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Article: Targeting the affluent. (Luxury Travel Expo Update).(selling to affluent travelers)
- Article from:
- Hot Rod
- Article date:
- May 19, 2003
CopyrightCOPYRIGHT 2003 Advanstar Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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When selling to the affluent traveler, you should sell an experience, not a product," says Larry Pimentel, chairman and CEO of SeaDream Yacht Club, a high-end cruise line that sells a yacht-type experience. Pimentel, who moderated a panel on marketing to the high-end customer at last year's Luxury Travel Expo, likens the experience to clothes shopping. "It may look good on the rack, but it becomes a real experience when you try it on," he says. "If the experience fits and feels good, then it is amazing how the price diminishes in importance."
Indeed, that's the key to selling to the affluent: the price diminishes in importance if the experience not only fits ...