Branded podcasts and luxury tourism: a new love affair?

Badly damaged during the covid19 period, the tourism industry is now recovering in Europe, Asia and the United States. But what about luxury tourism? On closer inspection, we can already see that luxury tourism is following the same path... Nevertheless, the pandemic has given rise to new approaches to enhancing the value of luxury travel. Is this just a trend or a real strategy? That's what we're going to find out in this article on the link between the luxury tourism industry and podcasting.

Branded content and the luxury tourism sector: a new love affair?

Luxury and digital

95% of luxury brands had positive growth in 2022. Yes, the luxury goods industry is doing very well - in fact, it's doing better than most sectors.

But what has driven this growth? In a nutshell? Digital. In several? E-commerce, NFT and the Metaverse. Yes, the pandemic has accelerated the digital transformation of the luxury sector, and it shows no signs of slowing down.

Tourism and podcasting

The creation of tourism podcasts increased by +33% between 2019 and 2020...Yes 33% according to a Podtra study (With a significant amount of luxury tourism brand podcasts in this lot). No need to spell it out, this suggests that there is a growing interest in podcasts among travel brands. But the real question is why? Why use podcasts as a means of communicating and connecting with travelers?

Why are luxury tourism brands launching podcasts?

Marriot Hotel, Four Seasons, Shangri-la... Luxury tourism brands and luxury destinations alike are getting into the podcast business.

Reaching listeners who love luxury tourism

One of the reasons luxury travel brands invest in podcasts is that they offer a unique opportunity to reach a highly engaged and receptive audience.Podcast listeners tend to be an audience :

• High-income earners,

source: Cloudincome

• Educated and interested in a wide range of subjects, including travel.

source: Statista

Attract a younger audience to your destination

Generation Y and Generation Z prefer to consume passive content (during which you can do something at the same time).As proof, in 2021, 41% of Americans aged 12 or over listened to podcasts every month, compared with 26% in 2018 (Edison Research and Triton Digital).This makes podcasts an ideal medium for luxury travel brands.

Podcasts to enhance the customer experience

Whether it's helping visitors to :

• Plan their trip,
• Find out what to do on site,
• Remembering their trip.

Podcasts meet a modern demand for improved customer experience. Indeed, audio content allows for greater personalization for visitors. Visitors can check in to their hotel while listening to the audio:

• The sizzling food they'll enjoy that night.
• They'll take a relaxing stroll through picturesque neighborhoods while you introduce them to the best local artisan stores.
• Tell them about the history of your city center as you pass luminous murals and breathtaking buildings.

How do luxury tourism brands get into podcasting?

Luxury travel brands use podcasts in a variety of ways.

To present their properties and services

For example, a podcast allows a luxury tourism brand or a luxury destination to evoke :

• Where the hotel is located,
• What kind of services it offers,
• Opening hours of these services

Share ideas and tips on luxury travel destinations

Here again, a podcast enables a luxury tourism brand to :

• Discuss attractions,
• Talking about food,
• Talk about local events in your destination.

Podcasts give the destination a voice about what's happening at that very moment.

Promoting the values of luxury travel

82% of travelers say they want to travel more responsibly in the future.(Virtuoso study) Worse still, 60% of luxury travellers consider sustainability when choosing a travel brand. Sustainability and responsible travel are therefore an integral part of modern luxury travel. And here again the podcast, and its capacity for audio immersion, can promote the values of the luxury tourism brand and above all the actions taken. Convinced? Don't leave just yet, we've put together an article inspired by luxury tourism brands that have already launched their podcasts to inspire you.

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Avner UZAN