A new research from World Travel Market London 2023, has revealed that “affordable luxury” is becoming more popular – despite the squeeze on many holidaymakers’ budgets.

The exclusive WTM Global Travel Report – compiled in association with researchers at Oxford Economics – has revealed that consumers generally remain determined to go on holiday and plenty are still prioritising upmarket options.

The report, unveiled on 6 November during the travel and tourism event taking place in London, says “affordable luxury” is becoming more popular “amid promising sentiment overall”.

It explains that this growth area in travel aligns with a broader trend for consumers to seek out new and unique experiences on holiday.

“After the pandemic and restrictions on travel, many have wanted to upgrade their experience…as consumers proactively catch up on missed tourism experiences,” says the report.

The report notes: “Consumers unaffected by economic downturns are likely to continue opting for luxury destinations.

The report cites United States consumer data from MMGY which suggests that the cost of living is having more of an effect on households with annual incomes under $50,000.

However, those earning more indicated a “high likelihood” of future travel.

Nonetheless, the report warns that some of the post-pandemic drivers of travel demand may have “gone into reverse in recent months”, posing a risk to continued expansion.

It points to persistently high costs and the recovery of sterling and the euro, which is making the purchasing power of the US dollar weaker in Europe.

The price of jet fuel is significantly higher than at the start of the year, putting pressure on air fares.

Consumers’ personal disposable income is also under pressure as their own transport and other living costs rise.

Despite these headwinds, the report notes: “Higher costs have not yet been a significant deterrent to growth and travellers appear willing to pay higher prices.”

“We are witnessing a remarkable resilience as people are still prioritising travel and many are seeking ‘affordable luxury’, such as higher rated accommodation or premium economy and business cabins instead of economy”, says Juliette Losardo, Exhibition Director at WTM London.

Meanwhile, the travel industry continues to face supply side problems, amid geopolitical events such as Russia’s invasion of Ukraine – and staff shortages still affect many markets because large numbers of workers switched to other sectors during the pandemic. 

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