Industry Insights
Lux Pages Cracks Connection Code for Luxury Travel Trade
Finding the right sales contact in luxury travel can be time consuming. With supplier teams constantly shifting, advisors are often left scrambling for current contacts because the information is poorly maintained. Many have recognized and tried to address this industry-wide frustration, but it was Lux Pages founders Alicia Diez and Dora Karanikas who've had those "Eureka!" moments to take a dynamic, central platform of trade connections to the next level.
by Jacques Ledbetter
The idea's circulated for a long time and there have been several attempts at establishing a central hub where everyone in the industry has all the current trade contact information, updates on products, and access to other valuable industry info. Everyone's busy of course, and the historical problem that no one has been able to solve – until now anyway – is how to maintain all that data.
Described as "the who, what, and where of luxury travel sales," since 2022 Lux Pages has provided real-time access to essential trade contacts. Travel advisors and suppliers alike can quickly find updated information, making networking easier than ever.
"The travel world has changed dramatically, and keeping track of the expanding network of luxury options is almost impossible," says co-founder Dora Karanikas. "When you have one source of information that everyone can access it makes it easier, and everyone can take advantage of it."
One might be tempted to describe it as the Facebook of luxury travel, but that would be too simplistic. Several months after the launch when Diez and Karanikas were trying to grow the platform, it suddenly occurred to them, "What if we crowdsourced the data?" That's when things really began to take off as they effectively transformed Lux Pages into the Wikipedia of luxury travel. By allowing users to submit edits and updates about properties, the platform could keep up with the dynamics of the industry in a more streamlined way. Those edits are then verified by the Lux Pages team to ensure accuracy and credibility.
The response to Lux Pages has been very positive as the team has steadily built out the portfolio and its functionality, particularly for search. Like Wikipedia, the core of the platform is its search, allowing users to effortlessly locate people, brands, organizations, products, and events. The advanced filtering system enables searches by location, features, experiences, affiliation, consortia, and even trade shows. Need to find family-friendly hotels in Milan? Just sift it through. Suppliers are categorized by product type and can be refined by a variety of filters, making it easy to discover the right fit for any client.
The platform now has more than 4400 luxury travel products, ranging from industry heavyweights to small, individual luxury hotels and DMCs alike, for example. "Now that we have the supply side built out so everyone can be in touch, we're now positioned to manage agencies' databases on their behalf," says Alicia Diez.
Karanikas adds, "Agencies have bigger things to do than manage their supplier database. We can create a custom, white label interface where we can manage an agency's data for them and keep it updated with our aggregated data. It's great because it keeps things much more accurate and everyone benefits. It also allows agencies to get rid of their antiquated systems and focus on supporting their advisors to generate more business."
Lux Pages is accessible to all luxury travel advisors, whether they belong to a consortium or operate independently. The subscription fee for advisors starts at $156 USD per year (with an annual commitment). Additional discounting is available for agency enrollment. Given the time and effort it saves, it’s an investment that should quickly pay off.
One standout feature? VIP requests. When a HNW client has specific needs – like securing an ultra-exclusive suite or arranging bespoke experiences – advisors can send a direct VIP request to suppliers, streamlining the process.
Lux Pages founders Alicia Diez and Dora Karanikas have unlocked the secret to keeping ever-changing industry data up-to-date.
"We're always open to feedback," says Diez. "We're focused on having more detailed information as well as more attribute filters, but one big feature we are adding in Q1 of this year is global ratings." This is how advisors can tell how many Michelin Keys a property has been awarded, or whether it's rated by AAA Five Diamond or Forbes Five Stars, which are attributes that can also be filtered.
Lux Pages isn’t just for buyers – suppliers can also search for travel advisors by name, consortia, and more. Each advisor can create a detailed profile, highlighting specialties, destinations, upcoming trade shows they plan to attend, and travel wish lists. That last option is ideal for generating prospects for fam trips. In a live demo with LuxuryWise, Karanikas displayed – on the fly and in a matter of seconds – a complete roster of 35 travel advisors that would be suitable candidates for a fam trip to Madagascar.
Agents can even specify their meeting preferences – virtual or in-person – helping suppliers plan their outreach more effectively. "We have also built out agency profiles to help them be more forward facing," says Karanikas. "That would include anything that would help educate suppliers how best to work with the agency." This feature is also set to launch this spring, at no cost to the agency.
For suppliers, joining Lux Pages community means more visibility. With a paid membership, they can create a comprehensive profile, list multiple sales contacts, and upload an unlimited media library, linking directly to brochures, image galleries, and social media. Suppliers also gain access to a dedicated news feed, where they can post updates, promotions, and announcements – all visible on their profile and a separate industry news page. There's also a calendar where suppliers can share when and where their roadshows/showcases take place so they can be more strategic when planning their sales trips. Conversely, advisors can see when major events take place, such as Paris Fashion Week, along with the major international trade shows and holidays.
Luxury representation companies get even more perks. They have a dedicated tab on the homepage and an overview page showcasing all their clients with direct links to their represented brands. Just like suppliers, they benefit from a full media library and can list the trade shows they’re attending, making pre-show planning seamless.
With its intuitive design, powerful search capabilities, and comprehensive database features, Lux Pages is poised to become an indispensable resource that the industry has needed for a long time. Whether you're a travel advisor seeking the right contact or a supplier looking to strengthen B2B connections, it'll be interesting to see how this platform facilitates how future business is done.
* * * * *