30 Feature LUXURY TOURISM


Tailor-made travel The future of luxury travel lies in offering the personal touch


The luxury travel sector has undergone a major shift in recent years, one which has redefined the very notion of exclusivity. Less a focus on brands and material aspects, personalisation is a key element of what now drives the high- end traveller when planning a trip. “Offering luxury customers a relevant,


personal and exclusive experience will become even more crucial than it is today — it will be a differentiating factor between old and new luxury,” argues the 2016 ‘Shaping the Future of Luxury Travel’ report by travel technology specialist Amadeus. Bruce Ryde, Head of Luxury & Lifestyle,


Brand and Marketing, AMEA, InterContinen- tal Hotels Group (IHG) agrees: “In emerging markets such as India and China, we are seeing booming demand for international luxury travel from middle class and aspirational consumers. “These travellers are focused on the mate-


rial aspects of luxury travel, while the more seasoned guests are seeking truly unique and curated experiences.”


HARNESSING THE FUTURE The use of new technology will be key in deliv- ering a personalised product, as providers strive to glean as much information as possi- ble on the preferences of each traveller. Fortune 500 trends guru Faith Popcorn


believes the term luxury travel will be completely redefined as travellers seek truly out-of-this- world experiences that are tailored exactly to their requirements. She says: “Consumers will crave immersive


experiences, which will allow them to indulge in luxury in both a physical and a virtual sense. “Travel brands and hotels will harness Virtual


Reality (VR) and the constant flow of personal likes, dislikes and bio-data to provide guests with once-in-a-lifetime experiences seamlessly and spontaneously — or so it will seem.” Popcorn predicts top trends will define the


future luxury travel landscape, with some elimi- nating the need to embark on a real-world jour- ney altogether. Hotels of the future will provide guests with ‘game-like environments’ in which to


experience fantasy escapes, Popcorn predicts, enabling travellers to dabble in risky travel scenarios played out in safe environments. “It’s a trend that will be driven by consumer


thirst for the unattainable,” says Popcorn, who also predicts that technology will be harnessed to create hotel products. She says: “Hotels will partner with fashion


brands to sponsor guests’ in-room wardrobes, complete with 3D-printed designer clothing. Wardrobes will be customised to suit individual fashion tastes, based on online shopping habits, size, and even local weather conditions, taking personalisation to a whole new level.” Popcorn also believes that in the decades


to come, as space itself becomes the ultimate luxury, VR will also evolve hotel interior design. Guests will be able to tailor their hotel rooms to suit their “personal and aesthetic needs”, she forecasts, citing customisable holographic wall art and fully-adjustable interior design as examples. In a first step towards creating this ‘new luxury’, InterContinental Hotels Group recently


called on renowned British interior designer Tara Bernerd to help develop new concepts that push the boundaries in terms of an experience to dazzle guests. “Details of this collaboration are under


wraps for now, but IHG has revealed plans for one of its most futuristic properties to date — the Songjiang Quarry Hotel in China, which will be built in a 90-metre-deep quarry outside of Shanghai, boasting cascading waterfalls, bungee jumping facilities and underwater bedrooms,” says IHG’s Ryde.


TRULY EXCLUSIVE A search for the authentic and unique is a strong motivator within the luxury travel market, feed- ing further into experiential travel trends. Ryde says: “Luxury travel has entered a new


phase, with meaningful and authentic travel expe- riences favoured over conspicuous consumption. “At IHG, we have focused on this evolving


segment and created luxury for each individual guest through thoughtful and understated


1 Bruce Ryde, Head of Luxury & Lifestyle, Brand and Marketing, AMEA, InterContinental Hotels Group 2 Shangri-La Hotels is using VR technology to showcase its offering


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