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ASPIRE BRUNCH CLUB


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SOCIAL MEDIA HAS FUELLED DEMAND FOR EXPERIENTIAL TRAVEL, EXPERTS REVEALED AT A BRUNCH CLUB FOCUSED ON BUCKET-LIST EXPERIENCES, SUPPORTED BY NEWS UK AND PONANT. JULIET DENNIS REPORTS


BABY BOOMERS BIG ON BUCKET-LIST TRIPS


The baby-boomer generation is increasingly seeking ‘experiential’ bucket-list trips and demanding travel companies get the minor details of a holiday right. Wild Frontiers founder Jonny


Bealby, who described most itineraries offered by his company as ‘bucket list’, said: “It’s about giving people experiences, memories and stories so that on their death bed they don’t look back and think ‘I wish I had been here and there’. “We have seen a massive increase in the older generation booking and a lot of younger baby boomers also now have the money and the time. “The average age of our clients is 53 and that’s the demographic that is really pushing the growth of experiential travel.” The Sunday Times Travel Magazine


features editor Katie Bowman reported a change in what her readers want, with evidence that they were “dreaming bigger” while homing in on the detail. “Their horizons have been broadened massively and it’s not so much about where but about getting it right,” she said. “It’s also about making sure they are not following


the crowds and knowing what time of day to go to something, where the best view is or where to eat. The minutiae is now really important.” This could be linked to building


up ‘smug’ points for clients by taking part in unusual experiences or meeting people of particular interest on the trip, she added. “It’s doing it in a way you’ve


never done it before,” Bowman said. Jonathan Reynolds, general manager at Shangri-La’s Rasa Ria Resort & Spa, said hotel concierges were vital in providing the level of detail needed for a bucket-list trip. “A decent concierge will put guests in contact with the right people to have the experience they want,” he said.


TOP SPOTS HAVE A ‘MAGICAL AND DREAMLIKE QUALITY’


Katie Bowman, The Sunday Times


Bucket-list destinations typically boast a “dreamlike” quality or an appeal that cannot be seen or enjoyed elsewhere, according to the Aspire panel. Tourism New Zealand’s regional


manager for Europe, Pip Casey, said: “There is something almost unobtainable and special that you would not normally do.” The Sunday Times’ Katie Bowman


added: “There is a sort of magic about some destinations that is lacking in others. Lake Como, for me, had that perfect, dreamlike quality.” Casey added that the first Lord of the


Rings film 15 years ago elevated New Zealand, where it was filmed, to the top of many consumers’ bucket lists. “The Lord of the Rings and Hobbit films


made New Zealand have a sense of magic that no other destination had,” she said. “It was a real game-changer and that


legacy continues.” Jonathan Reynolds, Shangri-La


34 — aspire december 2016


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