Luxury Travel has evolved in a big way and, like the rest of the industry, is adapting to new norms and expectations. The reprioritisation of affluent travellers’ travel needs has led to a renewed focus on authentic experiences, wellness incorporated into itineraries and climate-conscious options, according to Skift’s report, The Future of Luxury Travel.
Affluent clients’ preferences have changed, says Larry Pimentel, president and CEO of boutique luxury line Azamara Club Cruises, which surveyed its clientele. Unlike the classic image of free-spending millionaires on Gilligan’s Island, today’s affluent travelers have a “broader middle-class sensibility,” he says.
Millennials, whose tastes have been shaped by social media and digital-first travel planning, are driving luxury travel growth. They’re also transforming the way luxury travel brands reach their target market.
They’re looking for unique and exciting experiences that aren’t possible in a guidebook, including a Caravaggio-inspired one-on-one painting class or an exclusive dinner experience with a professional chef and sommelier right in their private residence.
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Those who enjoy travelling have always been a key part of the global economy, but their demands for an elevated travel experience have changed drastically over the years. The new generation of affluent travellers is now focusing on authenticity, wellness and environmental conservation as well as an appreciation for local culture and traditions.