New trends among luxury travellers

Wealthy tourists want ‘subtle indulgence’, ‘no-frills chic’
High-end travellers increasingly want ‘subtle indulgence’ and travel that relates to their personal values, as opposed to flashy, conspicuous consumption, according to new research by Sabre in collaboration with TrendWatching.
“The evolution of high-end travel is creating a marketplace where ‘luxury’ is defined by the most exclusive, unique experiences that reside at the intersection of affluence and access,” said Sarah Kennedy Ellis, vice president of global marketing and digital experience at Sabre Hospitality Solutions.
“We see guests moving beyond traditional ideas of status and embracing highly-bespoke travel opportunities that focus more on the individual traveller’s personality and values and less about expressing opulence.”
The findings chime in with other similar recent studies.
One trend highlighted in the most recent report, Future of Luxury Travel, which can be downloaded here, is wellness. Global wellness tourism is expected to grow by over 37% to $808 billion over the next three years, according to the Global Wellness Institute, much of it down to luxury tourists.
Secondly, ‘low-key luxury’ is on the rise, with affluent travellers choosing subtle indulgence over prominent labels and showy opulence. The ‘no-frills chic’ trend contrasts with traditional luxury.
Another trend is what Sabre refers to as “indulgence without guilt”, with emerging high-end products and services whose selling points include a positive environmental or social impact.
From ice cream made from fruit that would otherwise have been sent to a landfill, to lab-grown gems that offer an ethical alternative to diamond mining, many wealthy consumers are choosing products that they think help to make the world a better place.
TTG Asia

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