Conspicuous Leisure: A New Luxury Travel Trend?
Affluent Americans today consider leisure-oriented pursuits to be more valuable than luxury goods, services and experiences, says Chris Fair, president of Resonance Consultancy, a strategic marketing organization. This trend was also underscored in the latest Luxury Institute Wealth Report newsletter of 11/15/10.While conspicuous consumption may be on the wane, new research by the Luxury Institute, conducted in cooperation with Resonance Consultancy, suggests that conspicuous leisure is on the rise. A two-year study of affluent U.S. households' lifestyles and aspirations conducted in 2008 and again in 2010 by the Luxury Institute reveals aspirations that are in sharp contrast with popular conceptions of wealthy attitudes. The corporate titles, Ivy League educations, cars, boats, jewelry, large homes, chauffeurs, private jets, furs, art collections and wine cellars often associated with wealth were nowhere to be found near the top of wealthy Americans' most desired list. In fact, the top four of the top 10 list of the most desirable luxury items and experiences in 2010 are:
•Taking exotic vacations
•Vacation home in the mountains or at the beach
•Extended time off work
•Freedom to work from home
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