What was once reserved for the rich and famous, luxury travel is now something that the everyday person has access too. With things like airport lounges charging as little at $40 entry fee, it’s no wonder that we’re all after that little bit of luxury.
Re-branding of the luxury traveller
Since we’re all after a little something more for our money, it became harder and harder for big companies to reach out to that super-rich clientele they were once so familiar with.
That’s why there are three main types of travellers that customers have since been categorised in to. The ultra-high-net-worth, who would likely use private jet hire, the high-net-worth and the aspirational upscale traveller.
I think we all know which category most of us fall in to (shout out to all the aspirational travellers), but what has this meant for us looking for a luxury travel experience?
Personalisation to bookings
What seems to be a common thread throughout most industries is the need for personalisation. We no longer want just the standard package vacation– we want more.
We now have more involvement in the whole process than ever before.
Think about it – we can download airline apps to make changes to our booking, pay for added extras online as well as use price comparison sites to find the best deals away from the prying eye of larger corporations.
We’re basically a savvier consumer, which has meant airlines and airports are trying their best to offer the most personable travel experiences.
Do it for the Gram’
Platforms like Instagram have given the everyday person the opportunity to visually share their travel experiences. The rise of the plandid photo, in particular, has lead to a complete overhaul in terms of the types of images shared on the platform.
With pictures from all over the world accessible with just the tap of a finger, more of us are now hoping to jet off to these locations – no matter how remote.
This has meant that luxury travel has had to adapt to fit this new market of traveller. Bigger companies are collaborating with local services and forming partnerships that can offer travellers this taste of luxurious escapism in hope of shares and likes to boost their online brand.
What does this mean for us? It’s basically easier for us to get to those hard to reach places and take those Insta-worthy shots!
What does the future look like for luxury travel?
As we’ve mentioned before, there has been a distinct shift in the definition of ‘luxury’. This means that, nowadays, luxury travel is less about a fancy hotel and more about the experiences on offer in the destinations.
Rather than hitting up the local tourist hot spots, we want to live the life of the locals. Whether that’s indulging in the local cuisine or exploring those hidden gems, we want to get out and do things.
While this is definitely a millennial mentality, its something that a lot of tour operators are looking to accommodate.
From high-end yoga retreats to having your breakfast with Giraffes, the word luxury is certainly going through quite a transformation.
While luxury travel is still considered idyllic for most of us, it is at least becoming somewhat more of a reality. This means that, in the not too distant future, we will hopefully all be able to live our best lives without breaking the bank!