Luxury Products and Services in Tourism - Recap C5-6

Until the 1990s luxury was a closed and very ........... universe.

Luxury is often associated with:

• rarity

• class

• affordable

• quality

Uniqueness of a luxury product refers to:

• Creativity that assures a certain style

• Production of it on a large scale

• Quality in fine material / fabrics

• An established tradition of knowledge, skill, expertise

The image reflected by the brand and the product is named .......

In case of luxury tourism, communication of the brand is .................. and addresses aspirations of a particular group of consumers.

.............. luxury is often only available to older generations and their families.

New luxury refers to:

• consumers with “old” money

• brands with tradition, like Prada or Rolls Royce

• taking care of yourself

• today’s luxury is tomorrows standard

The ............ is willing to trade up and purchase luxury products if these products are perceived to offer something extra.

For the Hybrid Luxury Consumer it is important to:

• show status amongst their peers

• have emotional ties with the purchased product

• buy products having their own history

• buy products of high quality, but not so expensive

When money comes from personal long term success , this means that the person is associated with:

• New luxury

• Old luxury