1. ¹is Scenario Planner at Visit-Scotland, the national tourism organisation, where he is responsible for economic forecasting, scenario contruction and trends analysis. He is the founding Editor of the Journal of Revenue & Pricing Management and co-editor of six books in the fields of tourism management. His latest book Tomorrow's Tourist is due for publication in 2006. He has a Ph.D in Management Science from Napier University, Edinburgh and was recently appointed to the World Tourism Organisation expert panel
2. ²is a lecturer in marketing at the University of Ulster. Her research interests include revenue management, pricing and consumer trust. She has published widely in journals, books and conferences in these areas in the UK and internationally. She is Practice Papers Editor of the Journal of Revenue and Pricing Management

Correspondence: Ian Yeoman, VisitScotland, Ocean Point One, 94 Ocean Drive, Edinburgh, EH6 6JH, UK, Tel: +44 (0)131 332 2388; Fax: +44 (0)131 472 2223; Email: ian.yeoman@visitscotland.com

Revised 15 September 2005.

Abstract

The world is getting richer and the consumer has more real disposable income. This phenomenon is being repeated all over the world, whether in China or the USA. This means that consumers are trading up for products that meet their aspiration needs and trading down for products which they perceive as commodities. This paper addresses the issue of the luxurification of society and how organisations are using premium pricing effectively through a series of case studies.