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VOYAGES: LUXURY TRAVEL PROGRAM FOR lvmh



A Proposed New Key Strategic Initiative For LVMH



Presented as a Press Release followed by Frequently Asked Questions, this project develops a unique strategic opportunity for LVMH to leverage its strengths in the luxury sector. Shared below is the Press Release on the day of the announcement of the planned initiative. and is aimed at giving a consumer-facing overview of the initiative and outlines the key features of the same.



©LVMH Hotel Management

Image Source: LVMH



LVMH ENTERS LUXURY TRAVEL, LAUNCHES VOYAGES AS A CONFLUENCE OF THEIR BRANDS & EXPERIENCES





In a long-anticipated move, true to their DNA, fashion and spirits brand conglomerate Louis Vuitton Moët Hennessy (LVMH) has consolidated yet another sector, this time luxury tourism. As an industry-first move, LVMH announced the launch of Voyages (Fr: Journeys, pronounced: voiy-aazg; vwa.jaʒ) as a member-only travel service that offers branded travel experiences through the confluence of the different maisons by offering a curated selection of services and products most coveted by discerning travelers. Touted as a global, brand experience journey, through their travel, the Voyageurs (as the program prefers to call their clients) have the opportunity to be immersed in the heritage of the different brands under the LVMH umbrella.


In 2006 LVMH first dipped its toe into luxury hospitality with its first 36-room Cheval Blanc luxury hotel, in France’s famed Courchevel ski resort and they have since opened Cheval Blanc hotels in St. Barts, St. Tropez, and the Maldives. The recent acquisition of Belmond was a move that solidified an expansion by the world’s best-known luxury consumer brand into yet another sector, travel, and tourism. When it comes to luxury lifestyle, LVMH is no slouch either. Their wines and spirits portfolio includes the world’s most famous champagne labels, Dom Pérignon and Moët & Chandon, along with champagne “rival” Veuve Clicquot. They own the most famous dessert wine, Château d’Yquem, ultra-collectible Bordeaux Château Cheval Blanc, and many of the biggest names in the spirits world including Hennessy cognac, Glenmorangie Scotch, Belvedere vodka, and many others. Their fashion division is even more dominant with a plethora of the world’s best-known brands such as Louis Vuitton, Christian Dior, Loewe, Kenzo, Givenchy, Fendi, Emilio Pucci, and Marc Jacobs. LVMH is also big in perfumes and cosmetics, luggage, and notably watches and jewelry with Bvlgari, Sephora, Rimowa, TAG Heuer, and Hublot to name a few.(1)


Through the Voyages initiative, Voyageurs can choose from an array of vacation options at select locations of the Belmond Hotels; in transit, they will be served Moët & Chandon champagne and at their destination, they will have a selection of pre-curated and styled looks such as resort wear from Dior, leather accessories from Celine, and jewelry from Tiffany’s to borrow during their vacation and sample beauty and fragrances from Givenchy, Fendi, etc.



© Belmond 2019

Image Source: LVMH



© Belmond 2019

Image Source: LVMH





Based on a study by AMR, the global luxury travel market size was valued at $945.6 billion in 2019 and is expected to grow at a CAGR of 11.1% during 2021-2027 to reach 1,198.3 billion in 2027. Over the last 18 months, hospitality and luxury travel sectors faced the negative impact of the COVID-19 pandemic, and recovery in the sector is growing fast partly due to “revenge travel” especially by high-net-worth individuals who were unable to travel during the global lockdowns. During the forecast period (2021-2027), the luxury travel market is projected to be the fastest-growing segment of the travel industry worldwide with a greater focus on unique luxury experiences and adventure activities. Although the key developed countries such as the U.S. hold the highest revenue share of the luxury travel market, there has also been a rise in demand for international luxury travel in developing countries such as China and India due to an increase in the middle- & upper-class disposable income & related expenditures. (2) A growing trend in the travel sector is Experience Tourism which focuses on travelers having a once-in-a-lifetime experience and gaining an emotional connection with cultures and nature. Harris Group did a study that revealed that 72% of millennials prefer spending more money on unique experiences rather than on material things (3) creating an opportunity for luxury brands to offer such programs to the changing consumer dynamics.


