SINGAPORE, 9 August 2017: Travellers are adopting new ideas on what constitutes luxury travel, according to the latest Sabre study.
Heading for the exit are the flashy logos and conspicuous consumption, replaced by more subtle indulgences, not so showy and not in the face of those who are blessed with less cash.
The trending shows today’s luxury traveller gravitates toward travel that enables them to live out their personal values and fulfill dreams through exclusive experiences.
In this new landscape, “luxury travel” could 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 an once-in-a-lifetime dive to the wreck of the Titanic – a “vacation” that requires specialised training in addition to the ultra-premium price.
Sabre’s newly-released report, “The Future of Luxury Travel”, by Sabre Hospitality Solutions and in collaboration with TrendWatching reveals five key areas that impact on how customers will choose luxury accommodation and experiences in the years ahead.
“The evolution of high-end travel is creating a marketplace where ‘luxury’ is defined by the most exclusive, unique experiences that reside at the intersection of affluence and access,” said Sabre Hospitality Solutions vice president of global marketing and digital experience, Sarah Kennedy Ellis. “We see guests moving beyond traditional ideas of status and embracing highly-bespoke travel opportunities that focus more on the individual traveller’s personality and values and less about expressing opulence.”
Three trends to watch
Luxury drives wellness tourism: According to figures from the Global Wellness Institute, the global wellness tourism segment is expected to grow by over 37% USD808 billion over the next three years. Luxury travellers will look for opportunities to better themselves. Trips could include rare moments like an exclusive Museum Workout at New York’s Metropolitan Museum of Art – a 45-minute exercise session and tour held before the gallery opens to the general public.
Low-key luxury: Increasingly, luxury travellers identify themselves as “post-status” – choosing subtle indulgence over prominent logos and showy opulence. The “no-frills chic” phenomenon sees travellers choosing travel that contrasts with traditional luxury – which, itself, is a new way of showing off one’s status by defying convention.
Indulgence without guilt: Another factor driving consumer choice is a desire for guilt-free luxury. The report cites examples of emerging high-end products and services. The 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.
The Future of Luxury Travel report provides in-depth examples of all five trends across multiple industries, along with guidance to help hoteliers prepare to leverage these trends. The full report is available for download here.
(Source: Sabre Hospitality Solutions)