This course is designed to take you on a journey. Think of it as a self-paced workshop. Initially, you’ll delve into understanding the luxury traveller’s mindset—discovering their expectations, recognising the hallmarks of a Premium Experience, and exploring real-life examples. With this knowledge, you’ll reassess your own tour, meticulously refining and reconstructing it to align with newfound insights.

Each module below is broken down into short video lessons, some with further reading and insights, plus workbook activities to do along the way. 

Modules

Part 1 – Understanding the mindset of the luxury traveller
In this module, you’ll learn about what the luxury traveller seeks and expects, what the hallmarks of a Premium Experience are, and see some real-life examples. You’ll discover that with attention to detail and creativity, almost any tour can be turned into a Premium Experience.

Part 2 – The Building Blocks – Local resources & competitors
In Part 2 you’ll dissect all the local resources available to you, some of which you may not have considered before.

Part 3 – Brainstorm
In this section, having learnt about the hallmarks of a Premium Experience and researched additional resources, you’ll brainstorm different ways you might adapt your tour for the luxury market. By the end of Part 3, you’ll have a rough draft of your new product.

Part 4 – Product Refinement (Moments)
As you progress to Part 4, the focus shifts to meticulous refinement. Here, you’ll break down every moment of your tour, enhancing sensory factors, fostering connections, mastering the art of anticipation, and infusing personalised touches.

Part 5 – Putting it all together
In Part 5, you’ll reconstruct your tour into the magical, new, Premium Experience that you have created. This section also addresses pricing strategies and offers guidance on bringing your newly refined product to market.