In the new era of luxury travel, throwaway interactions are traded for transformative and meaningful moments.
: Travel’s Luxury Bloom: Travel is booming across the board, and the luxury star is bright. In 2023, global travel and tourism reached €2.2 trillion (£1.8 trillion, $2.4 trillion) according to the United Nations World Tourism Organisation, with almost half of European travellers increasing their budgets in the last few years. Many people are seeking the best experiences possible, and luxury travel is forecast to hit €2.1 trillion (£1.8 trillion $2.3 trillion) by 2030. Wellbeing, sustainability and immersive experiences are emerging as key considerations when people plan trips.
: Health is Wealth: Wellness experiences are becoming a cornerstone of opulent travel, with advancements in optimisation, sleep technology and nutrition transforming wellbeing into the ultimate luxury. The size of the opportunity is clear: The Global Wellness Institute projects that the wellness economy will reach £6.9 trillion ($8.5 trillion, €8 trillion) by 2027.
Luxury hospitality is placing wellness at the centre of its developments. Equinox Hotel’s new resort in Saudi Arabia is the world’s first integrated wellness property with a focus on sports, fitness and lifestyle. Highlights include a magnesium salt rooftop pool, a spa, beach club and Equinox fitness club.
Ensuring wellbeing is part of the journey and the destination, the Dior Spa Royal Scotsman is housed on an iconic Belmond train. Dedicated to wellness, the carriage boasts two tranquil rooms, with treatments designed to be the perfect complements to guests’ outdoor itineraries.
: Supercharging Sustainability: The ethical conversation is being heard loudly across industries. For younger people, sustainable practices are non-negotiable, and their vision of luxury is defined by authentic experiences, local integration and a clear commitment to environmental efforts.
Luxury resort group Six Senses is illustrating this future in action. Its Sustainability Fund commits 0.5% of the company’s revenue, 50% of its house-bottled water sales and 100% of its soft toy sales toward restoring habitats and improving the quality of life in the communities where they operate.
Continue the conversation: Discuss your client’s travel priorities. What kind of places and spaces are they travelling to, and what is their focus when they arrive?
Image: Equinox Hotel Saudi Arabia
Image: A.P.C. extra virgin olive oil; Casablanca x Caviar Kaspia
Luxury brands are embracing food’s new cultural cachet. They are opening up experiences to new audiences and providing value through product collaborations and, at times, humour. With food now the first choice when consumers crave indulgence, it’s no surprise that the worlds of fashion, luxury and food are intertwining.
: Food Meets Pop Culture: Global research from Deloitte highlights that people are three times more likely to have made food or drink their recent splurge purchase, rather than personal care. Gucci tapped comedian and YouTube personality Amelia Dimoldenberg – known for her Chicken Shop Date series – to host its backstage Milan Fashion Week content last year, providing an irreverent approach.
: Trademark Tastes: Luxury houses are employing couture-level culinary activation. Examples include A.P.C’s ultra-exclusive olive oil, produced by the Moulin des Ombres mill at the Château de Montfrin in France, and Casablanca’s branded caviar, created in collaboration with Caviar Kaspia. Dior’s own Monsieur Dior restaurant in Paris has been created with chef Jean Imbert and demonstrates the success of fashion’s expansion into different realms of luxury. The brand is set to open a new restaurant in the culinary destination of Osaka, Japan, in 2025, with acclaimed chef Anne-Sophie Pic (of Pic fame) at the helm.
: Designer Dining Clubs: Innovators are making dining experiences even more exclusive. Harrods is delving in to dining excellency, with its first members’ club – The Residence – in Shanghai. It includes an exclusive Gordon Ramsay restaurant where guests have access to the world’s most exclusive whiskies. Members will also enjoy private dinners and masterclasses hosted by partners.
Continue the conversation: Is food, drink and dining a luxury experience for your clients? Explore their experience with culinary experimentations and collaborations.
