We commonly use the word “premium”. In trade, it means an additional benefit, a gift for the consumer. In tourism, however, we hear about a premium tourist, premium tourism, premium destination and even premium experiences. This is obviously a mental shortcut. Does it mean more wealthy and more spending a tourist, more expensive destination, “more for less”? Is it therefore a tourist who expects luxury, luxury products? Under the term “luxury tourism” we can name niche products, such as: staying in luxury 5-star hotels with spa facilities, cruise ship, travels related to luxury shopping or individual and personalized trips with authentic experience. Luxury refers to everything you can get that is diverse, unique and exclusive. It does not respond to demand, does not satisfy mass desires. It is a product or service that is available to everyone, but not all of them can reach it. Similarly, luxury in tourism takes shape to the extent that instead of the price, emphasis is placed on value, which is now measured by the consumer’s experience. The less it is, the higher the price may be. Europe is a key source market for luxury tourism. It is growing rapidly because Europeans are increasingly choosing experiences related to ownership. It drives the luxury tourism market. If we can combine this with unforgettable experiences and a personal approach, we have great opportunities in the luxury tourist market.
Or maybe premium tourism is based on something else, especially in nostalgic historical cities and a differently defined luxury? Since these cities are an increasingly desirable place to visit but are struggling with the phenomenon of hypertrophy, this is in contradiction with the marketing principle that the more the brand is mass, the more it loses its luxury. Is there any way out of the trap of too wide brand recognition and the resulting price reduction? Maybe you have to create new products that are strong enough and separate so that they do not pull the brand of the destination down and associate it with the term “premium”? Is the experience that visitors to historical cities have a premium experience? Do outdoor sports events, music festivals, congresses and conferences meet such expectations? Or maybe with the multiplying niches of tourists, the premium category should be defined differently?
These questions will be answered by panelists and participants of the second edition of the conference Historical Cities 3.0. titled “In search of a premium tourist”.
We invite you to participate in the conference, with outstanding panelists, original case studies.
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