AS the eighth International Luxury Travel Market (ILTM) in Cannes, France, closed its doors, feedback from the world’s definitive collection of luxury experiences and VIP buyers indicated that the event exceeded all expectations.
Claudia Roth, vice president, Europe, Middle East, Africa, The Leading Hotels of the World, Ltd and the event’s platinum partner said: “For me ILTM is the single most important luxury show in the industry calendar. The concept of bringing together qualified buyers with suppliers is a winning combination.”
The Address had the largest number of buyer appointments on the UAE stand, Amit Arora, corporate director of sales and marketing, Emaar Hospitality Group and Emaar Hotels & Resorts agreed saying: “Through the participation of The Address Hotels and Resorts, the hotel brand owned and operated by Emaar Hospitality Group, we highlighted our global growth plans as well as the successful operations of our five hotels in Dubai.
“By reaching out to a discerning audience globally, we underscored the effectiveness of our hotel brand’s three key drivers – location, service and tangible guest benefits.
“The Address is setting a new niche in luxury hospitality and we are confident that our presence at ILTM will further strengthen business in terms of guest arrivals and globally through more partnerships.”
Lore Koening, director of sales and marketing The Chedi, Oman said: “It’s our fourth time. Buyers are very positive. It is the most civislised of all trade shows because of the way it is organised. There have been no bargain hunters. All have been very professional and we have had many positive discussions on how to do business over the coming year. Overall it has been very useful.”
Trevor Owen, vice president sales, IHG Europe added: “The attendance here seems better than before. More robust. We have had more appointments confirmed this year than last and there has been an excellent quality of media here.”
And a representative for first time exhibitor The Maria Callas Experience said on the first day the brand was due to have 27 pre-scheduled appointments but actually conducted 46.
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First timer Sharon Leonhardt, Travel Traits, Australia, summed up the show from a hosted buyer perspective saying: “I have been able to see at ILTM in three days what would take me years to achieve if I had to contact everyone individually. The show’s success deserves to be attributed to how well it is organised and planned.”
Stuart Burford, sales director, Limecard Ltd, a hosted buyer from the UK commented: “It has been a very good show, better than last year. I have launched a new ticket business and the show has created great opportunities for me particularly with the World Cup in South Africa. Looking ahead, while last year was tough, this year has been upbeat and we are doing a lot of corporate business, so we just have to be more creative in what we do!”
A highlight of the event was the ILTM Ultratravel Forum which covered two key issues with a panel of industry experts: ‘Keeping Luxury Relevant in Today’s Market’ and ‘The Future of Luxury Travel’.
Important points raised included:
• ‘The need to exceed expectation; to achieve magic, luxury is about the software not the hardware’ - Andres Ergas, president Nomads of the Sea
• ‘Surprise and delight customers, anticipating their desires while delivering meaningful experiences’ - Daniel Levine, founder and executive director, Avant-Guide Institute
• ‘Our single most competitive advantage is our people and our culture. It is about empowering the front line and giving them the framework, relying on them to judge how best to interact with clients’ - Tom Storey, president Fairmont Hotels.
The panel concluded that key emerging luxury markets would focus on China, India and Russia.
Commenting on the success of ILTM 2009, exhibition director Debbie Joslin said: “ILTM 2009 is all about relevance. What we have established over eight years is a private-club environment that successfully matches buyers with suppliers to do business. The last three days has shown the importance of ILTM as the meeting place for the world’s most elite luxury suppliers and most discerning international travel buyers. The buzz and atmosphere on the show floor has been electric.
“The introduction of new initiatives like the ILTM Ultratravel Forum and focus forums as well as speed networking has provided the industry with new opportunities to discuss, negotiate and place business.
“It was clear that many saw this year’s ILTM as a future barometer on the luxury travel market sector. It has been particularly pleasing that the sector can look to 2010 with confidence and renewed optimism.”
The inaugural ILTM Ultra.travel Awards recognised the best luxury travel experiences from around the world, as voted for by the users of luxury travel community www.ultra.travel and the participants of International Luxury Travel Market www.iltm.net. The winners were presented their awards by Apollo 11 Astronaut, Dr Buzz Aldrin celebrating the 40th anniversary of one of man’s greatest travel achievements - the first moon walk.
The winners were:
Europe: Red Travel, Italia in Ferrari, Italy
Middle East: Jumeirah Bab AI Shams, Dubai
Africa: Singita Game Reserves, Southern Africa
Asia Pacific: Amanresorts - Aman at Summer Palace, Beijing
Americas: Explora - Atacama Desert, Chile