Luxury tourism in Scotland is expected to break all records in 2025 – and hospitality businesses should prepare to make the most of the trend.
Speaking at Buell Hospitality’s recent Business Exchange networking event aboard Leith’s Fingal, Paul Charles – Richard Branson’s ex-communications director who now owns global PR operation The PC Agency – highlighted the ‘ever-growing interest’ in premium travel.
“This trend towards luxury reflects a broader shift, as travellers prioritise exceptional, meaningful experiences over quantity,” said Charles, whose own business advises governments, national tourism organisations, airlines and hospitality operators around the world, from offices in London, Sydney, New York, Dubai and Riyadh.
“Experiences are more cherished than ever, with a growing number seeking to indulge in luxurious stays that offer relaxation, rejuvenation and a chance to focus on themselves.”
Charles said that the luxury trend was evident in tourists choosing to invest in business and first-class air travel tickets, putting comfort and quality over economy.
“This commitment to holidays, according to the latest ABTA sentiment report, is also shown in how much people plan to spend on their holidays next year, with an increasing number planning to spend more – 31%, up from 28% – and 53% planning to spend the same.
“Pricing is key in the travel sector, but there is a new generation who are not spending as much on commuting, who are not buying as many cars, who are seeing a rise in their bitcoin or digital currencies and becoming wealthy overnight, who are spending more and prepared to pay whatever it takes to get somewhere they have not visited before, both domestically and abroad,” noted Charles.
“There is a transfer of wealth taking place that we have not seen for some time, partly due to generational hand-downs.”
Against that socio-economic background, businesses – and indeed countries – trying to attract new or repeat guests had to grasp the importance of ‘creating a sense of place, a sense of adventure and a sense of mystique’.
Speaking to an audience of 60 industry leaders gathered on Fingal for the Buell event, Charles also highlighted that 2024 had seen peak travel seasons extending into parts of the calendar that would traditionally have been undersubscribed.
“In Italy, for example, hotels have reported high bookings well into November and the Algarve in Portugal and coastline in Turkey, both favourites for summer holidays, are now drawing strong visitor numbers well into the autumn.
“Airlines are responding to this demand, extending traditionally seasonal routes well into the shoulder months and even adding frequencies,” he said.
“The same needs to apply in Scotland and the wider UK. We need to move on from the traditional peak periods and stretch into all-year round opening, with attractive pricing or events to welcome people.
“There is a demand for many to get away for a weekend, or on a Thursday night, and get away from the humdrum of working from home.”
Looking ahead to 2025, he predicted that travellers can expect more options for extended stays, immersive experiences, and unique itineraries that capture the essence of each season – no matter when they choose to take their holiday.
In a reversal of the old ‘holidays in the sun’ logic, Charles added that Scotland and the wider UK were becoming an increasingly appealing location for international travellers over the summer months, as they look for cooler temperatures, for so-called ‘coolcations’ away from the 42degree heat in the southern Mediterranean.
The latest research from PoB Hotels, a marketing collective which includes Scottish venues like Glenapp Castle, Prestonfield House, Fyfe Arms and Fingal itself, found that 60% of people interviewed intended to take three or more long trips in the UK over the next 12 months.
Almost half of that 2000 respondent sample said they expect to spend more on their domestic trips, with 44% saying that Scotland is their most ideal place to stay domestically.
Welcoming this optimistic outlook, Roddy Watt, CEO of Buell Hospitality, said that Charles had ‘an unparalleled vision’ of the ups and downs of the hospitality and tourism sectors and ventured that ‘his crystal ball is better than most’.
Buell Hospitality provides practical hands-on advice and support to independently owned hospitality businesses.
With over 30 business partner organisations operating under its umbrella, it prides itself on being able to provide ‘virtually anything’ an owner or operator could require by way of external support – revenue management to procurement, property to legal, marketing to technology, in a one-stop-shop service.
Buell will be launching its new ‘community’, Buell Connect, at ScotHot in February next year, promising to offer members a broad range of benefits and preferential terms from all of the business partner companies on its roster.
