Luxury Travel is a hedonistic experience that combines fun, pampered servicing and exceptional comfort. These trips are typically limited to a maximum of three and are planned offline, with the help of a specialist. They are highly sensitive to added value, more than price. They enjoy tasting gourmet food and exploring the local culture while taking excursions in nature. This group is a good target for luxury travel brands as they are open to spend more money in return for an enhanced trip experience.
The definition of ‘luxury’ is broadening to incorporate more meaningful experiences rather than the traditional gold standards of Gilt finishes and white glove service. For example, affluent consumers are willing to splurge on bucket list experiences like taking a train ride with semi-private seating areas in Vietnam or traveling by Rocky Mountaineer with overnight hotel accommodation in Colorado. This trend has a ripple effect on the way people travel as they seek to be more connected with the places they visit, not just ticking destinations off their bucket list.
Responsible tourism is becoming a focus for many luxury travelers, which in turn can be a big benefit to travel companies who offer sustainable activities. For example, there has been a rise in interest for off-the-beaten-track locales close to popular tourist attractions such as Ischia near the Amalfi Coast and Montenegro vs. Croatia. These locations are often less crowded and offer a unique view of the local culture.