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Elite Traveler – ET Insider – September 11, 2008

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ET Insider – September 11, 2008

Elite Traveler Insider –

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September 11, 2008

Elite Traveler Insider

By Douglas D. Gollan, President and Editor-in-Chief, Elite Traveler Magazine  

Welcome to the latest issue of Elite Traveler Insider, the bi-weekly newsletter designed to update our top partners on trends in the private jet lifestyle. This information is provided to offer a better understanding of how to target these globetrotting elite travelers, their impact on your business and other trends that affect you. Remember, private jet travelers are paying up to $10,000 per hour to fly by private jet, so these super rich consumers could be and should be your best customer. We talk about them and how you can get more of them and more from them.

CONTENTS:

1. The $1.7 Billion Dollar Pay Day – Yes, In a Single Day!

2. Want To Learn About The Super Rich? Click Below

3. How Do We Bring You The Super Rich? Read On

4. Private Jet Travel By Super Rich Continues To Grow

5. Private Jet Travel: Facts and Figures

6. And A Bit About Our Award-Winning Editorial and Readers

Over 90 percent of today’s Super Rich are Self Made and over 80 percent of the Super Rich have made their fortune in the past 10 years. Now is the best time to make sure they know your brand. 86% believe Elite Traveler is a good showcase for luxury products.

1. The $1.7 Billion Dollar Pay Day – Yes, In a Single Day!

U.S. Taxpayers will be paying $200 billion for the government bailout of Fannie Mae and Freddie Mac and main street investors have lost billions thousands of dollars at a time. Yes, the Mass Affluent are suffering with higher unemployment, continued job threats, and increased living expenses.

So why is Bill Goss smiling? Goss, who regularly earns personally a billion dollars a year, recorded a $1.7 billion payday in a single day by betting that the funds would be taken over or go under, according to The Financial Times.

And for the future, what is Goss predicting? “A financial tsunami” is possible, he says.

Another sign that luxury marketers need to aim their focus on the Super Rich like Goss: In Hollywood, actor Nicolas Cage is paying $666,000 in back taxes. However, Cage doesn’t seem to be hurting: Records show that staff at his four homes on two continents (Los Angeles, Rhode Island, The Bahamas and England) cost him $185,000 annually.

Where can you reach him? Try his Gulfstream. How do we know? According to the IRS, part of his back taxes were for improperly deducting personal travel expenses as business.

It’s why Elite Traveler, with our BPA audited distribution in over 2,000 private jet terminals worldwide and in-flight through caterers, management companies, corporate flight departments, etc., brings your message into the hands of the Super Rich who have not been touch by economic woes.

Don’t forget to search for your brand at www.elitetraveler.com/business. Forward the links to your clients and customers, and post it on your own site’s press room. If you have a press release or a new product you’d like us to feature, send it to me at douggollan@aol.com and we’ll post it for you!

2. Want To Learn About The Super Rich? Click Below

The worsening economic conditions mean that many companies are re-evaluating their media strategies. The easy money of second mortgages and the like that enabled the Mass Affluent to trade up to luxury have obviously changed.

Elite Traveler’s business website offers you a variety of tools to learn more about what the Super Rich are buying, what makes them buy, and what publications they’re reading. We highly recommend that you start to ask publications about readership with a $1 million + Household Income as a good target during this period.

Resources include the following links:

http://pr-dbetmg-elite-traveler.pantheonsite.io/business/research.html

Elite Traveler / Prince & Associates 2008 Affluent Consumer Spending Study Elite Traveler / Prince & Associates 2007 Holiday Spending Survey Elite Traveler / Prince & Associates Market Volatility Impact Study Summer 2007 Spending Survey 2006 The New Jet Set: A Psychographic Analysis of Luxury Spending 2005 High Net Worth Readership Analysis

The latest media stories from around-the-world on trends with the Super Rich and Mass Affluent are at the link below:

http://pr-dbetmg-elite-traveler.pantheonsite.io/business/press.html

To plan your public relations and advertising, a 2009 Editorial Calendar of scheduled features is at the below link:

http://pr-dbetmg-elite-traveler.pantheonsite.io/business/press/4aeditcalendar.pdf

An overview on how you can combine Elite Traveler, elitetraveler.com and our Luxus private jet terminal marketing platform is at the below link:

http://pr-dbetmg-elite-traveler.pantheonsite.io/business/100percentbrandawareness.pdf

While the world’s economy today is unsteady, one thing is for sure: The wealthy consumers flying aboard private jets are your best bet, and only Elite Traveler delivers these elite travelers to our advertisers through our BPA audited circulation aboard private jets in over 100 countries, including Russia, the UAE, Kuwait, Qatar, Bahrain, Oman, India, Singapore, Korea and China. All with one ad buy!

