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• What luxury travellers want, and how to attract them

28 February, 2024

The global luxury travel market is huge, not in the number of guests with substantial buying power but the astonishing level of buying power that these luxury travellers have. The good news for hoteliers targeting those top 5% of guests is that they seem to spending more every year. The global Luxury tourism market had an estimated total revenue of USD 1,308.15 billion in 2022, and is projected to be worth USD 3,023.78 billion by 2032.

In this article

• Millennials & Aspiring Luxury

Baby Boomers and Absolute Luxury

• Barefoot Luxury
• Multigenerational Travel & Grand Gatherings
• Sustainability
• Wellness tourism

Bleisure/Bluxury

• Staycations
• Offer unique experiences

Offer authenticity and immersive guest experiences

Offer instagrammable moments.

• Offer Hyperpersonalisation

Aside from these travellers being prepared to spend up to $3000 per night, with the average landing at a comfortable $500 per night according to a Bloomberg MLIV Pulse Survey , they are also taking more than double the number of trips that your regular traveller may take. A study by Resonance found that “the top five per cent take 14.3 trips per year (half for business and half for leisure, totalling an average of 29 days per year). U.S. travellers overall take an average of 4.8 trips.” 

One of the biggest benefits of appealing to the luxury market is that while the rest of the world may be affected financially by global events (e.g. covid-19, the Russia-Ukraine War and the cost of living crisis) these most affluent travellers have the wealth to continue to spend despite global economic turmoil. 

How do you attract this small but lucrative target segment to your property?  

Step 1: Know who you are talking to

The luxury travel industry is fairly complex, with different demographic groups looking for different experiences from their luxury holiday. While they all have significant buying power, marketing to the different guest segments would look quite different. 

By age group, the market is segregated into Millennials, Generation X, Baby Boomers, and the Silent Generation. Depending on the degree of wealth these types of luxury travellers will spend on travel, products are further segmented into absolute luxury, aspiring luxury and accessible luxury. The absolute luxury segment spends the most and most frequently. However, targeting aspiring and accessible luxury travellers could lead to a significant boost in your bottom line, as they are still frequent travellers who are looking for exceptional experiences in their next destination. 

Millennials & Aspiring Luxury 

One significant luxury demographic group are the Millennials, these are travellers between the ages of 28-43 who were born into the age of technology and use it to their advantage. They generally seem to be more active than the Baby Boomers and also seek unique experiences and culturally immersive trips over predictable luxury hotel stays.

These travellers tend to seek authenticity and want to become involved in the day-to-day living of the location they are visiting. They are also looking for the most ‘ Instagrammable ’ location for their vacation, to be able to share it with friends and family on their social media platforms. While Millennials encompass a large part of the luxury travel market, according to a report by Allied Market Research , Millennials “spend $527 a day on a trip which is 62% less than their older counterparts.”  

In line with the findings from the Allied Market Research report, many of the Millennial travellers are often classified as ‘aspiring luxury’ and ‘newly rich’ travellers. These moderately wealthy individuals value travel and are willing to part with significant amounts of their disposable income for travel. On average, they take five business and leisure trips annually,  which are generally shorter luxury breaks, in comparison to their older counterparts, due to financial constraints. 

While there is still significant wealth attributed to the aspiring and accessible luxury travel market there is not much that can compare to the affluence of a small percentage of high-net-worth individuals (HNWIs). However, if you are catering to these guests you will know that they demand opulence, exclusivity, careful curation and innovation. They expect private yachts to remote locations, gastronomic journeys through foreign countries and a private butler to see to their every need. 

Considering that 20% of over 65s in the UK are HNWIs, and that Baby Boomers control about half of the wealth in the United States (while only accounting for 20% of the population ), it’s not surprising that Baby Boomers had the highest share of the Luxury travel market in 2022 at about 41.57%. 

These guests are often retired or soon to retire and have the disposable income and time to take extended luxury vacations, and they are generally seasoned travellers and know exactly what they expect from their next holiday. These travellers also have the means to employ someone else to do their research and running around, and they do. When it comes to booking, they often seek the advice of travel agents rather than going it alone online – 85% of luxury travellers told Deloitte that the best way to book personalised luxury travel was through a travel advisor.   

Step 2: Keep Up to Date with Luxury Travel Trends 

No matter which luxury segment you are marketing to, there are some clear trends across the luxury travel market. One of which is the significant change in consumer behaviour from seeking material possessions to spending disposable income on unique experiences. 

“In 2022, luxury travel took on a new perspective, prioritizing experiences over material possessions. Travellers sought personalized and customized journeys, while also embracing sustainability and responsible travel practices.” – Global Data

Many of these travel trends are not exclusive to luxury travellers, but when done on a luxury budget many of these trends translate into something a lot more enticing and lucrative for property owners. 

Barefoot Luxury 

Barefoot luxury can be defined as experiencing comfort, sophistication and luxury in a laid-back environment. Traditional luxury often requires some input from the guest – they have to look, dress and act the part of the luxury tourist. Barefoot luxury gives the guest space to truly relax and quite literally let her hair down, while still being treated like a VIP. 

It’s all about embracing comfort and encouraging guests to experience your surroundings while at the same time providing an excellent, exclusive and luxurious experience. Over the years, barefoot luxury has come to be associated with nature and local experiences together with comfort, making it a possibility regardless of where you find yourself. Barefoot luxury requires careful planning to ensure the right balance between authenticity and comfort. 

Andrea Britt, the co-founder at Secret Getaway summarised it perfectly in an article for IOL “Barefoot luxury isn’t about being cheap, it is about the immersive experience that guests get to enjoy. These experiences are well out and different to what many have experienced before,” she explained.

Safari and adventure travel – the stereotypical barefoot luxury holiday – was the single largest luxury travel segment in 2022, accounting for 34.2% of market share and a revenue of USD 461.65 billion. Other variations on the barefoot luxury theme, such as wellness retreats, are also increasing in popularity.

Multigenerational Travel & Grand Gatherings 

Another two travel trends which have leaked into the luxury travel market include the increase in multigenerational family holidays and the newer concept of Grand Gatherings. Grand Gatherings refer to a large group of travellers who travel together for a special event or function. These groups may be somewhat related, for example, several family units travelling together to create a gathering. 

Around 40% of the top five per cent of earners planned to take a multigenerational trip in the next year, according to an Altiant survey , and Jack Ezon, founder of Embark Beyond, a luxury travel group focussing on Ultra-HNWIs, told Forbes : “Multigenerational travel is still the biggest growth area for us, and has been consistently growing for years. In 2019 multigen experiences grew by 22% and now account for 32% of our transactions and 43% of our overall revenue”.

“In line with the continuous growth of multi-generational and group gathering demand, villa vacations continue to grow with the greatest growth in what we call the “mega-villa” segment. Families still account for the lion's share of villa sales with about 60% of villa requests. However, a huge emerging market segment accounts for almost 30% of villa demand, and that is small gatherings of non-family constituents. This is one of the most important market phenomena that has emerged from Covid.” – Embark Travel Trends 2023 report

Sustainability 

Sustainability is a hot topic in all industries, from the revolt against using single-use plastics to increasing scrutiny of the carbon output of delivery and manufacturing processes. Unsurprisingly, consumers are also looking for sustainable ways to travel.  

Aside from doing your bit for the earth, you will be a more attractive option for many travellers if you have green credentials to flaunt - over 80% of respondents in a Statista survey said that sustainable travel was important to them.  

“A business with a focus on sustainability is a business which actively seeks out engagement with people, community and planet.” — EHL

This may be especially true among those who don’t mind spending a little bit more to ease their conscience. Many affluent travellers want to know that their luxurious and extravagant trips are not coming at the expense of the environment and therefore many luxury travellers are searching for eco-conscious travelling. When luxury travel advisory group Virtuoso surveyed their clients, 74% of them said they were “willing to pay more to travel sustainably if they know where their money’s going.”

Post-pandemic sustainable travel has also come to include not only the preservation of the environment but the preservation of cultural heritage and local communities as well. This feeds back into the loop of luxury travellers looking to immersive themselves in a location, and experience all that it has to offer. The upside is that incorporating local cuisine, culturally immersive excursions and embracing the local environment means that much of the influx of wealth via travellers is dispersed into the local community.

Sustainability should therefore not simply be seen in terms of once-off changes that can be made or a problem that can be fixed. It requires a long-term commitment to being sustainable. And when sustainability is committed to, it becomes not just a feature that you can advertise to your environmentally conscious clientele, but an investment in your, and your community’s, future. 

Get started going green with insights from the WTTC [interview]

Wellness tourism 

Wellness is one of the fastest-growing sectors in the hospitality industry, accounting for 476.1 billion in 2022, and predicted to be worth 1.02 trillion by 2030. 

