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Dior Taps into the Thirst for ‘Revenge Travel’

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Call it what you want — revenge travel, comeback trip, rebound vacay — but the surge in post-COVID travel is more than just a buzzword making the rounds of the internet. Travel resurgence has already begun, and it has tangible implications reaching far beyond the hospitality industry.

The pent-up demand for travel and experiences has sent hotel rates skyrocketing, making many getaways truly premium experiences this summer. Enter the high-end designer brands hoping to seize a piece of the luxury consumer’s wallet, which has only grown more robust over the course of the pandemic. The rich are getting richer — and now they are ready to spend.

Less wealthy consumers also are spending more on travel this year, opting to splurge on vacations they may not have considered in the past as a reward for enduring the last year. In May 2021, the amount of revenue generated for travel brands is up 1,203% compared to May 2020, when the world was in full lockdown mode — according to data sourced by Awin, a global affiliate marketing network. The travel floodgates are officially open.

Many retailers are paying attention. Brands are speeding up production of swimwear and resort wear, opening pop-ups in popular travel destinations and teaming up with hotels for brand activations to meet consumers who are embracing travel again with gusto.

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Luxury label Dior, for example, recently opened its new “Dioriviera” pop-up at Rosewood Miramar Beach in Southern California. Located on the beachfront of Montecito’s Miramar Beach, Dior has taken over the resort’s Cabana Pool, Bocce Courts and Garden Bungalow Suites in celebration of the Dioriviera capsule collections. This location is one in a series of exclusive Dioriviera global activations, including seven Dior boutiques as well as 11 pop-up boutiques worldwide.

Upon entering the Bungalows, guests are welcomed into a warm Dior oasis with Maria Grazia Chiuri’s toile de Jouy prints wrapping the walls, in neon framboise pink and lime green. The bungalows lead out to the ultimate Dior hangout haven, where guests are free to lounge under Dioriviera umbrellas in the Dioriviera hammocks and fold-out chairs — all available for purchase on location. The fun factor is kicked into high gear with a Dior-branded bocce court and pool area for playing or spectating while sitting poolside.

The takeover will be open through Sept. 6, 2021.

Photos courtesy of Dior

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