affluent consumer
DESCRIPTION
Kick off presentation at the 1st annual Luxury Vacation Rental Conference Nov 17-19, 2010. (Hosted by LuxuryRealEstate.com).TRANSCRIPT
Luxury Vacation Rental Conference
Nov 17-19, 2010
The Affluent Consumer
How many are there?
Where are they?
Who are they?
What are they doing?
Definitions
HNWIs (High Net Worth Individuals) are
defined as those having investable assets of
US$1 million or more, excluding primary
residence, collectibles, consumables, and
consumer durables
Ultra-HNWIs are defined as those having
investable assets of US$30 million or more,
excluding primary residence, collectibles,
consumables, and consumer durables
HNWI Population up 17.1% (08-09)
Source: 2010 World Wealth Report, Capgemini and Merrill Lynch Global Wealth Management
8.28.7
9.510.1
9.610
0
2
4
6
8
10
2004 2005 2006 2007 2008 2009
Population (in Millions)
Where Are They (HNWIs)? US, Japan and Germany still account for 53.5%
Source: 2010 World Wealth Report, Capgemini and Merrill Lynch Global Wealth Management
Africa1%
Middle East4%
Latin America5%
Asia-Pacific30%
Europe30%
North America30%
HNWI 2009 Population
Where Are the Ultra-HNWIs?
Source: 2010 World Wealth Report, Capgemini and Merrill Lynch Global Wealth Management
Africa2%
Middle East4%
Latin America12%
Asia-Pacific21%
Europe22%
North America39%
Ultra-HNWI 2009 Population
So is the key to just target the HNWIs?
Don’t Forget About the HENRYs
High
Earners
Not
Rich
Yet
HENRY: coined by Fortune writer Shawn Tully
Those with incomes between $100,000 and $249,999
Willing to pay for superior quality and
performance, but when all things are
equal, they won't spend a penny more
just to wear or own a name brand
Smart shopping and targeted money-
saving strategies are the new status
symbols with luxury consumers today
Pam Danziger, President
Unity Marketing
So the World has
Changed Since 2007
Unemployment rates concerning
All we really know
is we don’t know
Let’s deal with it
Here’s what we know…
the average American traveler took
four leisure trips during the past year
and spent more than $3,500 on
leisure travel services.
Source: Peter Yesawich, YPartnership
Source: Peter Yesawich, YPartnership
Source: Peter Yesawich, YPartnership
32% took at least one vacation
within a 50 mile drive radius of
home as an alternative to traveling
a greater distance.
LavishResourceful
Value
70% of HNWI on it
17% use it dailySource: SEI Quick Poll, October 2010
(and other social networks)
50% of HNWI have noticed a
marked decline in the
customer experience*
*Source: The Luxury Institute
The future of vacation rentals…
Ideas on how to grow our revenue…
Strategies to educate and obtain good owners…
How to become resourceful marketers….
How to differentiate your brand…
Strategies to deliver ‘delightful’ guest experiences…