Travellers across the wealth spectrum appear to agree that travel can be beneficial for mental and physical wellness, and that this is something worth spending time and money on. When they were surveyed in 2022, 44% of Booking.com’s users were planning a meditation or mindfulness holiday in the coming year, and 42% wanted a break with a focus on physical or mental health. 

In 2021, 88% of survey respondents told American Express they believed travel was good for mental health, and 76% said they wanted to spend more on travel that would improve thier wellbeing, and 55% said they would pay more for additional wellness activities. In an Altiant survey , 61% of the top five per cent of earners said that wellness played a major role in their travel plans.

Interestingly enough wellness tourism is experiencing many cross-overs with other key luxury niches such as sustainable travel and barefoot luxury as many travellers are foregoing the commercial spas and cookie-cutter retreat centres and rather looking at doing nature immersive experiences and reconnecting with Mother Earth. 

“Luxury retreats that offer mountain hikes, forest bathing, and wild swimming even in cold waters adopting the Wim Hof cold therapy method, will be on the list of high-end travellers looking for a dive into the wild in 2024.”  – Me Time Away Magazine

Bleisure travellers are those people who mix or combine travelling for business and pleasure – some do both at the same time and some go to places for business and then stay for a few days afterwards for a luxury vacation. Bluxury is a similar concept but with the addition of these business and leisure guests seeking absolute luxury. 

Blesiure travel has been on the increase post-covid. With many employees working remotely or living ‘nomadically’, there is no reason to rush home after a work trip, as long as there is sufficient Wifi and other business-related amenities, remote workers are free to stay on and experience the local culture. In addition to this many employers are using travel to bring together teams who work remotely, trying to encourage team morale and communication. 

“Growth in commercial flight bookings exceeded leisure travel for a portion of 2022 and is now recovering in tandem with leisure travel in 2023, up 42% year-over-year-to-date change from 2022 to 2023.”  – Mastercard Economics Institute

Staycations 

A trend that was borne out of necessity during the travel restrictions of 2020, the ‘staycation’ has evolved into an affordable and convenient way for travellers to get their taste of luxury.  Whether they are on a tighter budget than the traditional luxury traveller or if they don’t have available time to take a long trip to new destinations you can offer them the same solutions to their problems of needing a rest, feeling pampered and feeling like they are experiencing exclusive luxury and they can do that around the corner from their home. 

As we have mentioned before, the luxury traveller is looking for an experience, not just a lavish hotel room. With that in mind hoteliers looking to capitalise on the ‘staycation’ phenomenon need to think outside the box and create the same exclusive experiences that the luxury traveller is seeking but from a different perspective. Place focus on those elements that symbolise ‘luxury vacation’ in the mind's eye of your guest. When creating your staycation package, look to include a bottle of champagne, an upgrade to a suite, or maybe a cooking class. 

The idea of a staycation is to get away from day-to-day life. You need to sell your guests on the fact that they can achieve this without travelling to a faraway place. To do this, you’ll need to create that sense of escape within the grounds of your own hotel. Consider creating a weekly or monthly event schedule focused on movies, music, wellness, and meditation. 

Step 3: Adjust your offerings 

Offer unique experiences .

According to MasterCard’s report on Travel Industry Trends , spending on things increased a measly 12% from 2019 to 2023, while travellers spent 65% more on experiences in the same period.

Luxury travellers are looking to spend their money, and lots of it, on unique, once-in-a-lifetime and culturally immersive experiences. It's no longer about fancy hotel rooms and top-of-the-line amenities, these travellers are looking for something unique. 

“Luxury travellers are looking for experiences that are authentic, unique, and personal. They’re not interested in cookie-cutter vacations or one-size-fits-all solutions. They want something that is tailored specifically for them.” – Katie Dillon, Editor, La Jolla Mom

This trend is not confined to the luxury travel market, in fact, according to a Booking.com study , “73% of respondents are looking forward to experiencing ‘out of comfort zone’ travel that pushes them to the limit.”

We can see this in action as some of the larger brands are already taking huge strides in including experiences and not just hotel rooms into their offerings, for example, Marriott launched their first fleet of The Ritz Carlton yachts during the last quarter of 2022, offering a novel way to experience hidden gems and amazing places. 

In practice:

Crafting tailored packages that centre around activities and experiences can be a compelling draw card for these discerning luxury travellers seeking unique adventures. 

Even if your property doesn't host these activities directly, establishing partnerships with local providers can yield mutually beneficial arrangements. Furthermore, ensuring that your website features a curated list of nearby activities and experiences, along with showcasing them creatively in guest rooms, can elevate the overall guest experience. 

Equipping your staff with thorough knowledge of the local area and its offerings will also contribute to making guests feel well-cared-for and their needs catered to.

Find out more about the “Barefoot Luxury” travel niche  

With millennial travellers prioritising discovery and adventure, it's evident that they crave immersive experiences and authentic cultural encounters. Rather than opting for traditional luxury resorts, Millennials are drawn to unconventional experiences such as staying at a Berber camp in Morocco, dog sledging in Norway, or embarking on a helicopter ride over Victoria Falls. 

“Experiential, or immersive, tourism typically attracts travellers seeking in-depth physical enrichment, emotional fulfilment, spiritual awareness, intellectual nourishment, or a combination of these.” – Future of Luxury Travel

Hoteliers can also strive to create an experience for potential guests online, using creative content and images to tell a story that allows potential guests to immerse themselves in the experience while they are still in the early stages of planning their travel.

Creating immersive experiences doesn't necessarily have to see the guest even leave the hotel. You can think of creative and culturally relevant fine dining experiences and sampling locally made spirits or wines. In addition, you can include novel and locally sourced amenities, such as artisanal soaps and naturally occurring flowers in the rooms. 

With the rise in social media popularity and online travel influencers , the industry has seen a rise in guests looking for photographic moments to share online. This coupled with the idea of aspirational living means that many travellers are looking to go to places they've seen the rich and famous travel to, or just to one-up their social media friend circle. 

According to a report written by The Olinger Group based on a survey of over 1500+ ‘luxury travellers’, 77% of them admitted to selecting “vacation destination based primarily on social media.”

They are also hugely impacted by online traveller reviews with 85% of the participants agreeing that they have read online reviews from review sites before booking their luxury trip. 

Making sure your hotel is ‘Instagrammable’ at all times can be a tall ask, but you can start to look at consolidated review data and learn what your guests love most about your property and work to highlight those areas even more. 

“With social media an increasingly important channel for communicating guest preferences and recommendations, hoteliers would do well to focus on features that their guests are speaking most about – enhancing these features, without sacrificing other parts of the guest experience which lead to overall guest satisfaction and loyalty.” – Jonathan Barouch, Local Measure Founder and CEO

You can think about creating set ‘photographic locations’ for your guests, this way you start to control the narrative as to which areas of your hotel are photographed frequently. For the guest, it also takes out the mental effort to decide where to take their photos, and can instead just concentrate on enjoying themselves. 

Curating these photo-worthy scenes also creates a trend, and potential guests who have seen friends and family or even influencers photographed in a particular location will book their trips around capturing those trending shots. Giving guests novel or creative welcome packages, creative cuisine or unique room decor are just a few examples of how you can help inspire guests to snap pictures in your hotel. 

You can use your hotel's social media to market your hotel to potential guests, bringing in the idea of FOMO (Fear Of Missing Out) marketing . Think of Instagram as an image magazine that people browse through frequently – tell them stories to captivate their interest. Share stories about your staff, guests, and locals, and let your guests feel connected to and invested in your property and your location before they have even booked with you. 

Here are some practical tips for getting your hotel Instagram-worthy 

Offer Hyperpersonalisation 

The luxury traveller expects individual attention privacy and exclusivity. Now more than ever luxury travellers want to feel that they are the only ones around. Think private yachts, private islands, custom tours and private excursions. Often this starts with travel advisors who are there to make guests’ trips completely tailored and one-of-a-kind. 

“One of the simplest definitions of luxury goes like this: ‘Of course I can do it myself. I don’t want to.’ Travelers want to find somebody that really knows what they’re doing, has great connections, saves time, and has their back.”  – Matthew Upchurch, chairman, Virtuoso

Having this ultra-personalisation even before you have embarked on your trip can set the stage for the holiday. Once the luxury traveller has decided on where to go it is important that the accommodation, excursions and added extras all exude the same level of exclusivity. 

Starwood Hotels, for example, assigns personal assistants to guests who stay with them for 100 nights a year or more, and guests at The Portrait Roma hotel in Rome are invited to make use of their “lifestyle team”, who are on hand to personalise each guest’s stay and help them to explore Rome. Don’t think you need to offer a personal assistant to achieve a personalised experience, however; proving personalisation is becoming easier and easier with the right technology.

