Lusso has announced the release of its inaugural Europe and North Africa brochure. The luxury tour operator intends to extend its reach, offering travellers more flexibility through an innovative approach.
Unlike traditional brochures, this edition lacks specific dates or prices to ensure a longer shelf-life. This tactic aims to reduce waste and promote sustainability.
Innovative Brochure Design
Lusso’s new brochure departs from conventional formats by foregoing the inclusion of specific dates and prices. This strategic decision, as described by James Weaver, Managing Director, is intended to offer a more sustainable and less wasteful product. “We’ve chosen neither to date the brochure nor to price hotels or itineraries, thus giving the brochure a far longer shelf life,” he stated.
The brochure includes a single hotel directory per country, enhancing user convenience by listing all available hotel partners during the time of publication. By incorporating a QR code, clients are directed to the Lusso website for the latest updates.
A Sustainable Approach
The commitment to sustainability is evident in Lusso’s choice of materials. The brochure utilises vegetable-based inks and sources paper from forests certified by the Forest Stewardship Council. Additionally, Lusso has opted to carbon balance the paper through the World Land Trust.
This environmental consideration reflects Lusso’s broader corporate responsibility goals, aiming to align with increasing consumer demand for eco-friendly options.
Expanding European Reach
Launched in 2021, Lusso’s Europe programme responded to agent requests, showcasing a diversity of travel experiences across the continent. The programme underscores not just popular destinations but also seeks to unveil hidden gems.
According to Helen Brown, Senior Product Manager, the brochure is more than a list of hotels. “It’s not a catalogue of hotels… but rather a flavour of what the region has to offer,” she explained.
Her team has visited 12 European destinations over the past 15 months, aiming to grasp the unique experiences that make Lusso stand out.
A Collaborative Effort
Lusso’s project involved extensive collaboration with local partners. This cooperation not only enriches their offerings but helps Lusso understand the evolving needs and preferences of modern travellers.
The company’s dedication to thorough research ensures that customers experience authentic local cultures and contributions to sustainable tourism practices.
Utilising Technology for Real-Time Updates
The inclusion of QR codes provides travellers with real-time itinerary updates, ensuring they have the most current information. This tech-savvy approach aligns with Lusso’s commitment to integrating digital resources to enhance customer experiences.
Through these efforts, Lusso ensures that clients are fully informed and able to adapt their travel plans as needed, reflecting the fluid nature of modern travel.
Destination Highlights and Itineraries
The brochure is crafted to be a guide rather than a mere catalogue. Destination highlights and suggested itineraries are curated to inspire travellers, offering them a taste of what Lusso’s tours can provide.
This approach seeks to engage potential customers with vivid descriptions and recommendations, aiming to inspire a sense of adventure and cultural engagement.
A Future-Focused Vision
Lusso’s brochure supports a vision of travel that is both contemporary and considerate of future trends. Emphasising flexibility and sustainability, the brochure is designed to remain valid and compelling as the market evolves.
Lusso’s first Europe and North Africa brochure reflects a forward-thinking, sustainable approach. Designed to inspire, it offers a contemporary take on travel marketing, meeting modern demands for flexibility and eco-consciousness.
