For some, luxury travel might mean staying in a 5-star hotel. For others, it might mean taking an exclusive, once-in-a-lifetime trip. And for others still, it might mean simply being able to relax on vacation without having to worry about the day-to-day grind.

Premium brands focus on high-quality products/services and innovation, targeting clients who desire the best and can afford it. Luxury brands, on the other hand, emphasize prestige, lifestyle perception, and exclusivity, and cater to an elite clientele with societal status and connections.

Luxury travel is associated with exclusive and unique experiences, as well as more personalized services. When making a purchase, high level travelers first choose the destination and then the on-site service, preferably exclusive boutique hotels followed by international hotels.

Advertising is focused on Facebook, Instagram and Display channels. (i) Top luxury brands emphasize spending on traditional marketing channels, such as Facebook and Instagram. Mirror their efforts on these platforms.