In practice: 

Personalisation can and should start long before a guest arrives at your hotel, and it can begin before a traveller has even decided to book with you with targeted advertising and dynamic website content, websites that adapt to the client's language and show them content based on their location or even search history. 

Once you have received a booking, you should send guests a pre-stay questionnaire to ask them the questions you need to make their stays memorable. Not only can you ask them the basics (do they have any food allergies or physical special needs), but you can also ask whether they would prefer a mountain or a pool view, which floor they would like to stay on, and which brand of tea you should leave in their rooms. 

Getting to know key details about your guests before they arrive gives you the opportunity to make them feel even more valued when they check in and discover everything they need is already prepared. Again this can be further enhanced by offering clients the ability to customise their in-room experience through mobile-controlled in-room technology via the use of hotel apps and in-room tablets, think of the guest being able to remotely adjust the temperature of their room before they have even stepped foot inside.  

Read about five pre-stay communication techniques to help improve your guest experience

A post-stay questionnaire should be a staple in any establishment, but this questionnaire needn’t just be used to improve your offerings and guest experience – information collected in your post-stay questionnaire can be added to a guest's profile so that, as he or she stays with you more frequently, you can get a fuller picture of their likes and dislikes and make their holidays more specialised and memorable, and you can make your marketing correspondence with them more relevant to their interests.

Whether targeting Baby Boomers, Millennials or any other luxury travel demographic, the key lies in offering unique, authentic, and hyper-personalised experiences that resonate with the luxury traveller's desire for exploration, authenticity, and exclusivity. Look at what your property or location has that is unique and tell your story to those potential high-end travellers, let them know what they can do, the images they can capture and how a trip to your hotel can enrich their lives. 

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Luxury Travelers: What They Want, How They Choose – New Skift Research

Varsha Arora, Skift

September 26th, 2023 at 10:30 AM EDT

Affluent jet-setters are gearing up for luxe adventures next year, with wallets expanding and global horizons beckoning.

The new Skift Research report, The Luxury Traveler: Survey Findings , delves deep into luxury travel – the preferences, behaviors, and perspectives of affluent travelers.

We structured it in five sections:

1: Understanding Luxury Travel : We look at the significance of travel for the affluent demographic, shedding light on what it truly means to them. And we consider their opinions on sustainability, wellness, adventure tourism, hybrid work, and other factors. 

2: Travel Inspiration and Planning: We examine the factors that inspire luxury travelers and the sources they turn to for planning their journeys. Furthermore, we explore their unique planning approaches and uncover the diverse purposes behind their travels, including the emerging trend of blended travel experiences. We investigate their destination choices, travel companions, trip durations, preferred travel products, and their views on travel insurance.

3: Travel and Accommodation Preferences: Here, we explore the modes of transportation chosen by luxury travelers, from commercial flights to private jets. We also examine their accommodation preferences, including hotels, vacation rentals, and cruises, offering insights into their choices and expectations.

4: In-Destination Trends: This section unveils the dynamics of luxury travelers’ spending habits and in-destination preferences. We analyze their travel expenditures, including for airport clearance programs, and provide insights into their in-destination activities and preferences.

5: Luxury Travel Outlook-Next 12 Months: Finally, we look to the future and the upcoming travel plans of luxury travelers. We explore their intended destinations, travel frequency, intentions versus actual bookings, and how their travel budgets may be evolving.

This report serves as a comprehensive guide for businesses, destinations, and industry stakeholders looking to understand and cater to the unique needs and aspirations of luxury travelers in a rapidly changing world of travel.

What You’ll Learn From This Report

• Understanding Luxury Travel 
• Travel Inspiration and Planning
• Travel and Accommodation Preferences​
• In-Destination Trends
• ​Luxury Travel Outlook: Next 12 Months

This is the latest in a series of reports and data products that Skift Research puts out to help you analyze the biggest trends in the travel industry. Tap into the opinions and insights of our seasoned network of staffers and contributors. More than 200 hours of desk research, data collection, and/or analysis goes into each report.

By subscribing to Skift Research, you will gain access to our entire vault of reports conducted on topics ranging from technology to marketing strategy to deep dives on key travel brands. You will also be able to access our proprietary Skift Travel Health Index, Skift Travel Company Tracker, Hotel Tech Benchmark, and data from our regular traveler surveys.

The Daily Newsletter

Our daily coverage of the global travel industry. Written by editors and analysts from across Skift’s brands.

Have a confidential tip for Skift? Get in touch

Tags: accommodation , blended travel , luxury travel , travel inspiration

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Defining the luxury traveller of today.

In Blog , Luxury .

As luxury travellers’ needs keep evolving, it gets more and more complex to define who they are and what they really want.

It’s no longer just about targeting who likes to travel first and business class, or who prefers an above 600 thread-count in their bedsheets.

With an ever changing fast-paced global economy, coupled with travellers’ varying needs and personalities, pinning down the ‘prototype’ of today’s luxury traveller is more challenging than it was a decade ago.

Luxury travel brands rely on reports and surveys such as Skift’s latest report on the latest habits of luxury travellers to get a better grasp of who their target market is.

Here are some ways how brands can get to know today’s luxury travellers better.

1.) Know their numbers and where they come from.

Ultra-high net worth individuals (UHNWI) are defined as having assets valued at more than $50 million. Based on the 2016 Credit Suisse Global Wealth Report, there are four million people worldwide with assets between $5 million and $50 million. However, only 140,900 are ultra-wealthy.

The report reveals that the United States leads by a huge margin with 70,400 UHNW adults, equivalent to 50 percent of the group total. China occupies second place with 11,000 UHNW individuals (up 640 on the year). Next on the list are Germany, the United Kingdom, France, and Japan.

2.) Know their lifestyle and what they want to get out of travel.

Anthony Lassman, co-founder of Nota Bene Global, a London-based bespoke travel service firm, shares that high achievers, no matter where they are from, are hungry to consume travel and are on a constant quest for discovery.

Lassman notes that their expectations are extremely high. It’s about precision; it’s about knowing individual travel quirks; it’s about top-tier service. Luxury for the UHNW crowd is  “about space, time, privacy and doing things wherever and in your time and at your pace.”

Philippe Brown, founder of the London-based luxury travel consultancy Brown + Hudson further adds,  “Our clients want to do things that no one else has done before and will never do again. This is what Bespoke 2.0 is all about. It’s the essence of personal.”

Going back to the Credit Suisse Global Wealth Report , even when they reside in different continents, UNHW individuals tend to share more similar lifestyles, participating in the same global markets for luxury goods.

3.) Know what they don’t want.

Because they are prepared to pay a premium for experiences that either no one has done before, or can only be done once in a lifetime, these luxury travellers do not want to have to deal with petty annoyances.

They are more than willing to pay for someone to worry about the small details for them so they can focus more on the bespoke experience.

Philippe Brown further adds that their clients expect  “trust, personal security, fluidity, access, logistics, control.”

4.) Know that they may want the same things as us but on a much grander level.

UHNW individuals, just like us, seek unique and immersive experiences in their travels. However, unlike you and I, they have financial resources that allow them freedom to say that sky is the limit when it comes to possibilities.

According to Brown+Hudson, their clients want to do things that no one else has done before and will never do again.  “This is what Bespoke 2.0 is all about. It’s the essence of personal. Everything is possible. If it doesn’t exist, we create it, If it hasn’t been done, then it’s time someone did.”

A private dinner with Desmond Tutu or opportunities to play a grand piano on stage at Reykjavik’s Harpa Concert Hall are just a couple of examples that Harper+Brown have arranged for their clients.

5.) Get familiar with the term ‘Luxpedition’

Perhaps, due to a combination of factors like people having a healthier lifestyle in general, therefore allowing them to achieve more adventurous bucket list items and also having a more experience-focused mindset, outdoor and adventure destinations continue to get more popular among UHNW individuals.

Destinations like New Zealand, Iceland, Norway, and Rwanda (for gorilla trekking) continuously get frequented by luxury travellers with an adventurous side.

Dubbing this type of travel as ‘Luxpeditions’,  Brown+Hudson says that they try to “make the most challenging journey into the unknown achievable without the inconveniences.”

For instance, the uber-wealthy might choose Papua New Guinea as a travel destination. But they will easily get into a helicopter to get to the back country. Or they may want to stay at an exclusive estate on Mount Kenya that comes complete with a private plane to explore the Great Rift Valley.

Anthony Lassman cleverly summarises it simply:  “Even when the ultra-rich are roughing it, they aren’t really roughing it.”

