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MI S T Y B E LLE S VICE PRESIDENT OF GLOBAL PUBLIC RELATIONS AT VIRTUOSO, A NETWORK OF LUXURY TRAVEL AGENCIES
What are luxury travellers seeking at this time? Luxury travellers are looking for exclusive, incredible trips of a lifetime, with adventure companies such as Virgin Galactic and White Desert proving popular. Disconnecting from the routine and stresses of home and connecting with new people, cultures and ideas have been the primary reasons for travel in 2022. The prioritisation of luxury experiences over luxury goods continues. Virtuoso off ers experiences such as private opera performances in the Sistine Chapel aſt er hours or a private yacht charter around Greece. We’ve also seen a tendency towards private aviation, as travellers look to remove some of the pain points of commercial air travel.
What tours and destinations are popular? The US, Italy, France, Canada and Greece came out on top as the hottest global destinations for summer 2022, closely followed by the UK, Spain, Mexico, Ireland and Switzerland. Trips to the Caribbean seem to be gaining popularity through the rest of 2022 and into 2023.
Are people approaching trips in a more ‘conscious’ or holistic way? Purpose-driven travel remains paramount, with the preservation of natural and cultural heritage a top-of-mind concern for travellers. In a recent Virtuoso survey, affl uent consumers reported transparency is more of a factor than cost when planning to implement sustainable travel practices: 75% of travellers said they’re willing to pay more to travel responsibly if they know how the funds are being used.
What else is infl uencing luxury travel? The travel landscape looks very diff erent from 2019. Unprecedented demand for customised travel has led to a 50% increase in the number of people seeking our services.
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ROS S E L L A BE AU GI É CO-FOUNDER OF THE THINKING TRAVELLER, LUXURY VILLA SPECIALIST
What are luxury travellers seeking at this time? Seclusion and a private space to reconnect with loved ones, with home-from-homes, private residences and villas being the perfect choice for those wanting to get away from the crowds.
What specifi cations are they requesting? We’ve seen an increase in the number of requests that have come through for fully-serviced villas that provide private chefs, villa staff for daily housekeeping and VIP experiences such as in-villa wine tasting. Guests have also been looking for in-villa facilities such as cinemas and hammams.
What tours and destinations are popular? Travellers are booking authentic ‘off -the-beaten track’ destinations. Villas on the Greek islands of Paros, Antiparos, Tinos and Syros have been very popular, along with our properties in cosmopolitan favourites such as Sicily and Puglia.
Are people approaching trips in a more ‘conscious’ or holistic way? People want a deeper understanding and to get in touch with the community. This is another reason why our portfolio is so well received, because we’ve restored historical buildings like towers in Sicily and a fortress in Capraia. Our clients understand the importance of these places and what they can give back to the community. Guests are also loving having the cook from the village rather than a chef from a Michelin-starred restaurant because they like the opportunity to sample real life in the destination.
What else is infl uencing luxury travel? We’re noticing clients have an amplifi ed desire to travel to our Mediterranean destinations in the cooler, quieter months. We’re also increasingly fi nding more couples choosing a villa holiday over a hotel stay.
J U L IE T KIN SMAN AUTHOR AND SUSTAINABLE LUXURY TRAVEL EXPERT
What are luxury travellers seeking at this time? People are going away for longer and investing more in travel. They want really high-quality experiences like safaris and more adventurous trips booked through tour operators. People would be much more casual about their plans in the past, but now they’re investing in proper tour operators because if they have to adjust their plans, they want to know someone has their back.
What specifi cations are they requesting? Wellness and wellbeing experiences that stray from your normal boring massage in the spa. People are becoming much more open and adventurous to things like a shamanic ritual. There are a lot of nature-based wellness experiences, which I’m loving hearing about and seeing. People are valuing slowing down and connecting with nature.
What tours and destinations are popular? Destinations that need tourism support. Rather than going to the obvious places, people are seeking out less populated areas so they know their money can go to more remote communities that need it — and they have a more authentic experience. For example, Bhutan or Romania.
Are people approaching trips in a more ‘conscious’ or holistic way? Yes, people aren’t buying these generic package holidays, but they’re taking time to really think about every link in their entire itinerary. Perhaps seeking out activities where they can give back, whether funding a conservation initiative or a social enterprise that benefi ts indigenous people.
*Juliet Kinsman is author of The Bucket List Eco Experiences: Traveling the World, Sustaining the Earth, published by Rizzoli.
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