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Guests with Harris hawks at Ashford Castle in County Mayo.
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The lux life of travel is truly worth living, but it isn’t just all-inclusive resorts and excessive caviar consumption (well, maybe a little bit).
That’s what was revealed through Luxury Gold’s new in-depth report titled The New Golden Age of Travel that was discussed at a media event last night at Shell House in Sydney. Leading the evening was Anna Thairs, a travel trends expert from TBWA Sydney, accompanied by Toni Ambler, MD Luxury Gold, and Anna Burgdorf, global brand and marketing director – luxury, Travel Associates.
The evening looked at six emerging travel trends in the luxury space which include: Touring on Top, Regeneration Rising, Leave-To-Learn, Tangible Nostalgia, The New Roaring Twenties, and Specialist Stays.
Touring on Top
Lux travellers are looking away from DIY travel, with many happy to pay the professionals for their time and expertise. Whether it be agents who can organise the trip or master tour guides that take travellers along the way, luxury tourists want a holiday with the human touch. The report particularly highlighted how communal and personalised experiences are thriving in the post-pandemic world of travel.
“Post pandemic, we’ve seen a lot of change in the way Australians travel and why they are travelling,” Burgdorf said.
“The rise of the travel advisor is key to this, as clients want end to end experiences and touring is the perfect example.
“Instead of booking flights, accommodation, and activities on their own, more and more Australians want this process to be seamlessly managed and that means finding a trusted advisor that can undertake this process of collaboration with them.”
Regeneration Rising
It’s not just sustainable travel driving those with a taste for luxury, the report revealed, but an emphasis on regeneration. People want to know how their holiday can give back, rather than just sustain.
This encourages travellers to find a holiday that’s led by nature and makes sure they are connecting to the land through their travel. Amongst this is the drive to find authentic experiences that give back and has led many luxury travellers to find holiday spots that protect and fund heritages while contributing towards the community.
Leave-To-Learn
While many want the masterclass experience on their journeys, Luxury Gold’s report showed that many want to find the specialist that can provide a unique experience. Whether it be cooking classes, weaving workshops, or even archaeological digs, luxury consumers want to know that they’re getting a locally unique experience from the master.
Specialist Stays
It’s not just the destination pushing travellers to a destination but the literal time of their life. That’s right, lux tourists are heading to certain destinations if they’re experiencing menopause, postnatal depression or even post-menopause. Much of this is geared towards women going into a new stage of life and looking for a new community, which has also seen increased interest in women’s-only tours.
“Consumers are seeking a return to human connection rather than booking their experiences themselves,” Ambler said.
But Luxury Gold also revealed that travellers looking to fulfil a need or desire isn’t restricted to women transitioning through life. Many holidays are geared towards those with immersive interests looking to escape into another world. Whether they be escape rooms, movie-inspired hotels or renting the Hobbiton from The Lord of the Rings, travellers want to visit the fantasy lands they know and love.
The Hobbiton from The Lord of the Rings – which can be rented on Airbnb
Tangible Nostalgia
Many travellers are looking to experiences that leave them with physical artefacts of their travel, not just as a status symbol but an emotional driver. And this isn’t limited to travellers taking home polaroids, plane tickets or little knick-knacks from their travels, but multi-sensory mementos that trigger the memories of travel such as the smell of a perfume, a particular taste or a song.
This aim to collect souvenirs also comes with the responsibility of the traveller to collect in a way that does not disrespect the spot they visit or contribute to over-consumption.
The New Roaring Twenties
It’s all about pleasure, debauchery and hedonism as travellers look a century ago to relive the roaring 20’s (let’s just hope the dirty 30’s don’t follow).
The New Roaring Twenties
Luxury Gold’s report predicted the rise of dopamine departures following the emotional and physical shutdown of the pandemic. The travel industry is looking to reinvent historical vices for the modern day – with caviar ‘bumps’ defining this hedonistic lifestyle, Luxury Gold reported. This drives travellers who are looking to celebrate and travel in a purely pleasure-focused way, as seen through 24-hour hotels (not the ones you’re thinking off) that focus on the senses and allow travellers to enjoy a taste of the glamorous life.
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