IMAGE: SACHIN SONI
Q&A
LOOKING AHEAD
The luxury travel industry has been hit hard by recent world events. We talk to an expert about how businesses are adjusting
LYS B E TH FOX FOU N D E R A N D C EO OF LUX U R Y T R AV E L P R AG E N C Y FOX COMMU N I C AT ION S
HAS THE PANDEMIC CHANGED LUXURY TRAVEL FOREVER? Yes, I believe it has — but there are silver linings. The luxury traveller has become more appreciative of the experience since it’s been taken away from us through the global lockdowns. They’ll have an appreciation for the communities that have been hit hardest by the lack of tourism. They’ve also witnessed how the world has healed during this slow down and will live life to the full but respect our planet while doing so.
HAS PEOPLE’S DEFINITION OF ‘LUXURY’ ITSELF CHANGED? Luxury has always been about time — either giving people more time in their lives, scouring the world fi nding that unique product or taking time to have a special garment or item made by an artisan. That defi nition of luxury is more relevant today than it’s ever been. The pandemic has made people
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treasure their time with friends and loved ones. Time seems to have stopped or been pulled into strange shapes, and we’ve realised just how important it is. Luxury travel gives us that in abundance, the opportunity to savour special moments in time, create treasured memories, interact with new communities and experiences, giving us time to appreciate, time to remember. There’s an anonymous quote that I really love — ‘travel is the only thing you pay for that makes you richer’.
WHAT LUXURY TRAVEL TRENDS ARE YOU PREDICTING FOR 2021? We hosted a 10-year forecast event in February 2020 before the pandemic hit and I asked my illustrious panel what their predictions for the future were. Mine was carbon negativity. We’ve all been discussing carbon neutral for a few years now, but I think the concept of carbon negativity is
where our future lies. In a recent article for The New York Times, Elaine Glusac coined the term ‘regenerative travel’, suggesting that, in the future, travellers will give back to the places they visit, not just take from the land. I hope they’ll think about where their tourism money is going, and ask the right questions to ensure it’s getting into the right hands. The private aviation market will
fl ourish, with people who want the privacy of end-to-end travel. Villa rentals, for people to spend quality time with family and friends and fewer but longer holidays. Also, the rise in the use of digital
technologies will continue — we’re already seeing the increase of hotel apps, phones that double as room keys, and digital check-in or check- out systems. Human interaction will be less prevalent, but more special, more meaningful. With the rise in digital data awareness on guests’ habits, luxury brands will be able
to get to know their customers even more — their likes and dislikes at various touchpoints. People will return to the same places for that familiarity, reassurance and sense of security.
WHAT LUXURY DESTINATIONS WILL BE POPULAR FOR 2021? From Indonesia to Fiji, private island escapes will be popular, as you can fl y in and fl y on to them directly, making the experience more Covid secure. Immersing in nature has been a big trend that’s come out of this year, so more remote destinations that enable travellers to experience scenery and lush landscapes, off ering space and privacy along the way. Being unable to travel during the pandemic has also made us more appreciative of the destinations on our doorstep; luxury staycations will continue to rise, whether it’s escaping to the Cornish coastline or rugged Scottish highlands.
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