(Abercrombie & Kent; Luxury Safari) 

Luxury Travel 

There are a number of trends that are shaping the luxury industries and it is a recurring theme that ‘Luxury will be whatever  you want it to be'.  In the realms of travel it is evident that the definition of luxury means different things to different people, depending on what they are wanting out of their travel experience. Paul Largay of Largay Travel told the Travel Agent magazine that "people don't look for the glitz and glamour as they did in days gone by, when celebrities and Rolls-Royces defined luxury" he says "its experimental: its unique awareness and access to the behind the rope activities that people didn't even know existed". (Travel Agent Magazine. June 25th 2011). Nancy Strong (Strong Travel Services) believes that privacy is becoming more and more important, when on vacation people want to be left alone. Initial results show that the luxury travel industry follows the same trends as the luxury sector in general, although luxury travel is not commonly categorised within the luxury industry. Not only are luxury travel sectors distinguished by uniqueness, brand imagery and high price levels (the main guiding principles of the luxury sector) but they are also impacted by the same trends. A clear distinction between ultra-luxury and affordable luxury has been observed, together with the development of personalised services, a move away from ostentation, and progressively more attention to green/ethical social principles. Above all, as with the luxury sector in general, the demand for luxury travel is expected to grow, especially in relation to emerging economies, e.g., in the BRIC countries (Brazil, Russia, India, and China). (Brown and Hudson 2011). 

Many people are wanting the back packer experience, traditionally perceived as the college graduates way to travel the globe. However for many there is a longing desire to explore new places, experience new cultures and potentially the the days of ‘stay-cation’ will be over and many people may not want to remain in one place for the duration of their vacation, people will want to travel and experience a number of different places in one trip. This trend is already evident in the new generation Luxury adventure travellers. This has become very popular   in 2011 and I believe it will continue to be so right through 2012 and beyond.

Tanzania Luxury Safari ( urbane nomads)

 Luxury Travel companies are pushing the boundaries for new destinations and innovative ideas. Eg The "Ends of the Earth" Journeys: More and more Luxury Travelers are seeking unique experiences    that in a sense are ‘Off the radar’. These include rarely visited European countries such as Albania and Serbia, the Russian Far East, and Greenland; Central Asian spots such as Uzbekistan; and offshore destinations such as the Falkland Islands and Papua New Guinea. (Thomas Stanley, Cox & Kings).   

Papua New Guinea: A must in Adventure Travel. 

Spiritual Journeys: Resorts in the Himalayas, where people can relax in peace learn mediation techniques and yoga. Companies such as AberCrombie and Kent  and Brown and Hudson provide a number of different spiritual experiences for example their trips to eastern India where you will see the remnants of the British Raj in Kolkata, visit Buddhist monasteries throughout Sikkim and explore the incredible Himalaya countryside (AberCrombie & Kent).  Cox & Kings offers a journey to the latter called “Spirit of Burma” wherein guests can energise their chakra by visiting ancient Buddhist temples and the Mahagandayon Monastery, where over a thousand Buddhist monks live and study. 


For the affluent travellers the test of its success will be in organisation of the travel, all elements must work seamlessly, from the planning process to returning home, including transportation, accommodation, ground services and tours. Therefore the element of luxury is still there as everything is taken care of and all you have to do is open your eye’s and enjoy the experience of discovering the world around us. 

What seems ironic is the fact that this world, full of diversity and uniqueness has always been around us, however people have craved the luxury of 5-6 star hotels which have recently been created . I am not suggesting that Luxury hotels will see a massive decrease in their booking in years to come however I do feel certain companies will broaden their horizons and follow the trends set by the luxury travel companies, in order to be successful they will have to adopt a eco-sustainable approach. 
Eco- tourism is taking over in the realms of luxury travel, for example destinations with fascinating cultures and traditions including Israel and Peru, are growing in popularity with affluent travellers, as are destinations actively working to protect nature and endangered animal species. 

                            Luxury Hotel by the Lake Titicaca in Peru : Urbane Nomads

This leads to another trend that will emerge, out of season destinations: people will opt to go to their favourite places they often visit but for a new experience, i.e. venturing into the countryside and visiting uncharted territory that is not listed in the travel magazines or the tourist guides that we pick up a the airport. Many places have more to offer that the A-list celebrity  haunts. We are surrounded by a world of luxury goods and services, however the real luxuries in life can also be found in the remote regions of the Himalayas, or Ushuaia, a small island off south America where you find the tranquility and isolation people are now craving, something money cannot buy!! 

Ushuaia. Luxury Adventure travel.