The up-market travel segment is going through a major shift, where enriched customers are placing more emphasis on experience and sustainability than milestone symbols. Such change discussed in the recent industry reports and evident in the avalanche of new product release within the top-end of travel offering sector is transforming the landscapes of luxury travel globally.

A broad research carried out by a well-known travel analytics company shows that currently, 78%, of luxury travelers care less about luxury extras than before, with a focus on the novelty of their experiences.

This is creating the need to organize specific programing that would allow to visit cultural activities, natural and cultural sights, and meet indigenous people. This has led travel companies to design and offer highly customized experiences which extend beyond mere five-star accommodations, mouth-watering meals and flown-all-the-way business or first class flights.

One example of this emerging trend is the evolution of ultra-luxury expedition cruises to the more exotic locations as Antarctica, the Galapagos and Arctic. Such journeys are made on small vessels with contemporary equipment; such cruises are a balance between adventure and luxury, where a visitor reaches completely untouched nature and, at the same time, gets the highest quality service.

Many vendors like Silversea and Ponant or people who are organizing such trips mentioned that they have been witnessing a rise in the number of bookings for such expeditions with some of them being quickly sold out in the course of a month or so. Sustainability has too bolstered as an important driver for luxury travels among the consumers. New generation of wealthy travelers is interested in sustainable travel that causes the least harm to the environment and benefits local people.

This has resulted to the development of luxury environmental friendly accommodation facilities such as the eco lodges and resorts. The lodges such as Singita in the Africa continent and Soneva in the Maldives have increased the rates of performing sustainable luxury tourism that empowers guests to participate in the conservation of the environment and community projects as well.

The notion of ‘slow travel’ is becoming popular among the luxury travelers where people are booking more of their vacations in one location instead of going on multiple vacations in several destinations. This approach implies better acquaintance with local customs and practices as well as slower rate of travelling.

As for this, the luxury hotel chains and the villa rental companies are devising extended stay programs and services that cater to client’s expectations of personalized as well as private access to the property as well as the local area.

Private aviation also continues to adapt and grow as a segment which has long been associated with the luxury travel market. While there are many clients cruising for the conventional private charter jets there is a rise in desire with regard to environmental friendly ones. Thus, some companies such as Victor currently offer carbon offset solutions for private flights, while others already develop electric or hydrogen powered aircraft for luxury short-range transport solutions.

Spa and wellness remain at the forefront of luxury travel with added emphasis on destination transformational travel. Therapies that belong to wellness centres are a part of medical care and hence, such offerings as nutritionists, hi-tech diagnostics and state-of-the-art treatment options are the norms rather than the exceptions.

Some countries like Bhutan and Costa Rica are already looking forward to dominating this market owing to their natural offers on top of other great wellness facilities.

Technology is thus rapidly gaining importance in defining the luxury travellers’ experience. Let it be artificial intelligence that helps to choose the most suitable route, or virtual reality that allows previewing the selected country, there are many technologies that compliment the planning and buying stage for the wealthy travel-seekers.

Some of the luxury hotels have even tried using robotic service providers such as robot butlers and artificial intelligence concierges to offer round the clock services to their clients.

While defining what it actually means to travel in luxury is still an ever shifting endeavor, such specialists anticipate to see that the division between the two gradually and inevitably fade away. Moving away from the tangible aspects of luxury such as the wealth that’s associated with travelling; we are now going for the depth of the experiences. This indicates that the luxury travel market will continue to evolve as players in the industry will always have to find new ways of making their customers’ travel worthwhile.

It is observed that in order to better cater to the consumers’ preferences, the luxury travel industry shifts its focus aligning with the transition in values that includes experiences, sustainability, and self-actualization. As we look at the future, the winners in luxury travel will be those who understand that luxury does not mean the rejection of ‘real’, luxury does not equal exploitation, luxury is not a lack of concern for tradition, but an ability to question it.