Travelers are increasingly redefining ‘luxury’ in their travel experiences, focusing more on immersive encounters rather than opulent surroundings.
- According to Pegi Amarteifio of Small Luxury Hotels, luxury now centres around personal expression and engaging with local communities, departing from traditional material indulgence.
- Tui’s head of city experiences, Klaudija Janzelj, highlights a trend towards sustainability and immersive experiences, with travelers seeking off-the-beaten-path destinations.
- Patricia Bergler from TourRadar notes a rise in solo female travel and interest in shoulder season trips, emphasising the importance of creating all-year destinations.
- Vaishali Patel advises tour companies to ‘go local’ when developing products, offering tours like the Immersive Indian Community Tour in North London.
The tourism industry is witnessing a significant shift in how ‘luxury’ is perceived. Pegi Amarteifio, Vice-President of Global PR and Communications for Small Luxury Hotels (SLH), highlighted at the International Women in Travel & Tourism Forum that travelers now prioritise experiences over opulent amenities. ‘It’s more about expressing who you are as a person,’ she remarked, noting the growing demand for immersive experiences and local community interactions.
Klaudija Janzelj from Tui identified a move towards incorporating sustainability into travel experiences. She cited an example where visitors to Rhodes swim with fish, facilitating discussions on fish farming and environmental concerns. She sees a rising demand for handcrafted travel itineraries and authentic experiences in less frequented locations.
Patricia Bergler, head of marketing solutions at TourRadar, recognised an increasing number of solo female travelers and a preference for travel during the shoulder seasons. She suggested that creating all-year travel destinations is a ‘beautiful challenge’ that can help distribute tourism more evenly, mitigating the impact of high tourist influxes in peak seasons.
Vaishali Patel, a tour guide and writer, stressed the importance of ‘going local’ when developing travel products. Her own tour, the Immersive Indian Community Tour of North London, exemplifies how local insights can enrich travel experiences, offering unique and genuine interactions.
The evolving definition of ‘luxury’ in travel underscores a broader industry trend towards personalisation and sustainability in tourism.
