LAdvisors for Access, Not Basics
About half of luxury travelers use advisors, primarily for hard-to-plan or high-access trips, not for routine leisure. Self-planners want control and trust their own research.
For luxury travel advisors, it means positioning themselves as curators, not middlemen.
For travel brands, this means equipping both advisor and direct channel marketing toolkits to deliver personalized discovery and booking experiences aligned to the traveler's multi-channel preferences. Nearly half of luxury travelers don’t use advisors, so ensure your site and booking tools are as good as your concierge.
Quote from the Tribe:
“I use a travel advisor when it’s a more complicated trip, especially somewhere I haven’t been before.”
Commercial Takeaway:
Refine content by channel. Advisor materials should sell exclusivity and rare access. Brand.com should enable high-autonomy travelers to plan with similar nuance.
Message us to discuss how your approach compares.
About the MODIV Tribes Series
Since 2022, MODIV’s always-on Mindset® study has engaged more than 48,000 frequent travelers across 25 countries. Our mission: decode the why behind traveler behavior—so travel and hospitality brands can act smarter, faster, and with greater commercial precision.
Our Tribes series distills what hospitality leaders need to know—direct from the source. Each quarter, we engage Business Travelers, Luxury Travelers, Zillennials, and Meeting Planners through our proprietary Mindset® study, then translate what we hear into strategic insights you can use.
This isn't one-and-done research. Each week, we go back to a tribe to test sharper questions based on what you tell us you need to know. Got a question you want answered? We invite you to add your voice in the comments or reach out directly.
About the Luxury Travel Tribe
This study reflects insights based on a blended qualitative and quantitative session with 87 travelers from 9 countries who are high-net-worth and prioritize luxury hotel brands and ADRs.