Share this:

Thank you so much for the great article which has hit the nail head-on;I am personally involved in attracting UHNW businesspeople investors in the property development and ITS as well as tourists to Mauritius mainly from Russia and CIS. This is a very specific niche market segment which is still unkowm to many. I have acquired experience in dealing with billionaires from Russia and CIS countries Kazakhstan, Azerbaijan amongst others. I am pretty aware of their extremely stringent,tough, ultra-sophisticated tastes and needs. If you are able to harness their inherent complexities and try to meticulously satisfy their rigourous needs, you will succeed in your endeavour. I usually deal with these billionaires who travel by private jets to Mauritius, take helicopter excursions, buy ONLY the best of the bests of what are proposed to them in terms of VVIP beach villas amongst others. All our efforts are highly awarded and exploring and exploiting this niche market further is very promissing.

Thank you for a great article. An excellent and interesting read.

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What exactly is luxury travel in 2023 — and is it worth it?

What exactly is luxury travel? Ask any group of travelers what constitutes a luxury vacation, and chances are they'll all give you a different answer.

For some, a luxury escape means private jets, personalized pajamas and in-room massages. For others, it's about seeing rare wild animals in far-flung places or eating in the world's hardest-to-book restaurants. Depending who you ask, it may be less about location or logistics and more about how much cash you drop, for expensive equals luxe.

The point is: Luxury travel may seem obvious, but it's actually a slippery concept.

With the explosion of the so-called "experience economy," the true definition of luxury travel is becoming increasingly harder to pin down. Despite this, the estimated value of the global luxury travel sector is set to double in the next decade, from $1.3 trillion in 2022 to $2.7 trillion in 2032, according to market research company Market.us .

"The idea of luxury, as we understand it today, is a relatively new concept," Giorgio Riello said. Riello is professor of global history and culture at the University of Warwick and author of the book "Luxury: A Rich History."

"Once upon a time, it was only the rich bourgeois who could aim to own something better. [But now] there is more disposable income around than ever. And while being marketed products [and experiences] that promise to be better than average is not quite unprecedented, what is new is the scale at which it's done."

Is this new brand of luxury travel still just about exorbitantly high prices and the type of Champagne in the minibar or is it something much more ethereal? And, crucially, is it worth the inevitably high asking price or are we being sold a Tinkerbell-esque ideal by savvy marketers that will only survive and prosper for as long as we truly believe in it?

The hunt for external life

"Luxury has become a very overused word [in the travel business]," says publicist Jo Vickers, one of the best-known names in the world of exclusive travel and lifestyle PR. "The meaning of luxury has become so confusing, so simply throwing buzzwords at consumers no longer cuts it."

That's why Vickers primarily uses the word "exclusive" when describing her clients. Her company, JV Public Relations, looks after some of the world's most prestigious hotels, resorts and spas around the globe; this includes The Mark Hotel in New York, The Brando in Tahiti, Palazzo Avino on Italy's Amalfi Coast and D Maris Bay in Turkey.

For Vickers, a truly luxurious hotel stay is based on a spectrum of factors including "timeless value, craftsmanship, exclusivity, rarity, quality, heritage, aesthetic, responsibility and innovation." But on top of that, says Vickers, "I think the equation of luxury is a feeling, a belief, a lifestyle and above all an experience we desire."

Ten Lifestyle Group , one of the world's leading luxury lifestyle services, is perhaps better placed than most to shed light on the extravagant experiences we most desire. With annual memberships starting at 4,500 British pounds ($5,680), Ten prides itself on its ability to open doors that its ultra-wealthy clients cannot; it serves as a kind of gatekeeper to spectacular opportunities. For CEO Alex Cheatle, the kind of luxury his clients long for is divided into two distinct strands: internal and external.

Related: Inside the bonkers world of luxury holiday fixing for the super-rich

"Internal luxury is how something makes you feel," he tells TPG. "When you feel complete, content and 'in the moment' because of an extraordinary view looking down on Machu Picchu as you come over the final pass, as you taste the amuse bouche cooked for you by a top chef or when you feel the crisp Egyptian cotton sheets as you collapse onto the bed of a wonderful hotel after a long flight."

External luxury, on the other hand, is "how something allows you to socially compete."

"It's reserving the table at the restaurant that everyone is trying to book but can't get," according to Cheatle. "It's being recognized and upgraded at the hotel because of who you are. It's about having the best seats at a sold-out show that others wanted to see but couldn't. It's about arriving by helicopter at the Grand Prix and avoiding the awful traffic you can see from the air."

Of course, there is a relationship between internal and external luxury but which one comes first, he explains, often depends on whom you're justifying it to. "We use the language of inner luxury, even when our desire is driven by the social cachet of outer luxury." Put simply says Cheatle, " Most of us say we went to the restaurant [just] to try the food."

The experience era

In 2023, the seas are changing.

Luxury travel is no longer exclusively for celebrities, tycoons and heirs to multimillion-dollar dog food empires. With a rise in disposable incomes for some and a shift in priorities for others, the luxe market is swiftly becoming more and more attainable to those who aspire or splurge for it.

Millennials are 23% more interested in exploring the world than older generations, and they make up 20% of all international tourists, according to research by Boston Consulting Group . Right behind millennials is a whole new generation even hungrier to see the world. This age group was raised on individualism, independence and Instagram, and for them, authenticity and shareability are key to a meaningful life.

"In the younger market — the Gen Z's and millennials — they've grown up with everything," explains Vickers. "Whether they've got money or not, they've had exposure to [the idea of luxury] through the media for most of their lives, and their relationship with the concept of luxury is very different to that of older generations."

This new set of big spenders is not splashing out on art or beautiful furniture. Instead, Vickers says they're spending on experiences, "Their money is going to go on a great holiday rather than collectible items because they're too busy chasing experiences and something interesting to do with their lives."

For evidence, take the rise of the luxury travel influencer. In recent years, the #luxurytravel market has grown exponentially across social media. Platforms like Instagram and TikTok house a growing circle of influencers jet-setting around the world to take selfies on yachts or in high-end hotels while extolling the sweet joys of the #highlife.

"Before [luxury travel] may have felt unreachable to some," Laura Picken, director of loyalty and brand partnerships at luxury hotel group Hyatt , said. "But through social [media], we see travelers of all ages, cultures and backgrounds staying at all levels of hotels and being able to unlock experiences that were previously thought unattainable."

In 2021, a Statista survey found that 84% of U.S. adults consulted travel influencers for trip recommendations.

"We're seeing more travel influencers showcasing luxury experiences to their audiences," Jade Broadus, vice president of influencer marketing agency Travel Mindset , said. "[That means] the experiences, the hotels, the adventures that are luxury now have a much bigger audience and shouldn't be reserved for only a select group of people."

The 'storification' of travel

It isn't just social-savvy youngsters splashing out.

"We have a lot of clients who are young at heart. And they are increasingly asking for incredible bucket-list experiences as much as glamorous hotel stays," says Emma de Vadder, the U.K PR director for Black Tomato — one of an expanding legion of luxury tour operators.

De Vadder said she has noticed a marked shift in recent years in what people want from luxury holidays.

"Luxury travel is no longer just about being able to brag that you stayed in a five-star hotel," she said. "It's about telling people about an amazing person that you met, or that you got involved in a community project, or you've had a really special animal encounter, or seen a natural phenomenon."

Related: Luxury travel agent reveals 7 tips for traveling in style without it costing the earth

Black Tomato is at the vanguard of this exploding "experience market", which it says has seen a boom in what the company refers to as the "storification" of luxury travel.

"With 'storification,' we're seeing more travelers embracing characters and narratives as they explore the world, immersing themselves in sprawling imaginative worlds plucked from the silver screen or the pages of their favorite novel," the company's founder Tom Marchant said.

One of Black Tomato's latest showcase packages, for example, is a 60,000 pounds ($75,730) per person, 12-night adventure called "The Assignment: Europe," curated in partnership with James Bond overlords Eon Productions.

This bespoke package includes a speedboat ride down London's River Thames with a stuntwoman from "The World Is Not Enough,"; dinner at the top of the Eiffel Tower with 1980s Bond actress ​​Carole Ashby; a poker lesson from the Texas Hold'em consultant used for "Casino Royale" at Casino de Monte-Carlo; water skiing on Italy's Lake Como; and a private yacht tour of the Venetian Lagoon in Venice, Italy.

"We've seen a 30% increase in interest in these narrativized approaches to the world," Marchant said. "Blending fact and fiction, this is travel with all the drama and intrigue of the world's most enduring movies, novels, myths and legends."

Other Black Tomato experience packages include a "globe-crossing adventure inspired by the life and travels of Agatha Christie;" a "Jungle-Book"-inspired family holiday to India; a "Karate Kid"-inspired martial arts itinerary in Japan; and a series of low-carbon-footprint "slow travel" trips on trains, horses, boats or hot air balloons in remote parts of the world.

