A new survey of extremely wealthy hotel guests reveals that they hate rip-off prices, being disturbed, being identified by staff as exceptionally rich, having to wait for anything, and hearing the word `no` in response to their special requests…
A new survey of extremely wealthy hotel guests reveals that they hate rip-off prices, being disturbed, being identified by staff as exceptionally rich, having to wait for anything, and hearing the word `no` in response to their special requests. Their preferences include inconspicuous service and having their favourite foods, drinks and other indulgencies remembered and anticipated by the hotel.
These are among the conclusions drawn from the latest LUX Trends survey of 70 international hotels which form part of the Small Luxury Hotels of the World brand. The hoteliers are forecasting increases in leisure travel in 2004 of around 12%, and predict a 9% increase in business travel. Overall, the global brand has 309 member properties in 50 countries.
The SLH hoteliers estimate that at least a quarter of their guests are probably dollar multi-millionaires. The average expenditure per couple during a three-day stay is likely to exceed 2500 USD, but can rise to 5000 – 7500 USD or more if suite accommodation is booked.
Different types of wealthy guest can be classified by their attitudes to spending. The biggest proportions, at around 25% each, are the `loaded but still cautious`, and the `modest and not status-conscious`.
Those most likely to spend without thought are the `young and rich` (around 15%) who are learning to consume conspicuously, the `exhibitionists` (12%) who show off loudly and deliberately, and the `hedonistic` (11%) who like their pleasures non-stop. The category of `fake wealthy` (8%) comprises those who only pretend to have money.
The `newly rich` (5%), who include lottery winners, sportsmen and women, `C`-list celebrities, wannabe fashion models, and those who have inherited money tend to be the least refined guests and it is possible that they may lack a traditional sense of taste. These are the types who choose wine by the price and not the label, may drink red wine with ice, or could select a vintage claret to wash down a pizza or a club sandwich.
Comments Brian Mills, global spokesman for Small Luxury Hotels, no hotelier is every judgemental about guests, but clearly it makes sense to apply psychology in order to interpret the intriguing and varying personality traits of the super-rich.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