At the Voyages launch event at The Cadogan, a Belmond Hotel in London, that invited the first 100 Voyageurs for a soiree with some of the senior leaders at LVMH, Chairman and CEO Bernard Arnault said “There is a pent-up demand for travel among our clients, who are longing for and beginning to plan future trips. In addition, the pandemic environment is giving rise to emerging trends, such as the increasing appeal of working from anywhere while traveling globally, and luxury being defined as more personalized experiences to off-beat destinations. We at LVMH can bring the best of what every maison has to offer and add a touch of prestige to our consumers’ needs.”


Also in attendance, one of the first to-be-Voyageurs, Sid Sagar, a V.P. at Citibank, London, said, “For someone like me who has started to understand the world of luxury, this is a great platform to get a true taste of the quality life. I surprised my wife by booking a 4-day stay at the Belmond La Caruso on the Amalfi Coast to celebrate our 1st Anniversary this April. The best part, we don’t have to pack anything beyond a small carry-on with our essentials. I’ve chosen garments from Louis Vuitton for myself, and my wife loves Emilio Pucci’s resort line, so all our looks have been styled for us. There are brands I didn’t even know about that our travel consultant has recommended that I’m excited to try out. Everything we would need will be waiting for us at our suite and I can borrow them like the celebs would on red carpets without needing to buy anything up front. How convenient is that! I’m really looking forward to our vacation later this month.”



© Belmond 2019

Image Source: LVMH





Voyages is available as a concierge travel service app with an invite-only membership. Invited clients can sign-up and create a traveler profile for themselves, connect with their most frequent travel partners, enter their destination preferences, culinary inclinations, travel style, fashion & lifestyle icons, desired brands along with a thorough list of details to ensure that the service recommends the most personalized trips for them. Based on their travel dates, duration, and budgets, the platform suggests possible LVMH properties and itineraries to choose from across the globe. Itineraries can range from private tours, gastronomical experiences to staycations and spa trips, all available within the LVMH collective of brands. Once shortlisted, through an immersive interface based on their chosen itinerary, Voyages allows clients to choose products from their preferred brands that they would like to borrow and creates ensembles for them that would be waiting for them at their hotel. Once a trip has been booked, Voyageurs are assigned a personal travel consultant who is available through their vacation to assist with any issues, add any further details the clients wish to explore and, make any purchases from the brands they borrowed products from. At the end of the trip, the borrowed products go back to their respective maisons and ateliers for repairs, refreshing and renewing to be made available to other Voyageurs.


At launch, there are 33 destinations across 18 countries across the EU, Americas, and S.E. Asia to choose from and the list is expected to grow as the business grows further. Future plans include an expansion to the currently unserved Australian geography and opening up more properties in the MEA and APAC regions. While the marquee brands are already on board, the program aims to onboard a wider variation of products from brands based on consumer demands and needs. The group also plans to expand its itineraries to include cruises, luxury trains, and yacht trips in the coming months. Closing 2020, LVMH generated €44.7 bn in revenue, with €8.3 bn in profits from recurring operations and €4.7 bn net profit for the group overall. Pushed by the “momentum” of shoppers in China, LVMH recorded revenue of $17 billion for the first quarter of 2021, up 32% compared to the same period in 2020. The conglomerate operates over 5000 stores for 75 maisons in 80 countries. Given the deep pockets at LVMH, the already existing presence in target geographies, the attention to detail, and insistence to deliver the best of the industry, Voyages is poised to be a significant benefit to luxury leisure travelers around the world for years to come.



©LVMH Hotel Management
Image Source: LVMH



The PR is followed by a long list of Frequently Asked Questions from multiple different perspectives and potential stakeholders detailing the thought process, ideation, and execution strategy for this initiative.


For the complete proposal and concept, please feel free to reach out to me and we can discuss the idea and approach in more depth.


© SAMYAK JAIN | ALL RIGHTS RESERVED