of such magazines as Dwell and others, which focus on pairing down to the essentials.
字彙如「策劃」、「手作」及「正宗」在傳播媒體間舖天蓋地放送，但在ILTM旅遊顧問暨會展公司的看法，最夯的好詞是「簡單」。真正的奢華是讓步調放緩─那是看到絶美景致而感到瞬間釋放減壓的心理時刻─ 並感受全然豁達的心境。像是Dwell 等雜誌的成功能說明這個趨勢潮流，因為他們是專注於逐步回歸至基本要素。

9. Small has never been better (小就是好)

Small Luxury Hotels of the World coined this phrase, perhaps fighting back at large chain hotels and resorts. The average size across the brand is 48 rooms. InterContinental Hotels will open a hotel in Venice in 2018 with just 55 rooms, unusual for a larger luxury chain. Guests staying in small hotels tend to want ultra-immersive experiences. “Clients are asking us to create experiences for them that will help them grow as people and as a family,” Ezon says of the trend. “A beach resort is no longer just about pampering yourself; it’s about connecting.”
全球小型奢華酒店聯盟(以下簡稱SLH)造了這個新辭義，或許他們是為了要對抗國際大型連鎖酒店集團。SLH成員的規模一般是在48間客房左右。洲際酒店預計在2018年於義大利威尼斯開設一間僅55間客房規模的新據點，而這對於大型奢華連鎖酒店品牌而言是相對不尋常的。在小規模酒店的住客傾向於想獲得極深度的體驗。Ovation Vacations 總裁, Jack Ezon對於這樣的趨勢表示：「我們的客戶一直想要我們為他們提供有別於以往的旅遊體驗，並藉此有著全人式以及家庭層面的成長。一間海灘渡假酒店不再只是提供寵愛顧客的服務設施，更多更重要的部份在於連結個人心理與外在世界，連結當地文化。」

10. Family owned properties (當地家庭擁有及經營的旅館酒店)

Family-owned properties, capitalizing on the travelers’ desire to make deep, local connections, will become an even bigger draw in the upcoming year. In Alaska, Winterlake and Tutka Bay Lodges (both are National Geographic Unique Lodges of the World) are owned and operated by renowned chef Kirsten Dixon, her outdoorsman husband Carl, and they’re grown children. In Sorrento, Italy, the beloved Grand Excelsior Vittoria, surrounded by lush gardens and Bay of Naples views, has been run by the Fiorentino family since 1834. The Beau-Rivage in Geneva is adding 17 show-stopping top-floor suites to its historic building this spring, and is still run by the Mayer family as it has for the past five generations.
由當地家庭(族)所擁有及經營的旅館酒店會在未來一年成為更矚目及吸引人的物業類型，因為這些旅館酒店能讓各地亟欲進行當地深度探訪及連結的旅人有所收獲。位於美國阿加斯加的冬湖旅舍以及圖卡灣旅舍(都名列「國家地理雜誌全球獨特環保旅宿名單」當中)由知名主廚Kirsten Dixon及其熱愛戶外活動的丈夫 Carl與成年的孩子所共同經營。位於南義大利蘇連多鎮，廣受旅客所喜愛並被蓊鬱的花園及面向拿玻里的灣景所包圍的 Grand Excelsior Vittoria，早在1834年起就由Fiorentino家族所擁有及經營。位於瑞士日內瓦市的The Beau-Rivage於今年春季擴建17間絶佳的頂樓套房在其歷史性的建築體上，迄今已由Mayer家族經營了五代(1865起)。

So to please this discerning customer, get out not just the hotels, but also the experiences so you can speak to them knowledgeably about what they will be doing and what to expect. You have to be able to insure your customers will be able to do things in a way that’s different from everyone else.
因此，去取悅那懂得鑑賞的客人，不光只是帶著客人出了旅館大門，同時要連同體驗也一併出門，於是乎你就得以見識廣博的樣子告知客人即將要進行的活動和預期的事物。你必須能夠確保你的顧客所從事活動的方式迥異與其他一般人。

About Lorraine Abelow

Lorraine Abelow has had a 30-year, award-winning, boutique travel PR firm in New York City and is at the forefront of trends affecting traditional and digital media. Her firm has represented such blue-chip names as Four Seasons and Hilton Hotels, as well as boutique properties across the globe and island destinations including St Barth’s and Necker. The agency’s affordable hotel PR campaigns are designed to move the needle regularly gaining eye-catching feature exposure in such top outlets as The New York Times, Travel and Leisure and Conde Nast Traveler. It’s the long-standing relationships the Abelow PR team has with high-level editors that insures coverage in A list media in every campaign. Coverage in influential blogs and social media campaigns round out Abelow PR’s expertise. Lorraine serves as an honorary judge for the Hotels Sales and Marketing International Association, from which she has won awards for her outstanding achievement over her illustrious career. For more information about this boutique New York City PR firm visit www.AbelowPR.com. You can contact her at Lorraine@AbelowPR.com or 203-226-9247.