Promotion of Luxury Tourism Services in Russia : Renshaw Travel

Abstract

The research was conducted for Renshaw Travel, a Canadian travel agency specializing in custom and luxury tourism, which decided to enter the Russian market. In order to understand how to tap into a new market, it is important to explore its main features as well as the local customers’ segment. Since knowledge on luxury tourism in Russia is scarce yet, it was decided to explore such issues as identifying the main characteristics of the Russian luxury travelers’ segment, the attitudes toward luxury tourism in Russia, and the best ways to promote luxury tourism services in this constantly changing market. For the purpose of collecting a theoretical background, numerous journals and books from different disciplines were reviewed, including marketing, psychology, and brand management, where the authors examined and described their findings on luxury development, its consumption, and consumer behavior. Therefore, after reading through and analyzing the applicable sources, the first chapter of the thesis discusses the main characteristics of luxury, consumers’ perceptions, and attitudes toward luxury. Based on the comprehensive theoretical background and the qualitative research outcomes acquired through six semi-structured interviews with luxury tourism specialists and current and potential luxury travelers in Russia, this thesis gives practical recommendations for Renshaw Travel on the promotional techniques that can be used to succeed on the Russian market, i.e. what kind of visual materials are suggested to be utilized, what is the best timing for advertising, and which services Renshaw Travel should make accents on while promoting. Moreover, the research reveals the great potential for introduction of luxury tourism services in Russia, which adds even more worth to its importance and relevance.