Delivering luxury to a broader demographic

Paul Gorman is Senior Manager – Owner Engagement at Luxury Escapes, an e-commerce platform based in Australia. ITB Berlin News asked him about his business and its main focus.

Luxury Escapes is at its core a strategic marketing acquisition platform that works with our selected partner hotels to deliver new guests (and incremental revenue) from outside their existing distribution channels.

What are the main trends you are seeing in terms of buyer demand?

Our market demands a great experience, and if I look at the Australian and New Zealand Markets it is becoming more prevalent that consumers are more savvy about what represents a great deal.

CONSUMERS ARE BECOMING MORE SAVVY ABOUT WHAT REPRESENTS A GREAT DEAL

What were you hoping to achieve at this year’s ITB Berlin?

I set out to introduce Luxury Escapes to a broader market and drive new campaigns with new hotel partners in regions that we have not showcased as yet.

Are you interested in particular travel themes?

I am focused on higher end luxury hotels and resorts, looking for independent and more boutique management companies that have hotels and resorts in locations that we believe we can drive new business to.

How important was the speed dating organised at ITB for you?

It is important, however, as I am looking for a certain type of product, it would be good to be able to segment the speed dating into product genres as I believe this would enhance the experience and ensure that most meetings are relevant to what both sides of the table are looking for.

Why did you decide to join the ITB Berlin Buyers Circle, and what, for you, are the key advantages of being a member?

I have been a member of Buyers Circle now for four years, and each year it has allowed me to be far more ef cient in my time management at ITB. It is such a big show with a lot of ground to cover, Buyers Circle allows to be more strategic in my planning.


Photo: Paul Gorman Senior Manager – Owner Engagement, Luxury Escapes