Agents Selling Tips - Luxury Travel
04-May-2025
Category: News Stories
This month we're shining a spotlight on Luxury Travel in the Asia Pacific region. We've asked PATA Board Member & Partner of Chic Locations, David Kevan for his top tips on selling Luxury Travel
Let me start by saying Luxury can mean many things to different people – or even different things to the same person depending on specific requirements . To some it is might be cuisine options & staffing from around the globe , ornate multi coloured fountains and a room with top level contemporary comforts . With others it can be a simple spacious thatched roofed beach hut , one local cuisine restaurant , a less is more approach combined with desert island feeling of total escapism . Luxury appears in different forms places
So let me make this easy and write from personal experience . I have been fortunate to have been travelling to most of the PATA region since the mid 1970’s . Actually I have visited several way over a 100 times . I have seen them grow from infancy through teenager years and now into developed maturity . I have also have had the privilege of either working or even co -owing some of the most upscale UK tour operators with a deliberate flavour for the top end . Yes I have had a good life , never taken for granted and pleased to say still learning .
South East Asia has so much to offer on every level . Contrasting scenery and cultures , a real sense of adventure and discovery . And without doubt some of the very best priced hotels to be found anyway , be they classified as 2 or 5 star . OK rates have increased but at a much slower pace than other tropical areas . At Chic Locations we focus on luxury travel and I like to say our clients are more value conscious than price sensitive . They know that for the quality they want there will be a price tag – that can even be an enticement Unlike many of the more mass volume operators I do not equate value just with low cost . To me value is when your purchase over-delivers on your expectations .
Within the region you have some of the most acclaimed luxury hotels in the world . I think if you asked most UK high end operators for their most popular hotels for repeat clients and The Datai in Langkawi and The Sarojin in Khao Lak would be right up there at the top . And in my view Banyan Tree in Krabi and Intercontinental in Danang would be there for total class in style , facilities and location and are almost waiting to be discovered .
To me the region is about discovering the variety on offer . Yes it can be good as a beach holiday , but to me the real joy comes in a multi centre tour either combining places or countries , and all so easy to arrange . And even if you have been before , there will usually be something new to enjoy . This is what entices clients to return year after year .
So some tips , in no particular order :
*The region can be sold year round although most countries do have season variations . Taking Thailand just as an example , the Andaman coast ( Phuket / Khao Lak / Krabi ) is generally at its best weatherwise November to April . The spring/ summer I refer to as” Red Flag “ season – usually sunny , some rain but usually high seas . Koh Samui has the reverse pattern , with the spring / summer months the best time to visit . Peninsula Malaysia west coast is good in our winter , the much less known east coast is rather nice in our summer .
*If Clients are visiting Bangkok for the first time I think one of the riverside hotels is the best introduction . This area is so charismatic , especially if clients have chosen a river view room . Travelling by ferry , even for a short distance , is a special experience , as is travelling on the elevated sky-train metro which is a fun way to get around the city .
*In the same vein to me Hong Kong is best appreciated from a harbour view room , be it either Kowloon or Island side . The Star ferry linking the two sides is a must , as are the vintage trams . If time permits travel to one of the outer islands but try to make it on a less busy weekday rather than weekend .
*Of all the places in the region , Singapore is proudly organised and disciplined . An easy city to explore on foot and the only surprises are good ones . As such it is an ideal introduction and is a good gateway for onward travel to neighbouring countries . And in my view the very best range of cuisine – anywhere !
*If nature and wildlife are a requirement , Elephant Hills in southern Thailand is strongly suggested , especially in combination with Khao Lak or Krabi . Or Sabah & especially Sarawak on the Malaysia island of Borneo , just incredible for the adventurous traveller .
*To me Vietnam is best enjoyed as a comprehensive tour taking in the numerous attractions in the North , Central and Southern zones . So many cultural and historical contrasts . A real holiday of experiences . Yes the beaches in Danang , Nha Trang and Phou Quoc are good but they are not the reason Vietnam should be considered , it is so much more . The same applies to Thailand . Yes some very good beach resorts but the country is best appreciated by also visiting Bangkok , Chiang Mai or Chiang Rai in the north and then to one or maybe two the numerous beach options .
*Just on the beach resorts , generally you will find those closest to the airport ( say 45 minutes ) are the busiest . They can be crowded , especially if client requirements are also bar / restaurants and shopping . Several of these resorts rejoice in their reputations for being the” Benidorm or Ayia Napa “ of SE Asia , and have increasingly less appeal to the UK clients particularly at the top end . But travel one hour plus away and you have a totally different world – more beach , less bars and limited retail distractions . Depends of what the client is looking for , but rarely found in the same place . Maybe a twin centre could be considered – 4 nights of shopping and partying followed by 8 nights of almost total chill out .
*Maybe the same could be said about Bali ( Indonesia ) . Yes it has seen huge development in the last 15 years , and over tourism certainly applies to resorts within 45 minutes of the airport . But there are areas which have hardly changed in 25 years at least and they still have an authentic charm – but maybe not if nightlife & shopping are high on the priority list . The neighbouring islands , such as Lombok , are taking a much more considered view to development , certainly a slowly / slowly approach .
