A new luxury travel brand, More Life VIP, has entered the tourism sector, catering for younger consumers seeking luxurious breaks. Initially focused on Ibiza, Mykonos and Dubai, More Life VIP creates bespoke holidays, with five star hotels and handpicked experiences.
New destinations including Malta and Marbella will launch in summer 2021, with Dubai bookings expected to be possible from September 2021.
More Life VIP’s target audience is Generation Z travellers (18-24) and Millennials (25-34). A survey of 300 Gen Z and Millennials undertaken by More Life VIP in April 2021 found the top luxury destinations for this audience were Ibiza, Bali, Mykonos, Dubai and the Maldives, with 7 nights being the favoured number of nights for 43.3% of respondents.
The survey also revealed that the majority of respondents (57.7%) will feel ready to travel between July and September, and 26.5% between May and June. Things that would put this group off travelling included vaccine passports, a concern for 29.1% of respondents, crowded areas (10.8%) and the necessity to take a pre departure covid test (9.7%). However, the biggest concern for this group was price with 77% saying they would be put off travelling by this factor.
Aspects of a luxury holiday that are important to this audience are the cheapest rates (50.5%), room upgrades (44.8%), early check in/late check out (37.2%) and excursions included with the booking (36.5%).
More Life VIP’s findings align with the European Travel Commission’s July 2020 survey with Generation Z travellers, finding that 47% prize value for money when choosing a travel destination, and 67% prioritised discovering local culture.
The CBI report that half of all luxury holidays are taken by Millennials, defining luxury not in terms of comfort but in access to unprecedented experiences. Millennials are 23% more likely to find travel brands though influencers, like vlogs and celebrity endorsements.
Charlie Reed travelled to Dubai with More Life VIP in January and is looking forward to returning when UK travel restrictions allow:
“Sitting around all day on holiday isn’t for me, so Dubai was perfect as there’s so much to see and do. We did an activity every day, like camping in the desert, riding dune buggies through the desert, shopping as well as time on the beaches. I get holiday inspiration from Tik Tok and Instagram but also from friends. I’ve booked to return to Dubai but other destinations on my bucket list are the Caribbean, Mykonos, maybe the Maldives. I want to go back on holiday as soon as I’m allowed to.
“It was easy to book with More Life VIP and the prices were good. The price has got to be right when you’re booking a luxury holiday but it’s about the value and the service level too. Coronavirus restrictions were changing non-stop whilst we were in Dubai, but I was able to ask any questions via WhatsApp and they got straight back to me. I decided to extend my stay and it was all sorted with one message.”
In Mykonos, More Life VIP preferred hotels include the Mykonos Grand Hotel, Mykonos Princess, Santa Marina Resort and Spa, Kivotos Mykonos and the Myconian Collection.
Ibiza preferred partner hotels include Ushuaïa Ibiza Beach Hotel, Hard Rock Hotel, The Grand Palladium White Island, Grand Palladium Palace Ibiza Resort & Spa, NOBU Ibiza Bay, 7Pines Kempinski Ibiza and BLESS Ibiza.
More Life VIP preferred partner hotels in Dubai include Five Palm Jumeirah, W Dubai- The Palm, Nikki Beach Resort and Spa, Palazzo Versace, Rixos Premium and Five Jumeirah Village. Experiences offered by More Life VIP in Dubai include luxury yacht charter, supercar rental, desert quad biking and dune buggy experiences, and desert safaris.
Aine McKenna is the General Manager of More Life VIP and says that Generation Z and Millennial travellers are ready to travel as soon as possible:
“More Life VIP has been built around the changing needs of the traveller, redefining luxury into a holiday that prioritises the experiential. Gen Z and Millennials define luxury through the destination too, whether it’s Dubai with its Michelin starred restaurants to the beach clubs of Ibiza, they want to experience the VIP lifestyle in an ultra-luxurious destination.
“It’s positive to note that Gen Z and Millennials are eager to travel this year with 84.2% looking at travel within the next 6 months. I know from personal experience and speaking to peers how desperate this group is to get out and travel. The luxury traveller has a higher disposable income, they are going to be the first people to travel but we’re mindful that price will be a big determining factor as to whether people travel or not this year.
“Through our exclusive deals with our partner hotels, we can offer More Life VIP customers exclusive rates and preferential offers such as upgrades and little surprises throughout their trip with us. It’s the details that go a long way and really make you feel like a VIP. Influencers are also important to Gen Z and Millennial travellers, and we’ll be working with the artists, DJs, athletes and luxury lifestyle influencers that really resonate with our customers.”
More Life VIP Prices
7 nights at the Myconian Villa Collection, 23rd – 30th August 2021, in a Prestige Guest Room with Sea View, bed and breakfast is from £1372 per person, including flights from Gatwick.
7 nights at the Hard Rock Hotel, 23rd August – 28th August, in a Deluxe Silver Room, bed and breakfast is from £933 per person, including flights from Gatwick.
7 nights at Ushuaïa Ibiza Beach Hotel, 23rd August – 28th August, in a Superior Double Club Room, bed and breakfast, is from £1033 per person including flights from Gatwick.
7 nights at the Palazzo Versace Dubai, 4-11th October 2021, in a Deluxe Room with City View, bed and breakfast is from £1099 per person, including flights from Gatwick, and from £1248 per person including yacht charter.
7 nights at Nikki Beach Hotel in Dubai, 4-11th October 2021, in a Covet Room, bed and breakfast is from £1699 per person, including flights from Gatwick, and from £1848 per person including yacht charter.
7 nights at W Dubai, The Palm, 4-11th October 2021, in a Fabulous Room, bed and breakfast is from £1481 per person, including flights from Gatwick, and from £1630 per person including yacht charter.