MARKETING LUXURY BUSINESS TOURISM EXPERIENCES: TRENDS, STRATEGIES, AND EMERGING OPPORTUNITIES
DOI:
https://doi.org/10.5281/zenodo.18996246Abstract
This article examines marketing strategies for luxury business tourism experiences in the context of a global shift from conspicuous consumption to experiential indulgence. Drawing on verified industry data from Bain & Company, the World Economic Forum, Grand View Research, and the Incentive Research Foundation, the study analyzes the convergence of luxury hospitality and MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism. The luxury hospitality market reached $280 billion in 2024, growing 4% year-over-year, while the global MICE market was valued at approximately $946 billion in 2025. The article identifies five key marketing strategies for luxury MICE experiences: hyper-personalization, experiential storytelling, sustainability integration, digital-physical convergence, and destination authenticity. Implications for emerging destinations, including Uzbekistan, are discussed.
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