*Air travel . The region is served by national carriers , as well as BA on some routes , together with most of the Middle East Airlines and Turkish Airlines . Several of these have regional bases in the UK , and transiting in Abu Dhabi / Doha for example is much easier than changing terminal at Heathrow . Plus many give the option of a direct flight into a resort area . Its worth making comparisons especially if a higher grade of travel is required as corporate demand on the direct flights is high , reflected in the price .
*Local touring . It is interesting for me to observe that Latin Europeans / North American like to book local tours well in advance , whilst the UK client leaves it until the hours before , frequently depending on the weather ( Exception to this would be Vietnam where tours are usually included ) . Private touring might be more but it is much more personalised and can be modified by the clients , not the vocal majority . And in the realm of overall expense , the price difference is small , the greater enjoyment huge .
*Flexible thinking . Most of the luxury we use have early booking offers , with some significant price reductions varying by % from the date booked . Equally with our special rapport we can usually arrange some extra attraction . Hoteliers know if clients are happy they tend to spend more . This usually applies for 47 weeks of the year , so not over Christmas / Chinese & Vietnamese New Year / Thai Songkran / Easter when demand will totally exceed supply . But if clients have flexible travel dates the value and enjoyment can be considerably increased almost on a booking by booking . Of course this applies to hotels where the rapport is with an influential forward thinking individual rather than a rigid system that is trained to say no .
What trends are we seeing in the Luxury market . Certainly much more multi generation travelling – Grandparents / parents and children who have grown past the face painting stage . A real desire to visit lesser known places , to sample unique experiences yet without compromising hotel standards . Thailand is still leading the way on bookings , but Vietnam is performing strongly as is Borneo in Malaysia . Delighted to much more demand for multi centre touring . Clients are aware that booking early can have financial benefits , providing the terms are flexible . Instant purchase air tickets / hotel rooms can be attractive if you are 100% sure on your actual dates , much less so if there is some uncertainty which certainly applies to me ! Clients are shopping around , understandably , but some do have selective hearing and vision and sometimes are not exactly comparing like for like – for example travel to Khao Lak in June is going to be cheaper than March , for a reason . Little things that are obvious to us in the trade like whether service and taxes are included / excluded sometimes can get overlooked or “ misunderstood “ .
Generally the region is performing well . It is hard to remember that Covid only finished a couple of years back , so there is still pent up demand held over . Plus in these financially challenging time , the region continues to deliver outstanding quality and value .
Let me start by saying Luxury can mean many things to different people – or even different things to the same person depending on specific requirements . To some it is might be cuisine options & staffing from around the globe , ornate multi coloured fountains and a room with top level contemporary comforts . With others it can be a simple spacious thatched roofed beach hut , one local cuisine restaurant , a less is more approach combined with desert island feeling of total escapism . Luxury appears in different forms places
So let me make this easy and write from personal experience . I have been fortunate to have been travelling to most of the PATA region since the mid 1970’s . Actually I have visited several way over a 100 times . I have seen them grow from infancy through teenager years and now into developed maturity . I have also have had the privilege of either working or even co -owing some of the most upscale UK tour operators with a deliberate flavour for the top end . Yes I have had a good life , never taken for granted and pleased to say still learning .
South East Asia has so much to offer on every level . Contrasting scenery and cultures , a real sense of adventure and discovery . And without doubt some of the very best priced hotels to be found anyway , be they classified as 2 or 5 star . OK rates have increased but at a much slower pace than other tropical areas . At Chic Locations we focus on luxury travel and I like to say our clients are more value conscious than price sensitive . They know that for the quality they want there will be a price tag – that can even be an enticement Unlike many of the more mass volume operators I do not equate value just with low cost . To me value is when your purchase over-delivers on your expectations .
Within the region you have some of the most acclaimed luxury hotels in the world . I think if you asked most UK high end operators for their most popular hotels for repeat clients and The Datai in Langkawi and The Sarojin in Khao Lak would be right up there at the top . And in my view Banyan Tree in Krabi and Intercontinental in Danang would be there for total class in style , facilities and location and are almost waiting to be discovered .
To me the region is about discovering the variety on offer . Yes it can be good as a beach holiday , but to me the real joy comes in a multi centre tour either combining places or countries , and all so easy to arrange . And even if you have been before , there will usually be something new to enjoy . This is what entices clients to return year after year .
So some tips , in no particular order :
*The region can be sold year round although most countries do have season variations . Taking Thailand just as an example , the Andaman coast ( Phuket / Khao Lak / Krabi ) is generally at its best weatherwise November to April . The spring/ summer I refer to as” Red Flag “ season – usually sunny , some rain but usually high seas . Koh Samui has the reverse pattern , with the spring / summer months the best time to visit . Peninsula Malaysia west coast is good in our winter , the much less known east coast is rather nice in our summer .
