When it comes to luxury brands, French fashion icon Chanel is leading followed by the researchers SLH themselves and Hermes. Other deluxe brands, loved by travelers are Prada, Louis Vuitton and Gucci, not much of a surprise really. The respondents also ranked the most necessary in-room hotel accessories, saying Nespresso or a coffee machine is their favourite (58% of them). The iPod docking system is also a must-have, at least according to 22.8% of the travelers. Looking at the mini bar, the top choice beverage across all markets were wine, beer, and champagne. However, 38.7% of Germans prefer soft drinks over spirits, beer or even snacks. Coca-Cola is the most referred brand in the mini bar, although a large portion of Russians say they would opt for Evian. Brits on the other hand love Bombay Sapphire, while Australians prefer the more exquisite Moet & Chandon.
But how do wealthy travelers pick up a hotel? The most important feature of the perfect luxury hotels for them is “character/charm”, followed by a 5-star rating. German and Russian holidaymakers say they also prefer a hotel that provides privacy and intimacy, while for tourists from China and Hong Kong, the personal experiences are more attractive. Most of the travelers (51.5%) say a Michelin star restaurant is needed, while 48.5% of all markets and the majority of Russia and Germany will pick up a rooftop bar. Hotel guides or concierges are more important than in-room destination guides, showing that luxury travelers appreciate the personal attitude and the attention. In addition, most travelers prefer Wi-Fi access over complimentary breakfasts.
From Wi-Fi access and champagne to massages for pets, the survey shows how extravagant rich people can be sometimes. While some of their expenses are merely unreasonable, others are clearly outrageous, but we are discussing trends in luxury travel after all.