Is a 12-night getaway in 007 heavens worth shelling out $75,730? You could quite feasibly create a similar itinerary (minus the impressive movie connections) for much less, but as de Vadder points out, that misses the point.

"Part of a luxury experience is having somebody else take care of everything for you," she said. "It's attention to detail and, above all, personalization. We know that a lot of our clients work very hard, so their holiday should not feel like work of any kind."

Related: Travel company Elsewhere is making authentic and local travel easier than ever

Responsible riches

If luxury travelers choose experiences over glamorous hotel stays, as de Vadder suggests, what are luxury hotels doing to keep up?

Hyatt and Marriott are two of the world's largest luxury hotel brands, and both are working hard to stay relevant in this fast-changing world.

"Research tells us that luxury is increasingly about conscious consumption as opposed to conspicuous consumption," Picken said. "This shift means our guests are making decisions not based on the cost or the cache of a luxury brand, but on whether it fulfills their aspirational needs."

As a result, Hyatt has diversified its offerings to cater to a range of luxury tastes.

"[All our luxury brands] are distinct and differentiated, built on insights on what luxury means to our guests: from the classic and timeless luxury espoused by Park Hyatt — with its focus on culinary excellence, art and architecture — to Alila, where 'bare-foot luxury' means a focus on being in harmony with the natural environment and the local community," Picken added.

Related: Hyatt is doubling down on luxury while its competitors focus on budget hotels

Neal Jones, chief sales and marketing officer for Marriott International, tells TPG that today's luxury consumers seek experiences that "allow for the pursuit of one's passions, help spark personal growth, and have a purpose beyond comfort and pampering."

"Luxury is entering a new era of regeneration, driven by a maturing set of desires, tastes, and aspirations," says Jones. "Guests want to foster a deeper connection to the places they visit, getting to know people, history, food, and the culture of a place, in addition to seeking out experiences that focus on holistic well-being as well as those that emphasize relationship building. These are things that are valuable beyond a price point."

Marriott International, for its part, has recently launched its ​​first luxury safari resort, JW Marriott Masai Mara Lodge , which donates a percentage of its nightly rate to several local community wildlife conservation programs. In turn, those programs offer all kinds of experiences to guests, including guided safaris in search of the Big Five: lions, leopards, black rhinos, African bush elephants and African buffaloes.

The Kenyan lodge is home to 20 private tents, including one presidential canvas-topped pavilion and two interconnecting canopied suites. It also has a restaurant, a lounge, a bar, a spa and a large outdoor terrace with fire pits. All-inclusive rates start at $1,450 per night and climb to around $3,800 during peak season.

The aesthetic of aspiration

None of this means how a luxury hotel looks isn't important.

According to Katherine Pooley , one of the world's most revered interior designers, aesthetic beauty will always be a key component of a luxury setting.

"The most truly luxurious objects, homes or experiences are unusual, one-of-a-kind, and memorably beautiful," she said. "To stand the test of time, true luxury needs to be crafted with great care, created from the highest quality components, have an original viewpoint, and most importantly of all — it must be beautiful."

Pooley's projects range in scale and style, from hotels and luxury spas to beach villas, ski chalets, palaces and castles. Recently, she completed the motorsport-themed Cachet Boutique Zhejiang Racetrack Hotel in China (which has its own private racetrack), where she commissioned a coffee table carved out of a crashed racing car.

For Pooley, the thing that elevates an interior from the ordinary to the luxurious is "intricate joinery, bespoke hand-crafted pieces of furniture, commissioned and curated artworks and sculptors, and rare, beautiful finishes."

The same ethos is apparent in modern private jets , where design increasingly focuses on ensuring a luxury holiday begins the second you step on board.

"We often refer to our aviation projects as flying homes," Greig Jolly, aviation partner at Winch design studio, said. "Increasingly, our clients wish to create a seamless experience between their home, car, yacht, jet, etc. Not a repeat environment, but a consistency of quality, service and experience. So an 'apartment in the sky' — rather than simply a means of transportation — is absolutely the expectation."

Look at the aviation portfolio page of Winch's website, and you'll see what he means: neon-lit black marble bathrooms, mohair seat lining, leather sofas, bronze-like leopard sculptures and enough mirrors to make Narcissus blush. The studio's designs look more like something you'd find in an Upper East Side Manhattan penthouse than a plane cabin.

But does a luxurious experience actually cost more to make? Of course it does, but that's not what makes it luxurious, according to Carla El-Samra, managing director at VIP aviation design agency F/List Middle East.

"The high price of luxury means skilled craftsmen and the extra care that goes into each finish," she said. "But yes, it is something more; it's about the sensory and tactile feel of each surface and the overall smell of entering a space. A silk carpet will look and feel softer and more luxurious than a 100% wool carpet. But then again, maybe the customer just prefers wool?"

Memory is the new luxe

So, what is the future of luxury travel?

For almost everyone TPG spoke to, the idea of luxury is no longer focused on overt displays of wealth and extravagance. Rather, it is about evaluating what truly brings people happiness — and providing the 24-carat version of whatever that means. The catalyst that thrust this notion most sharply into focus will come as no surprise: the COVID-19 pandemic.

"Being stuck at home for nearly two years brought back the burning desire to travel and create meaningful experiences and unforgettable memories," says Lucia Penrod, CEO of Nikki Beach, a global lifestyle hospitality company with beach clubs, hotels and resorts in such places as Miami Beach, Florida; Dubai; Ibiza, Spain; and Monte Carlo, Monaco. "Now, [luxury travelers want] boutique hotels in stunning locations, excellent service with a smile, and unique and unforgettable experiences that will be remembered for a lifetime."

This feeling emanated in a boom of so-called "revenge travel" — traveling to make up for lost time.

"Young people want more business- and first-class flights, more five-star hotels. They want to fly less but farther, and stay away for longer," Vickers said. "Young people [are] more aware of climate change and environmental decline, they take nothing for granted."

Related: 8 women influencing luxury travel tell us what's hot for 2023

Memory — no doubt ideally captured on Instagram or TikTok — is the future of luxury travel. After all, in today's world of frenzied consumer choice and material success, perhaps there is only one commodity left that money still cannot buy: time.

While you may not be able to buy a longer life, you can buy a better one with the right resources.

"Time is the one thing we cannot buy more of," Riello said. "But we have invented the notion of quality time, which can be bought and sold. So I think that out of the 'experiential luxury' market, what will become more important in the future are ways to capture those 'events' into memories to treasure in the future. I think memory will be one area in which luxury brands will exist in the future."

Is luxury travel worth it?

Of course, industry experts will tell you what they're selling is well worth the money. Truthfully, though, value is as ambiguous a concept as luxury.

A product is only worth what people are prepared to shell out for it. The better a brand's marketing can tap into ideas around value, aspiration, freedom and happiness, the more likely a target audience will buy it.

"The trick of luxury, to me, is that both the consumer and the seller know that you don't need this," Riello said. "Nobody is making a strong argument that you need a bag that costs 3,000 pounds. I know I don't need it, and you know you don't need it. But it's fine because I have the 3,000 pounds and I simply like the bag."

The same goes for a movie-inspired tour of Europe that costs more than $75,000 per person or a $1,450-per-night tent in the Masai Mara. If your pockets are deep enough to absorb it, why not enjoy the experience?

Like Coco Chanel once said: "The best things in life are free. The second best things are very, very expensive."

And as far as we are concerned, at least some of the best luxury experiences still take points .

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TRAVEL YOUR DREAMS IN STYLE

Welcome to my luxury travel blog!

I share with you my passion for luxury travel, advise you on the best hotels to stay around the world, report on the best airline products in the sky, inspire you to travel your dreams in style, and give you tips for luxury travel on a budget.

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I run this blog in parallel to my popular YouTube channel , where I publish a new video each Saturday (watch one of my travel vlogs below).

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How (and Why) to Become a Luxury Travel Adviser

Are you ready for a career change? Want to become a Luxury Travel Adviser?

Imagine bringing these moments to life!

Travel Adviser Careers – Why Become an Adviser?

Imagine a career where your love for travel meets your passion for connecting with people, and you have the freedom to be your own boss. Welcome to the world of Luxury Travel Advising – a field that offers remarkable benefits, even in these unprecedented times. Here’s a glimpse of what awaits you:

Be Your Own Boss: Take charge of your destiny, and break free from the conventional 9-to-5 grind.

Unprecedented Freedom: You decide how, when, and where you work. Your office could be a tropical paradise or your cozy living room.

Fulfill Dreams: Play a pivotal role in making people’s travel dreams come true. It’s a rewarding journey of turning aspirations into adventures.

Continuous Learning: Access a treasure trove of free training to sharpen your skills and stay at the top of your game.