3. How Do We Bring You The Super Rich? Read On

Elite Traveler brings to the luxury advertiser the most affluent and targeted audience ever available through media. The Median Household Income of our readers is $2.28 million with an Average Household Income of $5.3 million.

For a comparison to other magazines and newspapers, go to http://pr-dbetmg-elite-traveler.pantheonsite.io/business/overview.html

Our primary screen are those Elite Affluent (defined as having a Net Worth of $10 million +) who travel by private jets or mega-yachts.

Distribution includes: Private Jets Mega Yachts Pro sports team locker rooms and training facilities targeting professional athletes and their families Top private clubs Top suites at top hotels, and First class commercial airline cabins and lounges on key intercontinental long-haul routes.

Through our more than 4,000 distribution agreements worldwide we are able to deliver our magazine directly onto private jets and luxury yachts. As this audience is constantly traveling globally, our worldwide circulation means we reach them wherever they are in the world – and, most importantly, in a venue where they have time to read and relax.

This targeted, BPA-audited circulation means your ad message isn’t being sent to a home that won’t be visited for months or sorted out by a gatekeeper at the office while your potential customer is sunning in St. Tropez or skiing in Aspen!

Elite Traveler has a guaranteed rate base of 125,000 and circulation of 130,953 (BPA Audit June 2008 ; – BPA Member Since 2002).

Elite Traveler’s BPA audited circulation aboard private jets and mega-yachts in over 100 countries means your ad is guaranteed to reach the highest spending luxury audience in the world no matter where they are from and where they happen to be today – each issue is read by 318,000 readers with a Household Income of $1 million +, the highest of any magazine or newspaper in the world! Sources: 2007 Prince ET/MMR for others

4. Private Jet Travel By Super Rich Continues To Grow

London Executive Aviation (‘LEA’), one of Europe’s largest private jet charter operators, reports that two clear trends are emerging in the charter market as the economy slows.

At the top end, there continues to be strong demand for large cabin private jets by Very High Net Worth Individuals, whose lifestyles appear unaffected by the economic malaise. However, in the corporate market, many businesses are downsizing to a new generation of small, four-passenger jets in order to conserve travel budgets.

“The charter market looks to have come off its recent high, but demand is still well ahead of traditional levels. That suggests that people have really embraced private jet chartering as a time management tool,” says chief executive Patrick Margetson-Rushmore. “What stands out in particular is that, rather than stopping flying, businesses are downsizing to smaller, greener jets.”

“With the advent of the latest small aircraft, customers are rightly choosing not to pay for jets larger than they need – the average group size is 2 to 3 people, so why waste money on acres of empty seats?” he says. “Companies don’t want to spend Rolls-Royce money on BMW journeys.”

The economic slowdown has coincided with the introduction of a new generation of entry level business jets, generally termed Very Light Jets, or VLJs. The first fully operational aircraft in this class is Cessna’s Citation Mustang, and in June 2008 LEA became Europe’s first Mustang fleet operator. These new aircraft offer the time-saving benefits of private aviation in a more compact, affordable package. A Citation Mustang can fly up to four passengers non-stop to virtually any European destination, at speeds approaching 400 mph; however, with Mustang charter prices 30-40% below those of conventional mid-size jets, private jet travel can now be had for the same price as a turboprop aircraft.

“When we ordered our Mustang fleet five years ago there was no way of knowing how the economy would be today,” says Margetson-Rushmore. “However, the current climate really plays to the aircraft’s strengths. For the average European private flight the Mustang should be your weapon of choice.”

LEA also operates a range of large cabin and super midsize aircraft, including the Embraer Legacy and Bombardier Challenger 300, which remain in demand with the wealthiest travelers. “P Diddy may have gone back to scheduled airlines, but there are plenty who haven’t,” says Margetson-Rushmore. “The best-heeled customers are still prepared to pay for spacious cabins, advanced in-flight entertainment and ample baggage storage. Once you’ve flown at that level you don’t want to go back – there would have to be a spectacular financial meltdown before these customers considered queuing at Heathrow.”

While the world’s economy today is unsteady, one thing is for sure: The wealthy consumers flying aboard private jets are your best bet, and only Elite Traveler delivers these elite travelers to our advertisers through our BPA audited circulation aboard private jets in over 100 countries, including Russia, the UAE, the U.S., Mexico, Brazil, Kuwait, Qatar, Bahrain, Oman, India, Singapore, Korea and China. All with one ad buy!

