The bling factor

The Gulf Countries are well-known for their obsession with the biggest and the best and the hospitality industry often bears the brunt of their quest to outdo and impress.

Opulent facilities such as the Burj Al Arab, Emirates Palace and soon, the Burj Dubai and Atlantis, The Palm, are just a sample of how the GCC's bid to wow the crowds has manifested itself.

However, times are changing and while these impressive ventures do indeed, appeal to the masses, the more discerning travellers are turning their back on such public displays of grandiose decadence in pursuit of a more subtle and sophisticated approach.

In fact, research conducted by International Luxury Travel Market (ILTM), which is staged in Cannes each year and showcases the crème de la crème of the world's most luxurious travel products and services has discovered that ‘bling' is no longer in.

ILTM's findings reveal that while the much publicised credit crunch has not impacted the spending power of the rich and famous, it has altered the way in which they spend their wedge.

It is no longer acceptable to blatantly ‘flash the cash' when society is plagued by the symptoms of an economic slowdown.

Instead, big spenders are opting for anonymity and rather than hang out in OTT hotel lobbies that are deemed the place to be seen, they are hiding away on hard-to-reach private islands in exclusive boutique resorts that offer ‘barefoot luxury'.

According to ILTM, they are not so much concerned about their carbon footprint when travelling, but more focused on the exclusivity of their mode of travel and their accommodation.

In short, examples of luxury properties that can now be accessed by the masses are no longer sought after by top-end clientele.

So what does this mean for the Middle East's travel and tourism industry?

Well, firstly, the market is becoming saturated with ‘luxury' properties, but just how many of them will appeal to the top-end market remains to be seen.

Dubai in particular is a luxury destination that has become accessible to the masses and so there is a gap in the market for hotel owners and developers to create unique, private and exclusive properties that only the real VIPs can get access to.

In fact, companies such as Six Senses Resorts & Spas believe there is a real opportunity to introduce its "intelligent luxury" proposition to the region, starting with its Zighy Bay property, tucked away in a bay on the Mussandam Peninsula. Anantara is looking to do the same, with a resort project for a remote location near Abu Dhabi's Liwa in the pipeline.

While hotel groups should re-think their brand propositions when targeting the top end, so the travel trade should look at how to cater to their needs, from mode of transport to the accessibility of accommodation on offer.

The harder the location is to reach by the masses the better - think access by speedboat, private jet and helicopter only.

Subtle sophistication is the discerning traveller's penchant while bling has become the drawcard for mass tourism.

Gemma Greenwood is the senior group editor of ITP Business' travel & hospitality magazines.

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