At one time, luxury travellers were happy to stay in a five star resort and rarely venture out. These days, luxury travel has changed dramatically and people are far more adventurous. They are now interested in experiencing local customs and food.
The nature of luxury travel has definitely broadened in scope. This presents a challenge for those looking to appeal to this new generation of globetrotters. Here’s what the new luxury travelers are looking for and how luxury travel brands can appeal to them.
Luxury Travellers and Travel Trends
The meaning of luxury is different for each person, but here are some key factors that are increasingly important to affluent travellers. These luxury travel trends will give you an insight into the mind of a modern day traveller.
According to a report by IMARC Group, the global luxury travel market should reach USD 3,177.7 Billion by 2033. A survey by Resonance reveals that the wealthiest 5% take an average of 14.3 trips per year, half for business and half for pleasure.
So what are the new trends shaping luxury travel and high end tourism? And what elements of luxury hospitality are key in attracting and retaining clients?
1. Personalized Travel
Arguably the most important element of a luxury trip is creating a personalized experience. A recent study by Virtuoso for YouGov found that 80% of travellers would spend more on brands that tailor products to them.
This personalization can start before guests arrive. A short survey asking their preferences on matters such as a newspaper and wake-up call will save them time when they arrive at your property.
Ask them if they are celebrating a special occasion and what the date is. You could also send a link to tourist information on the destination, such as insider tips from your hotel concierge.
For those with children, details about your kids’ club and activities could be useful. Couples might well be interested in information on feet in the sand dining experiences or couple massages.
Personalized welcome notes are always nice little touches. Some hotels even print a photo of the guests taken from their social media accounts and frame it, for a memorable luxury experience.
This might be a step too far for privacy loving individuals so it’s best to gauge this from the person’s social media presence. At any rate, checking their social profiles will make it easier to greet them by name as soon as they step inside your establishment.
After guests have checked out, it’s a good idea to send them a personalized message with a feedback form. All of this information will be invaluable if they return so that you can truly enhance their stay.
2. Flexibility of Travel
A cookie cutter approach won’t work with today’s seasoned luxury travellers. Instead, people are seeking flexibility and a can-do attitude from luxury hotel brands.
No-fee cancellation will reassure travellers concerned about constantly changing government travel guidelines. Early check-in and late check-out where possible is high on most travellers wish list. Flexible itineraries are also in demand.
Micro-trips are on the rise and 7 night vacations are less frequent than in the past. Luxury tour operators who offer shorter trips will definitely reap the benefits.
Cruises have traditionally been quite standardized, particularly in terms of their dining options. Guests had to choose between an early or late dining slot and stick with the same table and fellow diners throughout their cruise.
These days, flexible dining is available on most luxury cruises. Companies like Cunard and Silversea have a wide range of restaurants that guests can access without pre-booking. Moreover, there are some impressive cruise ship suites with all kinds of amenities such as private hot tubs and music rooms.
3. Customized and Private Tours
More and more travellers are taking part in a tour of their chosen destination. This all ties in to the desire to get to know the country that they’re visiting.
In general, the most popular tours are those focused on food and shopping. Customized and private tours, rather than large group tours are preferred by luxury travellers.
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 O2 Arena in London are great for the whole family.
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.
Cultural activities and wellness experiences are also sought after. Incorporating a time saving element into these tours will appeal to upscale travellers. The Skip-the-Line Sistine Chapel, Vatican and St. Peter’s Basilica Tour in Rome is a good example.
If your establishment doesn’t offer these activities and tours, consider teaming up with a local service provider who does. In terms of actual trips, adventure vacations and safaris take up the lion’s share of the customized market.
4. Experiential Travel
Surveys consistently confirm that it is unique experiences rather than things that make us happy. Immersive travel is all about connecting with local communities and a different way of life.
In addition, over two thirds of high end travellers regularly participate in bucket list activities during their vacation. This is particularly true of baby boomers, compared to Gen X and Millenial travellers.
Experiential travel is a popular buzzword but what does it really mean?
- Authentic experiences – rather than those which are purely positive.
- Exclusivity – a money can’t buy tour of a private home or sold out tickets to a concert.
- Insider knowledge – with tips from local inhabitants on the best places to dine, shop and explore in your destination.
- Trying something new – according to a survey by Skift, 65% of travellers want to experience something new, rather than feel rested and relaxed from their vacation. They don’t just want to see a cookery demonstration, they want a market tour and cookery class.
5. Frictionless Travel
As travel has become more complicated, luxury travellers are seeking ways to make their journeys less difficult. Frictionless travel is the ideal towards which people are aiming.
If you can streamline the luxury tourism experiences of your guests, they’ll reward you with their loyalty. This might involve booking them a private car to take them to and from the airport, or allowing pre-check in via an app.
Smart technology is enabling companies to get closer to the goal of hassle-free travel. Passengers, in particular business travellers, are increasingly seeking information before they travel.
Mobile apps can provide your guests with everything from weather reports to restaurant recommendations and traffic updates. Many luxury hotel chains have implemented smart rooms where guests can book spa treatments and control lighting, heating and music via apps.
Another aspect of frictionless travel is safety. High net worth travellers will appreciate the added security of flight tracking and real time incident alerts.
6. Wow Factor
Generally, wealthy travellers are looking to stay in places that are better than their homes. Of course, this includes features like private pools and saunas.
Yet thanks to Instagram, this luxury lifestyle also encompasses details like geometric tiled floors, a well stocked library, chairs hanging from the ceiling and a multitude of hanging plants. Bragging rights are all important, together with restful color schemes in shades of pink and grey.
Floating breakfasts are all the rage for sharing on social media channels. You can go one step further with a heart shaped tray like the ones at Cavo Tagoo Mykonos. For truly spectacular surroundings, stay in an ice hotel in Sweden, an underwater villa in the Maldives or a treehouse in Thailand.
