Travel and hospitality. Puerto Rico has many luxury hotels for affluent visitors. Image credit: The Ritz-Carlton. By Sarah Ramirez. As affluents become more engaged with travel and look to diversify their destinations, tourism bureaus are employing different strategies to attract visitors with luxury expectations. Tourism tactics The ultimate goal of destination marketing organizations is to attract as many visitors as possible, including targeting affluent travelers to varying degrees.
Collaborating with luxury hospitality brands that have a local presence is one way DMOs can reach affluent travelers. Visit Bucks County encourages affluents to explore the Pennsylvania countryside. Image credit: Visit Bucks County. The organization is also working with the Four Seasons on the launch of a new hotel in Center City, Philadelphia opening this summer.
Guaracino said. Visit Bucks County, a county in southeastern Pennsylvania that neighbors Philadelphia, instead promotes upscale bed and breakfasts through social media and programmatic advertising. Aside from sharing luxury lodging options, organizations look to promote upscale experiences that resonate with consumers looking for more experiential travel.
The region has also found success positioning itself as a wedding destination. Bencivengo said. In the southwest U. According to Visit Arizona , the state has the highest concentration of luxury spas in North America and promotes its warm winter weather in markets such as Chicago and New York.
To target affluent travelers, tourism organizations also advertise with publications serving similar audiences. Leveraging its proximity to Mexico, Visit Arizona worked with Travesias magazine for a campaign that included an insertion of a Spanish-language travel guide.
