Dior taps into the thirst for a “journey of revenge”
Call it what you want – revenge trip, return trip, bounce vacation – but the post-COVID travel wave is more than just a buzzword circling the internet. The travel resurgence has already started, and it has tangible implications far beyond the hospitality industry.
Pent-up demand for travel and experiences has skyrocketed hotel rates, making many getaways truly upscale experiences this summer. Enter high-end designer brands in hopes of grabbing part of the luxury consumer’s wallet, which has only grown stronger during the pandemic. The rich are getting richer and now they are ready to spend.
Less affluent consumers are also spending more on travel this year, opting for vacations they may not have seen in the past as a reward for enduring last year. In May 2021, the amount of revenue generated for travel brands is increasing 1.203% compared to May 2020, when the world was in full lockdown mode – according to data from Awin, a global affiliate marketing network. The floodgates of the journey are officially open.
Many retailers pay attention to this. Brands are ramping up production of swimwear and resort wear, opening pop-ups in popular travel destinations, and partnering with hotels to activate brands to meet consumers who are enthusiastically reconnecting with travel.
Luxury label Dior, for example, recently opened its new pop-up “Dioriviera” on Rosewood Miramar Beach in Southern California. Located on the seafront of Miramar de Montecito Beach, Dior has taken over the Cabana swimming pool, pétanque grounds and Garden Bungalow suites from the resort to celebrate the Dioriviera capsule collections. This location is part of a series of exclusive Dioriviera global activations, including Seven Dior boutiques as well as 11 pop-up shops around the world.
Upon entering the bungalows, guests are greeted in a warm oasis of Dior with Maria Grazia Chiuri Jouy canvas prints enveloping the walls, in neon raspberry pink and lime green. The bungalows lead to the ultimate Dior haven, where guests are free to relax under Dioriviera umbrellas in the Dioriviera hammocks and folding chairs – all available for purchase on site. The fun factor goes up a gear with a pétanque court and a Dior brand swimming pool to play or watch while sitting by the pool.
The resumption will be open until September 6, 2021.
Photos courtesy of Dior