5. Private Jet Travel: Facts and Figures

Private Jet Travel is the fastest growing segment of the luxury market:

  • Over 15% of flights in the U.S. are by private jet
  • There are over 1,000 daily private jet flights in key markets such as South Florida, New York and Los Angeles
  • Private jet travel in Europe and around the world is growing rapidly. For example, there are more private jet flights into and out of London than daily British Airways flights
  • Orders and deliveries of private jets have increased by close to 50% in the past five years
  • Worldwide, there are over 25,000 private jets operating, more than twice the number of commercial airliners

Private Jet growth is projected to continue its upward trend:

  • Honeywell projects that customers will accept 12,700 new private jets by 2013, valued at over $125 billion
  • Rolls-Royce projects an additional 5,000 Very Light (regional) Jets to be delivered in the same period
  • The Federal Aviation Administration projects that private jet flight hours will increase by 300% over the next 10 years

Don’t forget to search for your brand at www.elitetraveler.com/business. Forward the links to your clients and customers, and post it on your own site’s press room. If you have a press release or a new product you’d like us to feature, send it to me at douggollan@aol.com and we’ll post it for you!

6. And A Bit About Our Award-Winning Editorial and Readers

Elite Traveler’s unique editorial is specifically targeted to the private jet lifestyle, from its oversize format and high-quality glossy paper to the beautiful pictorials of the best suites and villas in the world. Industry experts agree: Elite Traveler has won over a dozen awards for excellence in editorial and design.

Articles provide detailed information readers can’t find anywhere else, such as the names of the best therapists at top spas, and direct phone numbers for resort general managers. With the most knowledgeable editors covering key categories such as watches, jewelry, fashion, automotive, spirits and travel, Elite Traveler is an indispensable personal assistant for the ultra-wealthy to find the best in true luxury products and services, as noted in an independent survey: 91% consider Elite Traveler higher quality than other magazines 89% find content in Elite Traveler they don’t find in other magazines 88% like Elite Traveler’s design and format 86% believe Elite Traveler is a good showcase for luxury products

A MAGAZINE THAT CALLS READERS TO ACTION 69% have purchased accessories seen in Elite Traveler 68% have purchased jewelry from Elite Traveler 68% have selected a hotel or resort for a meeting or event from Elite Traveler 65% have purchased apparel from Elite Traveler 58% have chosen a hotel or resort from Elite Traveler 56% have purchased a watch seen in Elite Traveler 40% have purchased real estate or vacation club memberships from Elite Traveler

Every issue provides the most diverse coverage of their private jet lifestyle, mirroring their globe-hopping travels and position as opinion-leaders.

Elite Travelers who lead today’s private-jet lifestyle – annual activity and buying habits:

Travel:

  • 41 trips per year
  • $404,000 spent on yacht rentals
  • $224,000 spent on events at hotels
  • $168,000 spent on villa and chalet rentals
  • $157,000 spent at hotels and resorts for personal use
  • $138,000 spent on cruises
  • $107,000 spent on spas
  • $98,000 spent on experiential travel
  • 92% personally select the hotels and resorts they stay in
  • Only 2% consider price when selecting a hotel or resort

Real Estate and Home Enhancements:

  • 70% own multiple $1 million + homes for personal use
  • 47% belong to 2 or more golf clubs
  • 17% are primary decision-makers in commercial real estate activity
  • 58% are always interested in acquiring new real estate
  • $542,000 spent on personal home enhancements
  • 30% are re-decorating and renovating the interior of residences ongoing
  • 73% personally select specific brands, technology and styles

Automotive:

  • $226,000 spent on luxury automobile purchases
  • Own/Lease 4.4 vehicles for personal use
  • 85% plan to purchase or lease a luxury vehicles in the next 2 years

Fashion/Watches/Jewelry:

  • $248,000 spent on jewelry
  • $147,000 spent on watches
  • $117,000 spent on fashion
  • 95% don¹t have an annual budget, but buy what they want
  • 82% consider themselves trendsetters
  • 82% shop seasonally for fashion
  • 75% say what they wear influences others

Spirits, Dining and Entertaining:

  • $29,000 spent on wine and spirits
  • 45% purchase by the case
  • 65% entertain at home 3+ times per month
  • 35% dine out (lunch and dinner) 5+ times per week
  • 82% consider themselves trendsetters
  • 82% shop seasonally for fashion
  • 79% influence others in selection of wines and spirits

Source: Prince & Associates, 2004-2006

Luxury research consistently shows the best customers of luxury goods and services have a Household Income of at least $400,000 + and preferably $1,000,000 +. Elite Traveler delivers more luxury “best customers” than any other magazine.

Luxus Networks can bring your brand front and center with the world’s wealthiest consumers in over 100 private jet terminals throughout North America. Programs start from $1,000 per month. Contact Kimaada LeGendre at klegendre@elitetraveler.com for more information!

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