Luxury travellers seek personalised experiences where they feel unique and connected. They want to see the world from a different perspective and feel like they are having an exclusive, once-in-a-lifetime experience. They expect 5-star service and authentic culture at every touchpoint, from accommodation to transport to activities.
In addition to customised experiences, affluent consumers are also seeking to make a positive impact on the places they visit. This trend has prompted an industry shift toward sustainability and environmental regeneration. For example, new tourism projects have positioned themselves as regenerative destinations, offering eco-friendly accommodation with a focus on conservation and the local economy.
These trends have shifted the way that luxury brands approach travel and hospitality. According to Chang Theng Hwee, CEO of Scott Dunn Asia, the industry’s definition of luxury has changed from comfort and indulgence to personalisation and authenticity.
Luxury travelers are looking to learn about the traditions and cultures of their chosen destination and to engage with these in a variety of ways, from traditional food to performance arts. They appreciate heritage and cultural significance, which they are keen to share via social media.
They also enjoy learning about the history of their chosen location, and are interested in exploring a place’s natural environment. They are looking to stay in new luxury hotels and are inspired by exciting cultural events, such as museum exhibitions or a Vermeer retrospective. They also love a hotel that is situated in an iconic location and has a distinct personality.