In the last years the concept of luxury travel and its trends have dramatically changed.
Only less than a decade ago most people used to apply the term to ostentatious material possessions and exclusive hotels; today the same term holds a much more modern set of expectations and values, which are no longer exclusively defined by expensive brands.
People are more willing to experience the world, the local customs and food has become a way to know traditions and cultures. The term and the nature of luxury has widened his meaning.
Today luxury talks about brand’s authentic stories and offer unforgettable experiences, capable to tap into all their customers’ senses.
The Modern Luxury is indeed the ability to keep trying something new or different, discovering new places, new looks, different cultures.
This is who we are @ The Modern Luxury, this is what our brand is based on, this is where our name comes from.
Indeed, we focus on the new and full holistic experience approach that considers the customer, its personal exploration and self-expression but does not forget the responsibility towards the environment, our precious natural resources, and the local communities directly and indirectly involved with the luxury brand and business.
The meaning of luxury is very personal and different for each person, but some key trends are emerging from affluent travellers, and which are going to define the Luxury Travel in the next few years:
The slow resolution of the Covid-19 crises has helped the Luxury #travelrecovery which is now showing strong signs of rebound. The long-awaited post-pandemic trips are fuelled by the desire of a new level of indulgence and a greater length-of stay durations.
#FlexibilityofTravel: Indeed, people are seeking flexibility and can-do attitude. No-fee cancellation will reassure travellers concerned about Governments’ travel guidelines. Early check-in and late check-out where possible are high on most travellers’ wish list. Flexible itineraries are also in demand.
#Escapism: Once of the biggest impacts caused by the pandemic is on the mental health. Travellers are now in need of well-being experiences during which they can heal and engage with experiences that offer deep and meaningful interactions such as those requested by #solotravellers.
#Personalisation: Although much higher spending, luxury travellers expect a diverse and unique repertoire of experiences made of personalised and bespoke itineraries, services, and amenities.
This personalisation can start before guests arrive. According to a #tripadvisor survey, the fastest growing tours are family-friendly ones. Bookings of these tours increased by over 200% last year, and 291% for US travellers. Adrenaline tours such as climbing the roof of the #O2Arena in London are great for the whole family (https://luxurycolumnist.com/luxury-travellers/).
Classes and workshops have also experienced a huge increase of 90% on last year. People are keen to acquire a new skill while on holiday, such as surfing and salsa dancing.
#Experiential and #Sustainability: Luxury travel is all about immersive travel and the connection which is created with local communities and the different way of life. Respect for the environment, authentic and exclusive experiences that money can’t buy are the newest trends. Rather than feel rested and relaxed from the vacation, travellers desire the new experiences where they can get hands on.
Essentially, Luxury is now focusing on the traveller who can make emotional connections.
Yet, how can the luxury travel brands achieve this in a world where the consumer is aware of premeditated tactics?