Luxury Travel Advisor - November 2007 - (Page 6) EDITOR’S LETTER On Sophisticated Travelers and Evolving Customers D Do the research and let your mind go wild with the possibilities of what a sophisticated, customized experience could entail. o you recall the song, “To Sir With Love?” Lulu sings it to Sidney Poitier in the movie of the same name. One of the song’s phrases goes like this: “How do you thank the one who has taken you from crayons to perfume?” In my mind, that could be Las Vegas as it raises a toast to Steve Wynn, chairman and CEO of Wynn Resorts, who is featured on the cover of this issue of Luxury Travel Advisor. Wynn, throughout the years, has pushed so hard to make Las Vegas a viable option for luxury travelers. At times, the quest to fulfill his vision has raised more than a few eyebrows and probably stretched finances more than he would have liked. But in the end, he always enhanced the standard of what visitors could expect from the city. Buffets no longer define the dining landscape; instead, name-chef establishments rule. Spacious guest rooms and cavernous bathrooms sporting luxury appointments in many cases have replaced the simple typical box environment to which guests were accustomed. When I interviewed Steve Wynn for the story in this issue, I inquired whether he felt the customer has been evolving right alongside Las Vegas. He agreed emphatically. “The expectation of everyone, because of their level of sophistication, is off the charts,” he reports. “It’s stimulating on one hand and it’s scary on another.” Wynn recalls a conversation he had with his friend, Steven Spielberg, on just this topic. “Spielberg says things that would have drawn a wow 15 years ago wouldn’t get a yawn today,” he laughs. That’s something we’re all dealing with, as agents, as writers, as editors … the question is, how do you impress a constituent who has access to so much information and the ability to travel to the far reaches of the world as they never have before? Take a good look at your clients. They’ve gotten 15 years older over the past 15 years; have their tastes and desires done the same? Are you trying to wow them for who they’ve evolved into or are you serving up the same list of vacation options you shared with them when they were newly married? If they’ve become more affluent over the years, are you suggesting itineraries that include only the obvious luxury locales, or are you drilling down to provide options that speak to their inner explorer? If you’ve taken your clientele from crayons to perfume, from young honeymooners to sophisticated adults, be sure you’re treating them that way. Moreover, follow Steve Wynn’s example by raising the bar on what you’re offering your clients before they ask for it. Do the research and let your mind go wild with the possibilities of what a sophisticated, customized experience could entail. Create a luxury experience your savviest clients haven’t even fantasized about. If you execute your vision properly and promote it in the right fashion, your customers will flock to you to share in your passion and your dreams. RUTHANNE TERRERO, CTC Editorial Director rterrero@questex.com 6 LUXURY TRAVEL ADVISOR | November 2007
For optimal viewing of this digital publication, please enable JavaScript and then refresh the page. If you would like to try to load the digital publication without using Flash Player detection, please click here.