High End Travel
As the world’s ideas of wealth and status change, travelers’ ideas of luxury are changing to match. High-end travelers increasingly choose subtle indulgence over flashy logos and conspicuous consumption. And they’re gravitating toward travel that enables them to live out their personal values and fulfill their dreams through exclusive experiences.
In this new landscape, “luxury travel” can mean flying by helicopter to a remote desert peak for an exclusive yoga class. Or, it could mean passing up the comfort of a resort stay for a once-in-a-lifetime dive to the wreck of the Titanic – a “vacation” that requires specialized training in addition to the ultra-premium price.
Increasingly, luxury travelers identify themselves as “post-status”. The “no-frills chic” phenomenon sees travelers choosing travel that contrasts with traditional luxury.
Another factor driving consumer choice is a desire for guilt-free luxury. 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, wealthy consumers are choosing luxury products that help make the world a better place.