Regardless of the specifics, luxury travel is a way for people to get the joy and satisfaction that they need at a particular time in their lives. For one person it may be the opportunity to view masterpiece artworks at the Louvre, for another it could be the serenity of a remote beach. The common factors are the high level of personal and attentive service, sumptuous accommodation, exquisite levels of gastronomy and informative and educational guides.
The COVID-19 pandemic has changed the way that many people think about luxury travel, with discerning travellers now less interested in the thread count of their sheets and more focused on the “authenticity” of an experience. This reprioritisation has seen renewed interest in authentic experiences, wellness incorporated into itineraries and climate-conscious options.
Culinary experiences are also on the rise, with many affluent travellers seeking more than just a taste of a destination’s cuisine. They want to fully immerse themselves in its culture through the food. This includes taking a cookery class, travelling with a culinary theme and visiting local markets.
Finally, the importance of sustainability is growing as it becomes clear that climate change will have a significant impact on all aspects of the $8.8 trillion global travel industry, which provides one in 10 jobs globally. It is important for luxury operators to understand that this will have a direct effect on the type of travel they offer and the locations they are able to go to.