Travel as a Job: Travel isn’t just a perk; it’s part of your job description. Explore new destinations, cultures, and experiences while working.

Unlimited Earning Potential: The sky’s the limit when it comes to your income potential. Your hard work directly translates into unlimited rewards.

This career offers a blend of excitement, human connection, and constant growth. Think about all the people planning trips in their spare time – as a Travel Advisor, that’s where your expertise is valued and rewarded.

One of the most remarkable aspects of becoming a Travel Adviser is its inclusivity. No matter your prior work experience or available time, you can embark on this journey. We’ve witnessed successful Advisers from various backgrounds, including law, medicine, and full-time parenting. It’s a profession that accommodates your pace and schedule. Whether you can dedicate a few hours a week or more, every moment invested is an opportunity for growth and earnings. The door is wide open for anyone eager to learn the ropes of the business.”

Owner’s Cottage at Matakauri Lodge, one of The Luxury Travel Agency’s favorites!

Unlocking Your Journey to Become a Luxury Travel Adviser: Essential Qualities

Just like any thriving career, the path to becoming a successful travel adviser demands a unique set of qualities and skills. Whether you’re committed to honing them or already possess these traits, offering your clients the following attributes is key to making your mark in this industry:

Passion for Wanderlust: A genuine love for travel fuels your enthusiasm and inspires your clients to explore new horizons.

Exemplary Client Care: Exceptional communication skills and a knack for making clients feel valued are at the heart of your success.

Commitment to Mastery: A hunger for knowledge and a desire to become a true expert in your field drives your dedication to continuous learning.

Emotional Intelligence: Building meaningful connections with clients is your superpower, understanding their desires and translating them into unforgettable experiences.

Problem-Solving Prowess: Your ability to navigate obstacles with grace and finesse ensures that every journey is seamless and memorable.

Creative Vision: Your imagination knows no bounds, allowing you to craft innovative itineraries and bring your clients’ dreams to life.

Unwavering Work Ethic: Travel advising is a dynamic, round-the-clock endeavor that demands your dedication beyond the confines of a typical 9-to-5 job.

Each successful travel adviser possesses a unique blend of these qualities, but they all share this foundational skill set. In this business, your triumph depends on your capacity to turn dreams into reality and see them through to fruition – an endeavor that requires the presence of these vital traits.

Aman Tokyo, a Hotel Partner of The Luxury Travel Agency

Mastering the Art of Selling Luxury Travel: Creating Travel Experiences

What’s the key to effectively selling a product or service? It’s all about addressing a need, as vividly illustrated in the famous ‘pen scene’ from The Wolf of Wall Street. Some needs are straightforward to grasp; people need food, shelter, and other essential goods, and the relationship between producers and consumers for such necessities is relatively straightforward. However, the world of travel is different. In the strictest sense, no one truly needs travel. Yet, travel and tourism have become one of the largest industries globally, and this paradox teaches us two important lessons:

Demand Beyond Necessity: There exists such a strong desire for travel that, for many, it approaches the level of a necessity.

Investment in Experiences: Consumers are not only willing but eager to invest substantial sums in the pursuit of quality travel experiences.

In the luxury travel industry, the primary objective is to elevate the art of travel itself, and this often comes at a premium. However, it’s clear that there is a discerning segment of consumers who are more than willing to spend generously for the privilege.

The critical equation that emerges is this: Identify the right clientele, ignite their travel aspirations, and utilize your knowledge, passion, and resources to turn those dreams into reality.”

The St. Regis Maldives Vommuli Resort, a Hotel Partner of The Luxury Travel Agency

Becoming a Luxury Travel Advisor: Defining Your Clientele

Before you can pinpoint the ideal clients, it’s crucial to define your niche as a Travel Adviser. In this age of specialization, depth of expertise often surpasses breadth of knowledge.

Merge your existing expertise with your personal passions and explore where this unique blend takes you. Are you a romantic at heart? Specializing in honeymoons could be your gateway to success. If you’ve relished family travel experiences, perhaps multi-generational travel is your calling. You can also focus on specific destinations like Italy, Japan, or New Zealand, where robust tourism thrives.

Identifying your niche empowers you to position yourself in a way that not only attracts but, more importantly, retains the right clientele. The deeper your understanding of your chosen niche, the better you can comprehend the desires of the consumers interested in it and, most importantly, how to fulfill those desires.”

Who knew going on safari could be so luxurious?

Becoming a Luxury Travel Adviser: Fostering Dreams  

At The Luxury Travel Agency, we’ve discovered that the most exceptional Travel Advisers possess the ability to weave captivating narratives and paint vivid mental pictures for their clients. In an industry where travel is not a necessity, waiting for clients to outline their exact needs won’t suffice, as such clients often prefer planning their own trips. People may claim they seek assistance from Travel Advisers, but in reality, they yearn for something more profound – inspiration.

While decisions may seem to hinge on ‘hard data’ like facts and knowledge, it’s emotions that truly drive those decisions. When your potential client weighs the pros and cons of two far-flung tropical destinations, they undoubtedly consider costs, but it’s your skill in transforming these places into idyllic havens of postcard-perfect luxury, where every whim is indulged, and the world’s finest treasures await, that motivates their choice. Without your ability to make these destinations come alive in their imagination, they might just stay at home.

The foundation of inspiring a client lies in getting to know them. This principle is universal in professional sales, but in the realm of travel, it’s especially critical. Every client possesses a distinct vision for their journey, unique goals, and individual preferences. Beyond these, grasping the client’s personality is paramount. In the luxury sphere, Travel Advisers are entrusted with crafting custom-tailored journeys. Just as a masterful tailor creates each garment to suit its wearer, you, as a Travel Adviser, must intimately understand your client to craft a one-of-a-kind travel experience that resonates with their desires.

Dorado Beach, a Ritz-Carlton Reserve Hotel Partner of The Luxury Travel Agency

Becoming a Luxury Travel Adviser: Putting Knowledge into Action

Once you’ve outlined a comprehensive plan for a client, it’s time to bring that plan to life! Crafting the perfect trip demands a substantial amount of effort, and this is where the vital qualities we mentioned earlier truly shine. You must exhibit diligence in fulfilling your clients’ needs and exhibit flexibility when unforeseen challenges arise. Client requests often evolve or multiply during the journey planning process, and consistently meeting, and ideally, exceeding their expectations is paramount.

We’ve stressed the importance of continuous growth in the realm of a Travel Advisor. The more knowledge you acquire, the more connections you forge, and the more adept you become at designing extraordinary journeys for your clients. This, in turn, leads to attracting more clients and increasing your earnings. But how does one embark on this career path? What’s needed to kickstart this exciting journey?

Just another place for you to take your clients!

How To Kickstart Your Journey as a Luxury Travel Adviser

As we’ve emphasized, taking your first steps as a Travel Adviser is remarkably accessible, making it an attractive prospect for those considering this career path. No specific background, degree, or prior experience is required.

However, reaching the pinnacle of success as an independent Travel Adviser often necessitates the support of a Host Agency. Such an agency can grant you invaluable access to key contacts at the world’s finest hotels, airlines, tour operators, restaurants, and more. Through this partnership, you can provide your clients with exclusive benefits and amenities that might be challenging to offer on your own. Moreover, guidance and support are essential; carving a name for yourself in any industry is rarely straightforward without some assistance.

Opting for The Luxury Travel Agency in Nashville or The Luxury Travel Agency in Toronto as your Host Agency opens doors to all these possibilities. The founders, who are your direct contacts within the agency, have personally traversed over 90 countries, exploring countless cities, islands, and villages. They initiated this venture from the ground up, understanding what it takes to achieve success.

The Luxury Travel Agency has forged partnerships with over 3,000 of the world’s premier hotels and resorts, enabling us to extend a host of exclusive amenities, benefits, and VIP status to our clients. As members of Virtuoso, the industry’s most esteemed consortium, our influence resonates globally.

Our extensive global network stands ready to aid in the planning and execution of your journeys, while our company commands respect within the industry. Aligning with our brand signals to your clients and prospective clients the caliber of service they can expect. Additionally, we offer support with your marketing efforts and comprehensive training and mentorship. Our commitment is to facilitate your success .

With the pandemic behind us, the travel industry is experiencing a remarkable resurgence. Now is the perfect time to venture into the world of Travel Advising, as travel is in high demand and flourishing once more. Take advantage of this thriving period to find your niche, become an expert in your field, and establish valuable connections. With the world opened up again, the hunger for travel is at an all-time high. By embarking on this journey now, you position yourself for rapid success.

