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Travel and sustainability: Transforming for the future

Article • Nick Blenkarne, WARC Exclusive, May, 2021

Sustainability is an increasing consideration in the travel category.

Chinese consumers swap travel for luxury shopping sprees

News • 20 August 2020

With international travel increasingly difficult, Chinese luxury consumers are indulging in shopping sprees instead, according to a new study by consulting firm Agility Research & Strategy.

Will domestic travel ever compensate for foreign travel?

Opinion • Hui Wen Tow, August 2020

TBWA’s Hui Wen Tow looks at the potential future of travel as the COVID-19 pandemic continues to disrupt and alter how consumers satisfy their wanderlust.

The future 100

Article • Research on WARC, January 2020

The reign of Big Tech is coming to an end and as we look at the year ahead, 2020 will see irresponsible companies and figureheads being held accountable for wider social and environmental issues.

The future of luxury hospitality, as Rosewood Hotel Group sees it

Article • Low Lai Chow, Event Reports, Skift Forum Asia, May 2019

Rosewood Hotel Group is taking a considered approach to its international ambitions as it further evolves its brand with changing traveller tastes.

World market for luxury goods

Article • Euromonitor Strategy Briefings, June 2019

A regional overview of the world market for luxury goods with key trends shaping luxury goods and an analysis of leading companies and brands in the segment.

Secrets Resorts: Leveraging broadcast television and custom content

Case Study • Katherine D. Perez, Monica Olivio Crane, Caity Lamb, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2018

Secrets Resorts & Spas, a luxury hotel chain, used a partnership with TV network ABC to appeal to affluent women in the US.

Competitive strategies in luxury goods

Article • Euromonitor Strategy Briefings, November 2018

Looks at the state of play for luxury corporates, as well as the competitive landscape and competitive outlooks.

Marina Bay Sands: Come Alive at Marina Bay Sands

Case Study • James Honda-Pinder, WARC Awards for Asian Strategy, Entrant, 2018

Marina Bay Sands, a hotel and leisure resort in Singapore, used an integrated campaign across Asia under a new brand platform to increase visits and revenue.

The role of influencers in luxury travel

News • 08 October 2018

Everyone likes a freebie and they don’t come much than better than a stay at a luxury resort, but the value of using social media influencers in this context may be limited to younger travellers and even then the resort may not benefit directly

Understanding the luxury traveller

Article • Brian Carruthers, Event Reports, MRS Luxury Research Conference, September 2018

Luxury travel is a big segment covering a multitude of age groups, emotional types, and decision-making variations; here’s how travel company COMO worked to understand it.

How content marketing drives luxury travel

News • 05 September 2018

SINGAPORE: The four Cs of marketing in luxury travel are “content, content, content and content”, according to a senior marketing expert in the area.

Content and customer personas drive luxury travel

Article • Low Lai Chow , Event Reports, Digital PR Strategies Conference, July 2018

Content marketing is essential to driving sales in the luxury travel category, with customer personas split into four distinct demographics.

Karma Group: Karma Club

Case Study • Marketing Society, Excellence Awards, Winner, Selling on a shoestring, 2018

Karma Group, a luxury travel and lifestyle brand, increased global awareness of its brand by inviting people to join a private members travel club with exclusive benefits.

The Future 100: Trends and change to watch in 2018

Article • J. Walter Thompson Intelligence, Research on WARC, December 2017

This annual report by J Walter Thompson Intelligence charts 10 emerging trends across 10 sectors that will shape marketing globally in 2018, spanning culture, tech, travel and more.

Wealthy Chinese head to London

News • 30 January 2017

BEIJING/LONDON: More than 6m Chinese are expected to travel abroad during the Spring Festival, with the UK among the top destinations for wealthy consumers keen to escape the country's pollution and tap into their love of British brands.

The future 100: Trends and change to watch in 2017

Article • Research on WARC, J. Walter Thompson Intelligence, December 2016

This annual report by J Walter Thompson Intelligence investigates the trends and emerging consumer behaviours set to shape marketing globally in 2017.

How P&O Cruises turned price demand into brand demand in order to shore up its future growth

Case Study • Rio Cosgrove, Maria McHugh, Lydia Mulkeen and Dino Myers-Lamptey, IPA (UK), Entrant, IPA Effectiveness Awards, 2016

This case study describes how P&O Cruises, a cruise holiday company in the UK, launched a media campaign to change its focus away from cheap deals, and to engage new customers and increase sales.

The changing face of luxury: what affluent consumers want

Article • Brian McGee, Event Reports, MRS Luxury Research Conference, September 2016

This event report details how GfK, a market research firm, has been examining why the luxury goods industry is forecast to remain in stagnation in high-growth and mature markets.

Art Series Hotels: Steal Banksy

Case Study • Cannes Creative Lions, Creative Effectiveness Lions, 2013

For this campaign, Art Series Hotels, an Australian luxury hotel chain, raised its summer occupancy rates.

Art Series Hotels: The Overstay Checkout

Case Study • Adam Ferrier and Lach Hall, WARC Prize for Innovation, Winner, 2013

Art Series Hotels is a boutique hotel chain operating in Australia which, each summer, experiences a downturn in sales due to its normal clientele, business travellers, not travelling.

British Airways Executive Club : Mosaic

Case Study • DMA (UK), DMA Awards, Silver, 2012

This UK DM campaign for British Airways targeted the airline's top 500 customers with a personalised book under the proposition 'Every detail matters', to raise awareness of its new first-class cabin.

Art Series Hotel: Steal Banksy

Case Study • Adam Ferrier, Matt Houltham and John Halpin, APG (AUS), Silver, Creative Planning Awards, 2012

Art Series Hotels, a group of luxury Australian hotels is primarily aimed at the business traveller.

Shangri-La Hotels & Resorts: It's in our nature

Case Study • Clarissa Tam, IPA (UK), Bronze, IPA Effectiveness Awards, 2012

Shangri-La, like other luxury hotel groups, suffered in the 2008-2009 recession but, rather than cutting prices, it used creativity to restore growth.

Emirates India: Guess where, fly there

Case Study • Toru Jhaveri, WARC Awards for Asian Strategy, Entrant, 2012

This campaign aimed to tell Indian consumers that the Emirates airline was useful for long-haul flights - not just shorter journeys to the Middle East.

The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.
Planning for the future of travel after COVID-19

Article • Will Grundy, WARC Exclusive, May 2020

Travel brands have been among the hardest hit by COVID-19, but can take action now to stay top of mind post-lockdown.
Voice of the industry: Travel after Coronavirus

Article • Euromonitor Strategy Briefings, August 2020

Highlights the results of Euromonitor’s Voice of the Industry: Travel and Tourism survey, alongside commentary and context from Euromonitor experts.
Future 100 Update by Wunderman Thompson Intelligence

Article • WARC Exclusive, May 2020

After the release of The Future 100 annual trend report in January 2020, news of a novel coronavirus started making headlines – this report tracks the new behaviours, cultural shifts and industry changes stemming from these sudden changes.
VietJet Air: When free is not enough

Case Study • WARC Awards for Asian Strategy, Entrant, 2020

Low-cost airline Vietjet Air took a non-traditional approach to sales promotion to boost ticket sales in Vietnam.
The future 100

Article • Research on WARC, January 2020

The reign of Big Tech is coming to an end and as we look at the year ahead, 2020 will see irresponsible companies and figureheads being held accountable for wider social and environmental issues.