I have always taken issue with the word exclusive, because after all, anyone can have a night at a high-end hotel or buy a luxury product. Our luxury lifestyle and travel PR firm monitors evolving definitions of ‘luxury’ expectations of service from high-end travelers so all can enjoy.
According to a recent report by Sabre, travelers want to find places that reflect their personal values as well as purpose to cultivate empathy for others. This has led to connected travel brands to offer “individualized and transformative forms of luxury” to appeal to these new consumers.
Examples of these kinds of travel trends include:
- The Quintessential Self: The “Experience Economy” which is big with generations of all ages, has turned amazing vacations into the expected, and consumers are instead looking for experiences that fulfill their emotional needs. This includes safaris and hikes in the Alps – our client, Alpenwild, offers them in Switzerland and France, and they will connect you with the majesty of our natural world.
- No-Frills Chic: An increasing number of luxury travelers are identifying themselves as “post-status” – choosing subtle indulgence over prominent logos and showy opulence. They are opting for “low-key brands, products and services over showy opulence.” This is epitomized by the barefoot luxury in Tulum, Mexico, with its fine Italian food, and laid back beach time.
- Premium Redeemed: Another trend driving consumer choice is a desire for guilt-free luxury. The report cites examples of emerging high-end products and services whose selling points include positive environmental or social impact – from ice cream made from fruit that would otherwise have been sent to a landfill to lab-grown gems that offer an ethical alternative to diamond mining. This can mean indulging in a spa getaway – with all the attention from caring people during your treatments.
- Extravagance on Demand: Luxury consumers will push their on-demand mindset to new highs, and into new domains of consumerism. This features into shares in private jets when busy execs and vacationers can get where they want to go, seamlessly.
- Customized: Many luxury travelers want to construct experiences that align with their unique interests, needs and values, the report says. Expectations around personalization are constantly being heightened by the online experience, where everything from music to advertising can be tailored to individual preferences and interests. Privately guided travel is the biggest upcoming trend to watch.
As trend spotters, we position our clients as authorities commenting on the world of luxury travel and experiences.
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