With offices in Nashville, Tennessee and Toronto, Ontario, The Luxury Travel Agency eagerly anticipates your contact and the opportunity to partner with you on your path to becoming a successful Travel Adviser. Ready to take the next step or have questions about becoming a Travel Adviser? Complete our Becoming a Luxury Travel Advisor survey and we’ll be in touch within 24 hours. 

We do personalized training to help you get started. Now is the time to follow your passion, don’t miss this great opportunity! 

We look forward to hearing from you,

Andrew Satkowiak

Executive Vice President

Travel Notes is a thoughtfully researched luxury travel blog written by our team of expert advisors. We’ve travelled to all corners of the world and here we share our experiences. Interested in learning more? Give us a call or sign up below.

• Luxury Hotels
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Worldwide Partners

THE JOURNAL

Travel Advisor Resources

How to Become a Luxury Travel Agent: the 2023 Guide

The Modern Travel Agency

Fora Travel

https://www.foratravel.com/the-journal/how-to-become-a-luxury-travel-agent

Luxury travel agent . It has a nice ring to it, doesn’t it? If you’re someone who has a passion for travel and appreciates the finer things in life, you may be missing your calling. A luxury travel agent plans five-star — and often extravagant, downright epic — trips around the world. 

We’re talking safaris , over-water villas in Bora Bora, the nicest suites in Paris — the works. It sounds glamorous, and it often is, as luxury travel planners frequently get to experience these high-end travel experiences for themselves. There’s also the draw of bigger commission checks, as compared to modestly priced trips ( how do travel agents get paid , anyway?). But there’s far more to being a luxury travel advisor than juicy payouts and sampling the goods. There are impossibly high-maintenance clients, unrealistic expectations and plenty of hoops to jump through. Think you’re cut out for it? We got you.

(Not quite ready to tackle luxury-seeking clients? Learn how to become a travel agent from square one, or, better yet, what is a travel agent? )

First, what counts as “luxury travel?”

When most think of luxury travel , elite properties like Rosewood or Four Seasons in gorgeous places like Monaco or the Maldives tend to come to mind. But there’s more to it than extravagant, amenity-filled hotels in coveted destinations. 

You’ll be planning beyond-ordinary travel experiences (and it’s really fun)

Luxury travel planning tends to include more dimensions than an ordinary booking. Clients may have unorthodox requests, like reserving separate villas for a single couple. They might desire custom excursions, such as an off-the-rails safari through the Serengeti. They could show interest in unique destinations, like chartering a one-off cruise to Antarctica…you get the idea.

Many luxury travelers expect white-glove service

Luxury travelers often want attentive, uncompromising service and have a desire to enjoy extraordinary experiences far removed from everyday life. Some clients may expect their needs to be anticipated, rather than spoken. Itineraries may change on a whim. And frequent follow-ups are often a must (though this may vary by client).

Expectations are high, so knowing how to navigate these particulars is a necessary skill. Don’t assume this is a raw deal, though. Luxury travelers may have heightened expectations, but they’re also willing to pay top dollar for those experiences, which means greater commission. 

Plus, luxury travelers are often looking for extensive itinerary planning (which is billable), and other commissionable services, too, like organizing transportation and special experiences. 

Even so, commissions for smaller-scale luxury trips are nothing to balk at. This is, after all, why many in the industry aspire to become a luxury travel agents.

How to become a luxury travel advisor, step by step

If you’re a travel planner who’s interested in leveling up into the luxury market, read on for our tips on how to become a luxury travel agent. Or, if you're ready to dive in today, sign up to become a Fora Advisor .

Start with the basics of travel planning

If you haven’t booked travel before, you may not want to start with elite hotels, resort buyouts and organizing luxe itineraries. Instead, it may be helpful to start with ordinary bookings and trips, and then work your way up. This way, you can build your confidence and experience in a lower-stakes setting so that you’ll be well prepared for luxury travel planning in due time.

And if it’s all new, Fora can teach you everything about becoming an independent travel agent . We offer comprehensive travel agent training on everything from the basics to hyper-niche destination planning — plus endless support.

Become a luxury connoisseur

Luxury travel is one of the most exclusive subsets of an already exclusive industry. Five-star hotels and high-end suppliers (like tour companies) cater to the one-percent, which means most of us will never experience travel at the crème de la crème level.

But in order to become a luxury travel agent, you must be acquainted with the product. No, you don’t have to fork over thousands of dollars to stay at luxury hotels in order to compare them. However, you should make an effort to learn about the luxury travel industry by doing research, leveraging your fellow advisors’ expertise and poking your head into five-star hotels when you can.

Developing your eye for luxury is an important step in earning your chops as a travel connoisseur, so you can consult with your clients as they decide between the best of the best.

Develop your high-touch service skills

Knowing about luxury travel is one thing, but booking it is a whole different beast. Because clients are paying five-star prices, they are expecting five-star service — and that white-glove customer experience begins and ends with you.

As a high-end concierge or personal assistant would, luxury travel agents do their due diligence in getting to know their clients and catering to their unique needs and travel preferences. When advising on a destination or specific hotel, demonstrate your thorough research, paint an enticing picture and be sure to highlight specific details in line with their tastes.

… including razor-sharp attention to detail

The devil is in the details when it comes to being a luxury travel agent. In addition to providing a highly personalized service experience, it’s crucial to ensure accuracy when dealing with reservations, transportation and other logistics. 

When working with hotels, be sure to communicate early and often to ensure your clients are treated like VIPs. For luxury travelers, little details like a personalized welcome gift go a long way. (By the way, we have access to perks at the world’s top high-end properties that you can offer your clients). But missing a little detail — like an early hotel check-in — will not be treated lightly.

Rely on your fellow advisors (and choose your agency wisely!)

Unless you’re an experienced globetrotter, you can’t know everything when it comes to luxury travel. 

If a client is looking to you for advice on a destination you know little about, leverage your fellow travel agents. At Fora, our team of experienced industry insiders (many of whom are luxury travel advisors in their own right) knows the ins and outs of luxury travel planning worldwide, so you’ll never be taking a shot in the dark.

For context: if you work at a boutique travel agency, you may have fewer resources. Alternatively, agents at a larger, high-end travel agency often gate-keep information (new agents are often viewed as competition), making it tricky to plan trips you’re unfamiliar with. Learning how to become a luxury travel advisor is as much about making connections as it is planning travel.

Market yourself, but remember: referrals are your best friend

You’ve studied up on luxury, refined your sales skills and done your research — now what? 

First, market yourself as a luxury travel agent . At Fora, we offer content marketing tools and resources to help you look super professional and curate your expertise to skew luxury. But becoming a luxury travel agent largely relies on your first luxury client. 

To get your first client, leverage your personal network. Do you know anyone planning a honeymoon? This is often the first (and only!) luxury vacation people take, so consider offering to plan a friend’s. And when all goes well, request they share your name with their network, and so on.

Identify a niche (at least to start)

Specializing in something specific can be a good way to get your foot in the door as a travel advisor. 

You could focus on booking luxury cruises, for example, then slowly branch out as your clients’ needs inevitably change. Not many people only go on cruises, right? Your clients’ subsequent vacations can serve as opportunities to expand your services.

(Also check out how to become a cruise travel agent .)

Set yourself up for success with a host agency that takes care of the nitty gritty

Ready to get started becoming a luxury travel agent? You’ll need a host agency that gets it. 

Enter Fora. We’ll ensure you thrive each step of the way — from your first booking to your 1,000th — and arm you with the tools you need to launch your luxury travel business. You’ll get access to our technology (like our  integrated booking platform ) and community of luxury travel experts. Plus, we handle all the logistics, like chasing commissions, invoicing hotels and getting you your payments, so you can focus on what you know and love: planning trips. 

We have a community-based learning model at Fora. You'll learn how to become a luxury travel agent online alongside fellow advisors and we'll support you through your first booking to the 1,000th and beyond. 

Sign up to take the first steps today to become a travel advisor — and check out our tips on how to be a successful travel advisor .

Want to know how to become a luxury travel advisor? Here’s the bottom line...

There’s a lot to love about being a luxury travel agent, and with Fora on your side, you get all the support, training and community you need.

And if you’re looking for more intel? Check out resources on other types of travel agent careers:

How to Become a Travel Agent from Home

How Much Do Travel Agents Make Per Booking?  

How to Become a Disney Travel Agent

Travel Agent Certification: Options and FAQs

Ready to start your own high-end travel business? Take the first steps to become a travel advisor today.

Eager to learn more? Download our guide on how to turn your passion for travel into $$$.

Are you the go-to person for travel tips?

Transform your passion for travel into your dream job. We'll set you up with everything you need to succeed as a travel advisor. From training to top-notch tech, marketing assets, community, commission tracking & payments (and more), we've got you.

28 Beautiful Travel Words that Describe Wanderlust Perfectly

Describe your travels with these unique and beautiful travel words from different languages around the world.

