Luxury Gets a Status Boost From Cold Temperatures
Photo Credit: The Conrad Osaka 40 Sky Bar and Lounge. The use of cool elements like steel, glass, and metal in hotel architecture could help convey a sense of luxury. Conrad Hotels & Resorts
Skift Take
Travel marketers need to think outside the box. The icebox, that is. A new research study reports that temperature can impact consumer perceptions of luxury and status.
Luxury Travel News
The Skift New Luxury column is our weekly column focused on the business of selling luxury travel, the people and companies creating and selling experiences, emerging trends, and the changing consumer habits around the sector.
With winter fast approaching (sigh), luxury travelers in the Northern Hemisphere are seeking sun and warmth. Aside from skiers and penguin-seekers, most winter vacationers will be heading to balmy climes.
Yet a newly released study from two esteemed international universities finds that luxury is synonymous with cold. The headlines are screaming, "Consumers Associate Cold with Luxury" and "Cold Temperatures Linked to High Status." Reading beyond the headlines, however, shows that this phenomenon applies mainly to luxury products, not experiences.
For the most part, travel is considered a warm experience. And we aren't just talking temperatures. Travel means hu
