Virtuoso(R) Concept Inspires Clients to Travel: Investing Time Wisely Increases Your 'Return on Life(TM)'
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Virtuoso(R) Concept Inspires Clients to Travel: Investing Time Wisely Increases Your 'Return on Life(TM)'
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Category: Worldwide - Industry economy
- Trends / Expert's advice
This is a press release selected by our editorial committee and published online for free on 2008-10-30
Desire for life experiences keeps people traveling despite economy
Virtuoso(R), representing its worldwide network of 300-plus member travel agencies, has launched a new consumer campaign, 'Return on Life(TM)' (ROL), celebrating the idea that today, a rich life is not measured by personal possessions, but by time well-spent with loved ones on journeys to new destinations and the memories created by these experiences. The campaign reflects the travel patterns Virtuoso has seen with the network's clientele of high-income households, which indicates a shift in consumer motivation and expectations regarding travel. This shift is consistent with recent trend reports that show consumers are still collecting life experiences, most notably in the way of travel, even as their appetite for acquiring luxury goods slows.
According to Matthew D. Upchurch, CEO of Virtuoso, "We are now facing a time of economic uncertainty and naturally people are taking time to reflect on what's important to them: personal fulfillment and enrichment, quality time with family and friends, and the opportunity to detach from their everyday worries and de-stress. 'Return on Life' encapsulates these desires, and travel is one of the best conduits to achieving a higher ROL."
Virtuoso says the concept will be reflected in all consumer-facing marketing, focusing on what is important, explaining that money can be lost and made again; however, time, once gone, is irreplaceable. Virtuoso emphasizes the importance of working with a knowledgeable travel advisor, someone to trust with an asset as valuable as free time. At a time when discretionary spend, even for the affluent, comes with careful consideration, a professional advisor can provide travelers with a confidence and advocacy that starts with the planning process and stays with them throughout their journey.
A recent polling of more than 250 Virtuoso member agency owners and managers in six countries supports the ROL concept, as demonstrated in their own businesses. Thirty-six percent of those questioned said their domestic and international leisure travel is the segment most insulated from the current economic situation. Demand for ten-day-plus vacations is leading requests for three-to-five-day trips by almost double, indicating that travelers continue to seek out more fulfilling experiences from their vacations in lieu of quick getaways and long weekends. Nearly half of polled travel advisors said they saw no increase in cancellations over recent weeks, and forty-two percent stated that their 2008 revenues are outpacing 2007, providing further proof that travel remains on the forefront of consumer spend.
As Virtuoso unveils the various aspects of its ROL campaign, consumers will access a dedicated web site to find advertisements supporting the concept. The network's own award-winning publications, VIRTUOSO LIFE and Insights, will continue to build on the focus of authentic travel experiences that capture ROL, beginning with the January/February 2009 issue. The editorial content from current and past issues is available for online viewing at www.virtuosolife.com. Advertisements explaining 'Return on Life' will begin to appear in the network's publications by December 2008 and online immediately. Travel opportunities that focus on life stages and personal fulfillment as well as value-oriented options, all of which are available through a Virtuoso travel advisor, will be available at www.virtuoso.com/returnonlife.
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