Luxe travel brands are meeting consumer demands by developing more nuanced options for immersive destination experiences so consumers can customize their entire travel journey.
Luxury travel used to be about bling, but now it’s about authenticity. Travelers of means these days don’t want to bring home fancy baubles from far-off lands, they want stories and real experiences that make them feel like they’re understanding and penetrating a new culture. Even Monaco is looking to trade its image as the tuxedo-clad playground where the rich go to play Baccarat in favor of jazz nights.
As luxe travelers try to cultivate their inner Anthony Bourdain, savvy hoteliers and tourist boards are creating opportunities to experience something exotic, real and off the grid. They understand that the luxury traveler of 2015 would rather go biking in Vietnam or eat deer lichen-dusted mushrooms on a bed of moss at Nomu than to sip Champagne from the comfort of their hotel rooms.
This report examines what the top travel companies are doing to cater to this trend. Drawing on interviews with industry leaders from Hilton Worldwide, Tourism Australia, and Peninsula Hotels as well as copious research, we look at how such firms are offering the five C’s — Culture, Cuisine, Content, Community & Customization — to today’s luxe travelers.
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About These Reports
This is the latest in a series of twice-monthly trends reports that brief readers on a specific trend, providing insight into the current state of the market, the context around the trend, and where the industry is heading in the near future.
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