7. Attention to Detail
Guest amenities are an area in which hotels can really shine. In some hotels in Japan, you’ll be left a motto of the day to ponder on. At The Lanesborough in London, every room has butler service and you can request complimentary popcorn.
Health and well-being is a big trend in luxury accommodation. Many hotels have bicycles for guests to borrow, as well as running maps or headphones to borrow.
Private gyms in your hotel room mean there’s no excuse not to work out. Hilton were ahead of the curve when they launched their Five Feet to Fitness™ rooms. These contain more than 11 items of fitness equipment and a kiosk with over 200 tutorials.
8. Hidden Gems
It’s true that iconic destinations such as Paris, Venice, Santorini and Las Vegas are still extremely popular. However, many luxury consumers are seeking out places that are off the beaten path.
The trend towards stealth wealth among the super rich is one reason for this. It is also partly due to tourism organizations endeavouring to reduce overtourism. Responsible tourism is about visiting lesser known destinations and getting to know local culture.
If you do some research you can find an uncrowded alternative close to most popular destinations. Near the Amalfi Coast and Capri, there’s the charming island of Ischia for example. Montenegro is a quieter option than Croatia, but with some great scenery and adrenaline activities.
9. Responsible Travel
Whilst it’s not generally a deciding factor when picking somewhere to stay, sustainability is increasingly a consideration for luxury travellers. You can make a difference by supporting organizations such as Pack for a Purpose. This charitable organization enables travellers to bring useful items that will be distributed to the local community.
One hotel that has impeccable green credentials is the Bucuti & Tara Beach Resort in Oranjestad, Aruba. This adults only property is carbon neutral and has been certified the highest scoring hotel in the world for sustainable operations and management.
Check out our recommendations for other eco-friendly destinations too.
10. A Sense of Place
How many times have you stayed somewhere that reflected the local environment and culture? Unfortunately, it’s all too rare to find accommodation which features local artworks and food.
Many hotels have bland decor and cuisine in the hope of appealing to the most people possible. Generally, luxury travellers don’t want to wake up feeling that they could be anywhere in the world. They want their accommodation to reflect their feelings about themselves – stylish and unique.
One example of a hotel that has got this right is Andaz Mayakoba, on the Riviera Maya in Mexico. Artworks by Senkoe, a local street artist can be found throughout the grounds and guests can take part in tequila classes.
11. Multigenerational Travel
Travel aimed at reuniting family and friendship groups is growing in popularity. According to a report by cazenove+lloyd and Globetrender, people are keen to celebrate milestone motivations with their nearest and dearest.
The report observed a 40% increase in requests for bucket list celebrations to mark major birthdays and memorable celebrations.
In order to appeal to this clientele, luxury hospitality brands can offer once-in-a-lifetime opportunities, such as exclusive access to VIP events or private tours. The Ritz-Carlton Naples offers a free 45 minute session with their in-house Photography Concierge to all resort guests.
Hotel designers should create properties catering to multiple generations and consider incorporating accessible design elements such as elevators and ramps. Amilla Maldives aim to become the world’s first accessibility and inclusion certified resort, with easy-access ground floor villas, floating wheelchairs, deaf-alert systems, sound jungle activities for vision-impaired guests and dedicated spaces for those with neuro-developmental considerations, such as autism or dementia.
Family-friendly dining spaces, outdoor recreation areas and connecting bedrooms with adaptable living areas such as at Evermore Orlando Resort are increasingly popular.
12. Safe Travel
The effects of the worldwide pandemic were devastating for the travel industry and travellers themselves. In the coming years, it’s essential that destinations and hotels give visitors a safe and reassuring experience. Luxury travellers will increasingly pick and choose their destination on the basis of perceived safety.
Some luxury hotels in the Maldives have on-site doctors. These include lti Maafushivaru, Mirihi Island Resort, The Nautilus Maldives, Lily Beach Maldives and Hideaway Beach Resort & Spa.
In terms of accommodation, luxury villas and private pools are in high demand. Affluent travelers are prepared to spend more for in-room hot tubs and gyms too.
13. Coolcations
Coolcations, or vacations in colder climates, have been growing in popularity as travelers seek unique experiences and alternatives to traditional warm-weather getaways. These trips tend to focus on scenic landscapes and outdoor activities. Some popular coolcation destinations and activities include:
- Ice hotels: Staying in accommodations made entirely of ice and snow, such as the ICEHOTEL in Sweden or Hôtel de Glace in Quebec.
- Northern Lights viewing: Traveling to locations like Iceland, Norway, or Alaska to witness the aurora borealis.
- Skiing and snowboarding: Visiting renowned ski resorts in the Alps, Rockies, or other mountain ranges.
- Dog sledding: Experiencing this traditional mode of Arctic transport in places like Canada or Greenland.
- Winter festivals: Attending events like the Sapporo Snow Festival in Japan or the Québec Winter Carnival.
- Glacier exploration: Visiting and hiking on glaciers in places like New Zealand or Patagonia.
- Hot springs in cold environments: Enjoying natural hot springs surrounded by snow, such as those found in Iceland or Japan.
- Snowshoeing and winter hiking: Exploring snow-covered landscapes on foot in various mountainous regions.
Final Thoughts on Trends for Luxury Travellers
Travelling in style and luxury doesn’t always mean having the most expensive experiences, but rather tailoring your travel to what you value most. Understanding and adapting to the latest luxury travel trends is essential for hotels, cruise companies and airlines to remain competitive.
The luxury travel industry is resilient and we hope that the sector continues to rebound from the current challenges it is facing.
What does luxury travel mean for you? Where is the best place that you have stayed?
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