What defines a luxury experience for one person can vary widely from another, even among people of the same income level. One person’s luxury may be visiting a museum to admire masterpiece paintings, while another’s is taking in the sweeping views from the top of a mountain peak. Regardless of definition, affluent travelers seek exceptional service, quality and variety in food and beverage, and a unique setting in which to enjoy it.
Luxury travel providers often use descriptors like “ultra-premium,” “rare,” and “authentic” to market themselves, while also offering a wide range of activities and locations. Increasingly, however, they’re also focusing on sustainability and social impact. This can be seen in hotels that offer eco-friendly amenities, such as biodegradable plastics and solar-powered water heaters; a resort that hosts non-site events that support local artists and communities; or a hotel in which the guest can blend their own wine while they stay.
While some luxury travel brands have slashed prices to lure back luxury guests, the truth is that many customers aren’t willing to lower their standards for a discounted price. For luxury travelers, money is a means to an end, and the best way to attract them back is to make sure their experience is worth what they’re paying for. Increasingly, these travelers are seeking brands and products that offer meaning and purpose, so it’s important that luxury travel writers continue to diversify their outlets and genres.