WHAT’S INSIDE

Part 1: The Luxury Traveller Persona Suite

Four fully built personas representing today’s highest-value traveller segments:

The Cultural Collector

Motivated by depth, knowledge and cultural access.

The Privacy Seeker

Motivated by discretion, protection and ultra-tailored experiences.

The Conscious Voyager

Motivated by sustainability, impact and meaningful connection.

The Devoted Returner

Motivated by trust, familiarity and long-term relationships.

Each persona includes:
✓ emotional drivers
✓ decision-making psychology
✓ spending patterns
✓ trust signals
✓ red flags
✓ messaging angles
✓ content ideas
✓ recommended journey styles

Part 2: The Luxury Travel Messaging Playbook

A complete messaging framework to sharpen your brand expression.

Includes:
✓ tone of voice principles for luxury travel
✓ the keywords and language UHNW travellers subconsciously respond to
✓ headline formulas for homepages, itineraries and ads
✓ 20 compelling social captions
✓ 10 long-form email templates (nurture + post-enquiry + follow-up)
✓ storytelling frameworks for cultural and experiential travel
✓ do’s and don’ts of speaking to a UHNW audience

Part 3: The Brand Differentiation Toolkit

To help you stand out in a saturated luxury market.

Includes:
✓ positioning statements
✓ narrative exercises
✓ competitor benchmarking framework
✓ differentiation map
✓ a clarity workshop you can run internally
✓ tagline prompts
✓ brand values development guide

Part 4: Website & CRM Conversion Tools

Optimise your digital touchpoints for trust and enquiry.

Includes:
✓ luxury travel website audit checklist
✓ itinerary structure template
✓ website microcopy examples (CTAs, menus, intros)
✓ 10 high-conversion subject lines
✓ the perfect enquiry follow-up sequence
✓ WhatsApp / email responses for UHNW leads
✓ win-back scripts

Part 5: Bonus — 30 Days of Ready-to-Post Content Ideas for Luxury Travel

A done-for-you calendar that aligns storytelling, psychology and brand building.