Northstar

www.travelweeklyweb.com www.travelweeklyweb.com JUNE 2014 | TRAVELWeekly AsiA ■ | 9 luxury travel Fullerton Bay Entrance The Upper House HK Studio 70 harbour view and digital entertainment eating into quality time in the evenings and weekends – and with families now living further apart, reconnecting the extended family has become more of a priority than ever. What better way to do that than plan a vacation? The expectations of these groups are varied, with some looking to visit an exotic locale that no one in the group has experienced before, while others want to show younger generations a favorite experience of their past. Distance and, in many instances, cost are no longer hindrances, which means that the Baby Boomers will both drive an influx of inbound travel to destinations across Asia Pacific and have more options than ever when looking to travel abroad. The businesses that will have the most success with multigenerational travelers are those that offer customized accommodations, activities, and even food choices for everyone in the family, not just the ones paying for the trip. • The Corporate Road Warrior Efficiency, connectivity and comfort are the quintessential must-haves for busy globe-trotting executives. With schedules filled by back-to-back flights and meetings, today's road warriors expect that their hotel experiences keep them on schedule and sometimes, even fast- track them from place to place, with demands including streamlined check-in and check-out procedures, fast, reliable WiFi connectivity, and modern creature comforts such as a well-equipped gym that is open whenever they need it to be. Independent hotels and small hotel groups are becoming popular choices among this group for their ability to provide individualized amenities and personal attention at all hours of the day. While each of these profiles has unique needs, the common denominators that link them all as the nouveau luxury traveler, are desires for flexibility, customization, and authentic local experiences. Travel service providers have come to realize that they need to offer all of the above to satiate the needs and wants of this group, which is why the market is shifting to more bespoke and independent offerings, especially within the hotel space. By and large, most luxury travelers know what to expect with the chain brands that consistently deliver a quality yet homogenized e x p e r i e n c e i n d e s t i n a t i o n s a c r o s s t h e globe. It is the independent hotel, however, that can truly deliver the authenticity and personalization that nouveau luxury travellers are seeking, presenting unique characteristics and a one-of-a-kind hospitality experience, that allows travellers to "live like a local" without foregoing the luxury experience. Just as the idea of the nouveau luxury traveler continues to evolve, so does the conversation surrounding hotel loyalty p r o g r a m s . M a n y t r a v e l e r s s e l e c t c h a i n hotels for the sole purpose of being able to accumulate enough loyalty points to treat their loved ones to a special vacation. Preferred Hotel Group's iPrefer is the first global guest loyalty program that rewards travelers with points for choosing the i n d e p e n d e n t h o t e l e x p e r i e n c e . L u x u r y travelers no longer have to choose between the unique perspective of an independent hotel experience and the appeal of a points- fueled loyalty program – it presents the best of both worlds. T h i s n e w l o y a l t y p r o g r a m – a l o n g with the company's rich 45-year history o f c h a m p i o n i n g t h e i n d e p e n d e n t h o t e l experience, and a carefully curated portfolio of 650 stunning independent hotels, resorts, and small regional hotel brands in more than 85 countries – is what makes Preferred Hotel Group a collection the nouveau luxury traveler can count on for unique and bespoke experiences. Despite the ever-changing profile and demands of the luxury traveler, the company and its member hotels are owned and operated by people who have a true passion for the art of hospitality, and the business acumen to react swiftly to evolving travel trends. This flexibility allows Preferred Hotel Group to satisfy the aspirations and requirements of luxury travellers around the world – no matter how quickly they come about – with offerings of distinct programming and customized services, even along the road less travelled.

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