*If Clients are visiting Bangkok for the first time I think one of the riverside hotels is the best introduction . This area is so charismatic , especially if clients have chosen a river view room . Travelling by ferry , even for a short distance , is a special experience , as is travelling on the elevated sky-train metro which is a fun way to get around the city .
*In the same vein to me Hong Kong is best appreciated from a harbour view room , be it either Kowloon or Island side . The Star ferry linking the two sides is a must , as are the vintage trams . If time permits travel to one of the outer islands but try to make it on a less busy weekday rather than weekend .
*Of all the places in the region , Singapore is proudly organised and disciplined . An easy city to explore on foot and the only surprises are good ones . As such it is an ideal introduction and is a good gateway for onward travel to neighbouring countries . And in my view the very best range of cuisine – anywhere !
*If nature and wildlife are a requirement , Elephant Hills in southern Thailand is strongly suggested , especially in combination with Khao Lak or Krabi . Or Sabah & especially Sarawak on the Malaysia island of Borneo , just incredible for the adventurous traveller .
*To me Vietnam is best enjoyed as a comprehensive tour taking in the numerous attractions in the North , Central and Southern zones . So many cultural and historical contrasts . A real holiday of experiences . Yes the beaches in Danang , Nha Trang and Phou Quoc are good but they are not the reason Vietnam should be considered , it is so much more . The same applies to Thailand . Yes some very good beach resorts but the country is best appreciated by also visiting Bangkok , Chiang Mai or Chiang Rai in the north and then to one or maybe two the numerous beach options .
*Just on the beach resorts , generally you will find those closest to the airport ( say 45 minutes ) are the busiest . They can be crowded , especially if client requirements are also bar / restaurants and shopping . Several of these resorts rejoice in their reputations for being the” Benidorm or Ayia Napa “ of SE Asia , and have increasingly less appeal to the UK clients particularly at the top end . But travel one hour plus away and you have a totally different world – more beach , less bars and limited retail distractions . Depends of what the client is looking for , but rarely found in the same place . Maybe a twin centre could be considered – 4 nights of shopping and partying followed by 8 nights of almost total chill out .
*Maybe the same could be said about Bali ( Indonesia ) . Yes it has seen huge development in the last 15 years , and over tourism certainly applies to resorts within 45 minutes of the airport . But there are areas which have hardly changed in 25 years at least and they still have an authentic charm – but maybe not if nightlife & shopping are high on the priority list . The neighbouring islands , such as Lombok , are taking a much more considered view to development , certainly a slowly / slowly approach .
*Air travel . The region is served by national carriers , as well as BA on some routes , together with most of the Middle East Airlines and Turkish Airlines . Several of these have regional bases in the UK , and transiting in Abu Dhabi / Doha for example is much easier than changing terminal at Heathrow . Plus many give the option of a direct flight into a resort area . Its worth making comparisons especially if a higher grade of travel is required as corporate demand on the direct flights is high , reflected in the price .
*Local touring . It is interesting for me to observe that Latin Europeans / North American like to book local tours well in advance , whilst the UK client leaves it until the hours before , frequently depending on the weather ( Exception to this would be Vietnam where tours are usually included ) . Private touring might be more but it is much more personalised and can be modified by the clients , not the vocal majority . And in the realm of overall expense , the price difference is small , the greater enjoyment huge .
*Flexible thinking . Most of the luxury we use have early booking offers , with some significant price reductions varying by % from the date booked . Equally with our special rapport we can usually arrange some extra attraction . Hoteliers know if clients are happy they tend to spend more . This usually applies for 47 weeks of the year , so not over Christmas / Chinese & Vietnamese New Year / Thai Songkran / Easter when demand will totally exceed supply . But if clients have flexible travel dates the value and enjoyment can be considerably increased almost on a booking by booking . Of course this applies to hotels where the rapport is with an influential forward thinking individual rather than a rigid system that is trained to say no .
What trends are we seeing in the Luxury market . Certainly much more multi generation travelling – Grandparents / parents and children who have grown past the face painting stage . A real desire to visit lesser known places , to sample unique experiences yet without compromising hotel standards . Thailand is still leading the way on bookings , but Vietnam is performing strongly as is Borneo in Malaysia . Delighted to much more demand for multi centre touring . Clients are aware that booking early can have financial benefits , providing the terms are flexible . Instant purchase air tickets / hotel rooms can be attractive if you are 100% sure on your actual dates , much less so if there is some uncertainty which certainly applies to me ! Clients are shopping around , understandably , but some do have selective hearing and vision and sometimes are not exactly comparing like for like – for example travel to Khao Lak in June is going to be cheaper than March , for a reason . Little things that are obvious to us in the trade like whether service and taxes are included / excluded sometimes can get overlooked or “ misunderstood “ .
Generally the region is performing well . It is hard to remember that Covid only finished a couple of years back , so there is still pent up demand held over . Plus in these financially challenging time , the region continues to deliver outstanding quality and value .
