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  • How is National Geographic reframing luxury travel?
  • How is National Geographic reframing luxury travel?
    World Bank, Creative Commons (2007) ©
CASE STUDY

National Geographic: curating a collection of rare retreats

Nearly $1 trillion was spent on luxury experiences in 2012, with travel and hotels accounting for half that figure. National Geographic hopes to appeal to the world-class traveller with its Unique Lodges of the World, but how can it convince HNWIs to ignore the breadth of choices online?

Location Global

Scope
The wealthy used to spend their money on fancy things – cars, watches and handbags. But today’s HNWIs are increasingly buying things to do and see. Of the $1.8 trillion spent on luxury goods and services around the world in 2012, nearly $1 trillion went towards experiences, with travel and hotels accounting for around half of that sum. [1]

Appealing to the world-class traveller, the National Geographic Society has launched its Unique Lodges of the World – a collection of boutique hotels in extraordinary places around the world. Each location has been hand-picked according to a set of ...

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