After a turbulent year for the travel industry, and as holidaymakers begin to set their eyes on their favourite destination for a well-deserved getaway, Little Emperors offers the perfect platform in which to book that long -awaited holiday. The travel industry’s best kept secret, Little Emperors, is now delighted to reveal it’s 10-year roadmap to evolving into a successful luxury hotel members club which has an impressive 4,000 luxury hotels globally on its books and 35,000 members. Data from the last 10-years reveals Little Emperors growth in memberships, hotel partners, bookings and explores how booking patterns have changed especially over the last year. Offering a lowest rate guarantee and added benefits for members, Little Emperors brings value to luxury which travellers will no doubt be seeking for the perfect post pandemic trip.
Increase in Membership Base
Between 2009 and 2015 the number of Little Emperors members increased 10-fold from 1,500 to 15,000. This number then more than doubled to 32,000 members in 2020. Through collective purchase power, Little Emperors is able to offer members unparalleled preferred rates at luxury hotels with incredible benefits. Little Emperors also promises a lowest rate guarantee and will inform members if a rate has dropped since the time of booking. Looking after its members to this level, it’s really no surprise that Little Emperors has a 98% member retention rate.
Increase in Hotel Partners
Beginning with 1,000 partner hotels in 2009, Little Emperors now has an impressive portfolio of over 4,000 properties, from 5-star luxury hotels to design city boutiques. In 2020 Little Emperors won the Four Seasons best new preferred partner award and is the largest preferred partner of Leading Hotels of the World.
Increase in the Number of Bookings
Despite the Covid-19 pandemic and travel restrictions in place, Little Emperors had over 10,000 bookings in 2020. This is quite the feat for a travel company with so many restrictions in place throughout the year. The number of bookings increased rapidly from 100 in 2009 to 20,000 bookings in 2015 and Little Emperors predicts 2021 to be the best year yet in terms of bookings, as members have more desire than ever to get away.
Improved Forward- Thinking Technology
Investing time and energy over the years into improving its technology, Little Emperors has created an easy-to-use app with a four-click booking system, enhancing the user experience for members on the go. The most recent updates include a six-month calendar feature, an availability alert, rate updates to ensure members are always receiving the best price, access to floor plans and an all-new WhatsApp customer service feature. With forward thinking technology at its heart, Little Emperors members will save back the value of their membership fee after just one booking and will receive the ultimate personalised experience.
The Change in Booking Travel Trends
Data collected by Little Emperors over the past ten years reveals the change in travellers’ attitudes, particularly in response to the pandemic. From an increased length of stay, one way flight tickets and increase in leisure travel to shorter booking times, flexible booking policies and a focus on health, wellness and slow travel.
- Increased Length of Stay From 5 To 9 Days – The rise of the workcation and single flight destinations
With working from home becoming the new normal over the last year, it’s unsurprising that Little Emperors has seen an increase in length of stay from 5 to 9 nights. Hotels have introduced working from holiday packages, enhanced Wi-Fi and are providing services to aid working from a hotel room. Throughout the past year, Little Emperors found that 70% of bookings were extended after guests checked in as many travellers saw an opportunity to work from abroad for longer periods of time. Little Emperors predicts that this trend will continue as members travel more sustainable and less frequently, looking to visit single flight remote and safe destinations for a longer length of time.
- Changing Ratio of Business to Leisure Bookings – The rise of the leisure booking
One of the most surprising changing booking patterns for Little Emperors is the impressive growth in leisure bookings. 2009 saw 60% of bookings fall under business and 40% under leisure compared to 10% business and 90% leisure bookings in 2020. No doubt enhanced by the pandemic; the evolution of Little Emperors leisure bookings is an impressive feat.
- Flexible Booking Policies & Shorter Lead Times – COVID resultant bookings trends
Following uncertainly around travel over the course of the last year, advance planning has become increasingly difficult for travellers. As a result, Little Emperors has identified a significantly shorter booking lead-time following Covid-19 as travellers are subsequently choosing to book last minute. Hotels have had to adapt by introducing flexible cancellation policies as this proves to be more and more important for perspective travellers when choosing their final destination. These new emerging bookings trends are expected to continue over the next year and are a resultant sign of the times following the global pandemic.
- Prioritising Health & Wellness – The rise of the wellness holiday
Health and wellness have been growing trends over the last few years and continue to be in the spotlight as travellers prioritise health and wellbeing after a year of being cooped inside. Not only are spa hotels more popular than ever, but Little Emperors members are increasingly interested to know about a destinations’ health services and access to hospitals in case of emergency.Little Emperors has identified the demand for longer stays, particularly for wellness programmes which allow guests to slow down and gradually explore a destination and all it has to offer.