The Luxury Travel Industry’s Most Overused Buzzwords
Photo Credit: Someone enjoying a swimming pool. What luxury words should be banned? Pixabay
Skift Take
While journalists are never in favor of banning speech, we are all in when it comes to retiring clichés, shibboleths, and truthiness. See if any of the travel marketing "hidden gems" mentioned below make your list.
Obviously, Skift is not in favor of suppressing speech. But we, along with many experts in the field of high-end branding, do think that certain terms have passed their usefulness.
Anyone who has any knowledge of travel marketing is all too familiar with hackneyed clichés such as "hidden gem" or "something for everyone." Well, luxury travel has its own set of overused chestnuts.
Let’s start with the word luxury itself.
“True luxury whispers, it doesn’t need to come into the room and scream. In marketing the concept, there should be nuance in tone and language,” said Stewart Colovin, executive vice president and chief creative officer at MMGY Global.
One such nuance — avoiding use of the word ‘luxury” as a descriptor.
“If you define yourself as luxury, you’re not luxury,” said Jacq
