Luxury Travel Brands Can’t Afford to Be So Far Behind in Digital Engagement

Since Skift’s luxury coverage launched in April, we’ve scanned hundreds of luxury websites from custom concierge sites to those of refined luggage brands. While many luxury travel services have deliciously designed websites, many seem to lack the innovation that might be evident in their services, and have simple sites with little online engagement. It is because luxury clients are perceived as part of older, more analog generations? Are their customers booking over the phone or through travel agents, rendering companies' digital presences an after-thought? Airbnb Emerging as a Factor Luxury brands that fail to develop sophisticated digital presences and purchase pathways are beginning to face competition from Airbnb, which many stakeholders did not believe had the potential to touch the luxury sector. “Airbnb became a real competitor for luxury brands when they started offering a luxury premium range of stays for their guests, with an incredibly easy-to-use booking sy