Luxury Travel Advisor - September 2007 - (Page 84) THE FACTS Defining Luxury Across the Cultures Luxury consumers in the U.S. and Western Europe are similar in many ways, especially in the emphasis consumers place on experiences rather than what one has or owns, according to the Consumer Research Center of The Conference Board. The survey shows that the largest share of luxury consumers (44%) and the largest share of consumers in each country most strongly agree that “luxury is having enough time to do whatever you want and being able to afford it. So, for affluent ” consumers worldwide, time is the ultimate treat. Time is the most highly valued luxury (named by 35% of respondents as best matching their personal definition of luxury), then life experiences (25%), followed by having comfort, beauty and quality (18%). About one-fourth or fewer luxury consumers strongly agree that: Luxury is less about the material things one has or one owns and more about how one experiences life, a sense of happiness and satisfaction. Luxury is being comfortably well off and not having to worry about tomorrow. Luxury is the finer things in life that surround you with extreme comfort, beauty and quality. Luxury is the “best of the best” in all aspects of your life. Luxury consumers’ favorite pursuits worldwide include high-tech activities, such as using a personal computer, the Internet or a cell phone.Travel comes next, with 69% of luxury consumers worldwide reporting an interest. The most popular “status luxuries” owned across the countries surveyed were collections of antiques and rare items; original art, paintings and sculpture; and vacation/second homes. American luxury consumers led in ownership of antiques or collections of rare items. The next most widely owned status luxuries included collections of fine jewelry and watches, fine musical instruments and collections of fine wine and spirits. Chinese luxury consumers led the other countries in ownership of fine jewelry and watches and in fine wine and spirits. Other key cultural differences include: American consumers are noted for their interest in cable/satellite television, pets, physical fitness and health foods, electronics and investing in stocks and bonds. British consumers have strong interest in Internet and cell phone usage, videos/DVDs, wine, gourmet goods, health foods, avid book reading and cable/satellite TV. German consumers are more involved in reading books, attending cultural events, gardening and home furnishings. Italian consumers share many of the same interests as those in Germany, but they are more active in travel. French consumers are similar to those in Germany and Italy, too, but with an even greater interest in gourmet food and wine. The report was sponsored by Condé Nast Publications, Gucci Group, Gibson USA,The Ritz-Carlton Hotel Company and Tru Vue and is based on an online survey of 1,800 affluent consumers in the U.S., China, France, Germany, Italy, Japan and the UK. Respondents were over age 18 and in the top 25% income brackets. Maui Loves Travel Agents …become a Maui Specialist online today! The Maui Visitors Bureau Destination Specialist program is online and you can learn more about this award winning destination free of charge. Training programs are now available for all of Maui County. You can learn about the unique features of Maui, Moloka‘i and/or Lana‘i online. Once you have completed the online course and quiz, you will be certified as an online Specialist. Then you will be eligible to receive newsletters and order marketing materials such as gorgeous posters, postcards and Maui, Moloka‘i and Lana‘i Travel Planners. Your enhanced island knowledge should result in greater sales for you. To find out more go now to visitmaui.com/agents For the sixteenth consecutive year, Maui was voted “Best Pacific Island” in the annual Condé Nast Traveler Readers’ Choice Awards Poll. 84 LUXURY TRAVEL ADVISOR | September 2007 http://visitmaui.com/agents http://visitmaui.com/agents
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