This inaugural volume reveals the vital importance of emotional fulfillment, place identity (the psychological connection to a destination) and cultural immersion in the decision-making process of luxury travelers worldwide. Fairmont's first Luxury Insights Report explores the role of architecture, property development, and thoughtful preservation and restoration as emotional drivers that influence purchase decision. "Luxury guests are not only looking for warm and engaging service when traveling to world-class destinations, they are also following their hearts," said Jane Mackie, vice president, Fairmont Brand. "The emotional connection guests feel to each of our hotels is unique – whether it's finally crossing off a bucket list trip, exploring a new destination, or celebrating a milestone event. This industry-leading research demonstrates that the choice of a Fairmont hotel, be it historic or newly developed, often provides the sense of place and personal connection luxury travelers crave." Fairmont's Luxury Insights Report, which incorporates research and insights from multiple sources, including a brand-first ethnographic study conducted by Weinman Schnee Morais Inc. and data from market research firm YouGov, shows that guests choose a historic destination to make an emotional connection. In fact, many feel that historic hotels offer unique and ownable emotional benefits due to their ability to evoke "place identity". Additional report highlights include: - Place Identity: the psychological merging with the past; hotels with rich histories enable guests to feel like they are part of something meaningful, important and enduring. - Experience over Commodity: aligning social status with the consumption of experiences rather than material goods – luxury redefined; transforming "luxurious" travel from simply being pampered to creating unforgettable memories. - Cultural Immersion: a new type of cache amongst travelers; "I stayed at the Fairmont" is a clear demonstration of immersing oneself in culture, experience and history. Download the full report at Fairmont Hotels & Resorts (PDF 16 MB)