Premier Spas & Romance - Summer/Autumn 2008 - (Page 9)

many of them as uncomfortable in their wealth, adding that, often, those individuals who make up the top percentage of America’s rich no longer desire to be the “neighbor on the street with the Hummer in his driveway.” Instead, Frank said, today’s high-net-worth individuals (HNWIs) yearn for life experiences that set them apart from their peers. To illustrate, Frank told the story of an acquaintance who traveled with his family to Antarctica, where they studied penguin migration for 10 days. Not only did his subject enjoy an extravagant 10-day expedition with his family, but when he returned home to regale friends with tales of his family’s journey, no one knew how much he spent to make it happen. The point, Frank said, is to sell values, not value. Among the things that those affluent travelers value most, Frank went on to say, are personal relationships. So when you’re planning your clients’ next getaway, keep that in mind, and plan a vacation that puts the focus on togetherness, whether it’s a group of close friends who want to retreat to a spa for a relaxing reunion, or a couple of newlyweds who want to bond over a truly unique vacation, the memories from which will stand the test of time. Turning the spotlight on a burgeoning demographic of young affluent consumers, Frank introduced a new term into the luxury lexicon: YAWNs—those who consider themselves “young and wealthy but normal.” This financially fortunate group is constantly searching for unique experiences and, too, values genuine relationships, Frank said. I was downright amazed, then, as a member of the audience during a particular discussion at the Summit, which saw four Gen-Y and Millenial guests, aged 15, 20, 24 and 25, take to the stage to name their likes, dislikes, wants and needs when it comes to consuming all things luxury. Among them was an articulate, cherubic 15-year-old Southern California high school student who counted among her shopping must-haves a trusted sales associate at her favorite Beverly Hills boutique. Moderator DeeDee Gordon of Look-Look Inc. used the term “Luxury 2.0” to describe this new brand of luxury these privileged www.premierhotels.com Hotel du Palais, Biarritz, France Corinthia Lisboa Hotel, Lisbon, Portugal youth have inspired, thanks to a level of connectivity that far surpasses that of any prior generation’s. Keep these au currant kids in mind as you carve out a sales plan—their parents may likely already be clients of yours who are waiting for the perfect excuse to take that much-needed vacation, and what better reason to take time off than to spend more quality time with their kids? On another note, the Summit was held at the gorgeous new Four Seasons Resort Westlake Village, which boasts a large, pristine spa of its own that’s home to the California Health & Longevity Institute. The Institute offers personalized programs—health, fitness and nutrition among them—that, when adopted into its clients’ lifestyles, aim to prolong a happy, healthy and harmonious life. Though my jam-packed schedule limited my spa time to a quick look around the reception area, I was fortunate to sample the Institute’s incredible cuisine throughout my stay (who knew that sweet potatoes and goat cheese went so perfectly together?), which alone kept my mood on the sunny side, my energy levels up and my appetite satiated through three long days of intensive interaction. Imagine what a visit there could do for your overworked, timepressed clients. And read on to learn about more hotels and resorts that promise to renew, reawaken and refresh. Lindsay Lambert is the managing editor of Premier Hotels & Resorts, Premier Spas & Romance and Luxury Travel Advisor magazines. Summer/Autumn 2008 | PREMIER SPAS & ROMANCE 9 http://www.premierhotels.com

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Premier Spas & Romance - Summer/Autumn 2008 Publisher's Letter Contents Editor's Letter Letter From Ritchie Markus Hotel du Palais Grand Hotel de la Minerve Grand Hotel Excelsior Vittoria Forte Village Resort Grand Hotel Villa Serbelloni Villa Aminta Corinthia Lisboa Hotel Hotel OMM Hotel Botanico & The Oriental Spa Garden Grand Hotel Bellevue Park Hotel Weggis Victoria-Jungfrau Grand Hotel & Spa The Bradmoor Amelia Island Plantation Half Moon Premier Spas Directory Collection of Free Services

Premier Spas & Romance - Summer/Autumn 2008

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