I love travelling and I love languages, so imagine my excitement when I came across a treasure trove of travel words and wanderlust synonyms that describe how we feel before, during, and after we travel. 

Just like a photo can’t fully capture what it feels like to stand on the edge of a fjord , neither can ‘wanderlust’ fully express how we feel when we crave our next adventure. These travel words are literary gems which have been gathered from languages around the world. From Japanese to Swedish , Latin to Greek , travel brochures of the future will be peppered with travel words like of resfeber , livsnjutare, and coddiwomple .

Wanderlust meaning

As you’ll see in the list below, every language has its own variation of how it explains and defines what wanderlust is. In English, wanderlust means to have a strong desire for or impulse to travel, wander and explore the world.

Learn a language from home

During these times it can be bittersweet to think about travelling when we have to stay at home and practice social distancing, let this list of wanderlust-filled words inspire you to a learn a language from home and prepare yourself for your next trip. Being travel fluent is the best way to enrich your travel experiences.

Without further ado, here are 28 beautiful travel words you should slip into your vocabulary. When you’re done, take and look at this collection of inspirational travel quotes . I’d love to hear which ones are your favourites in the comment section below.

Table of Contents

• Eleutheromania
• Quaquaversal
• Schwellenangst
• Strikhedonia
• Livsnjutare
• Novaturient
• Coddiwomple

1. Resfeber  (n.)

Origin: Swedish

Definition: The meaning of resfeber refers to the restless race of the traveller’s heart before the journey begins when anxiety and anticipation are tangled together.

It’s that moment just after you buy your plane tickets and excitement and fear floods in all at once, creating a mixture of emotions that make you feel anxious or physically ill.

For more inspiration, don’t miss my guide to cool gifts for language learners and the best travel accessories and travel gadgets here.

2. Sonder (v.)

Origin: Unknown

Definition: The realisation that each passerby is living a life as complex as your own.

The full definition, taken from The Dictionary of Obscure Sorrows reads:

[Sonder is] the realization that each random passerby is living a life as vivid and complex as your own—populated with their own ambitions, friends, routines, worries, and inherited craziness—an epic story that continues invisibly around you like an anthill sprawling deep underground, with elaborate passageways to thousands of other lives that you’ll never know existed, in which you might appear only once, as an extra sipping coffee in the background, as a blur of traffic passing on the highway, as a lighted window at dusk.

I often feel this way when I pass groups of strangers, speaking a language that is completely foreign to me, and realise just how incredibly big the world is. We all have a life that is full of different connections, memories and possibilities. That’s sonder.

The internet suggests this may not be a real word, either way, the concept is beautiful.

3. Solivagant (adj.)

Origin: Latin

Definition: Wandering alone. A solitary adventurer who travels or wanders the globe.

Not all those who wander are lost, but all those who wander alone are definitely solivagants . From the Latin word solivagus , meaning lonely or solitary, solivagant describes anyone who enjoys meandering around new countries, alone, in order to take it all in.

4. Fernweh (n.)

Origin: German

Definition: This German word,means an ache to get away and travel to a distant place, a feeling  even stronger than wanderlust. If wanderlust wasn’t poetic enough for you, allow me to present fernweh , a German word that literally translates to “distance-sickness.”

While someone with wanderlust might sit at home and happily fantasise about all the places they might visit, someone with fernweh would feel a deeper sense of longing, a sort of homesickness but for foreign lands.  For me, it’s wanting to be back in Rome . Fernweh is one of most those beautiful untranslatable words I’ve ever come across.

Carry this beautiful word with you with my Fernweh T-Shirt available in men’s and ladies styles and black or white. Buy it here.

5. Sehnsucht (n.)

Definition: A wistful longing and yearning in the heart for travels past and future.

One author translated it as the “ inconsolable longing in the human heart for we know not what .” Another compared it to “ a longing for a far-off country, but not one which we could identify.”

When you return from travelling and wish you could do it all over again and experience every moment like it was the first.

6. Eleutheromania (n.)

Origin: Greek

Definition: An intense and irresistible desire for freedom.

We all want to be free, and travelling shows us how the freedom in the lives of others that is different from our own. Eleutheromania describes a person who has a strong desire and obsession for freedom.

7. Cockaigne (n.)

Origin: French , Middle French

Definition: An imaginary land of luxury and idleness.

Every destination seem like a wonderland or cockaigne before you set foot there and see it for yourself.

The term c ockaigne ” comes from the Middle French phrase pais de cocaigne, which literally means “the land of plenty.” The word was first popularised in a 13th-century French poem that is known in English as “The Land of Cockaigne.”

8. Quaquaversal (adj.)

Definition: Moving or happening in every direction instantaneously.

This perfectly describes my state when I’m in a new place and want to see and do everything at once.

9. Dérive (n)

Origin: French

Definition: A spontaneous and unplanned journey where the traveller leaves their life behind allows themselves to be guided by the landscape and architecture.

Literally translated as “drift”,  dérive is the idea that even if you drift you will end up on the right path. This could describe life in general, but it also describes small journeys. When you’re wandering through a new city and you just happen to wander on a path that takes you to great discoveries.

10. Ecophobia (n.)

Origin: English

Definition: This word came into English word via Greek and means a fear or dislike of one’s home.

I don’t dislike my home, but recently I can’t stop thinking about going back to Lofoten, Norway.

11. Numinous (adj.)

Definition: A powerful feeling of both fear and fascination, of being in awe and overwhelmed by what is before you.

Originally, this word refers to having a strong religious or spiritual quality; but it can also be used to describe how you feel when you see things that are so beautiful that you realise how wonderful the world is and the small part you play in it.   Hiking Trolltunga was a numinous moment for me.

12. Schwellenangst (n.)

Definition: Fear of crossing a threshold to begin a new chapter.

From s chwelle (“threshold”) and a ngst (“anxiety”), this word explains that feeling you get before deciding to set out on a new journey. Argh! Did I make the right decision?

13. Strikhedonia (n.)

Definition: The pleasure of being able to say “to hell with it”.

Another personal favourite word on this list. Not only is it the joy I feel, but the freedom to be able to say “to hell with it” and book that next trip and embark on your next adventure.

14. Vagary (v.)

Definition: A whimsical or roaming journey.

From Latin, vagārī meaning “ to roam”, is an unpredictable idea, desire or action to travelling without knowing the destination, and not caring.

15. Livsnjutare (n)

Definition: Literally meaning, “enjoyer of life”, this describes a person who loves life deeply and lives it to the extreme.

If you’re reading this, that’s probably you!  Need more inspiration?

16. Commuovere (v.)

Origin: Italian

Definition: To stir, to touch, to move to tears.

Just like the euphoric emotions I felt whilst whale watching.

17. Sturmfrei (adj.)

Definition: The freedom of being alone and being able to do what you want.

Literally translating to “stormfree”, this describes the freedom of not being watched by others and being alone in a place where you have the freedom and ability to do what you want.

Another great German word. Travelling solo can be especially rewarding because you have complete control. No compromises, no one else to please. Just you and the big wide world.

18. Saudade (n.)

Origin: Portuguese

Definition: This Portuguese word describes the emotional state of nostalgia and longing for someone or something distant. S audade  was once described as “the love that remains” after someone is gone.

Saudade  is the recollection of feelings, experiences, places, or events that brought excitement and happiness but now triggers the senses and makes one live again.

19. Yūgen (n.)

Origin: Japanese

Definition: A profound and mysterious sense of the beauty of the universe.

An awareness of the Universe that triggers emotional responses too deep and powerful for words.

20. Acatalepsy (n.)

Definition: The impossibility of comprehending the universe.

Henry Miller said “ One’s destination is never a place, but a new way of seeing things. ” Do we ever really understand the world and what we see on our  travels,  and how they mould us? Sometimes, if at all, it takes time to discover how these things change our lives.

21. Trouvaille (n.)

Definition: A chance encounter with something wonderful.

Whether it’s stumbling across a hidden back street, a quaint cafe, or connecting with a local, trouvaille describes those magical moments we experience in our journeys. 

22. Hygge (n.)

Origin: Danish

Definition: Pronounced hue-guh , hygge describes the warm feeling you get while enjoying the company of great friends and all life has to offer.

Hygge is the conscious appreciation of recognising everything you have and enjoying to the present moment.

23. Onism (n.)

Definition: The world is a big place as not everyone will get to see it. Onism describes understanding that we’ll never get to see it all. It’s the frustration of being stuck in just one body that can only inhabit one place at a time. I felt this way before going to Copenhagen !

Similar to the Swedish word ‘resfeber’, onism describes the feeling of knowing that you’ll never be able to see it all. They say that the more you travel, the harder it gets to stay in one place.

24. Novaturient (adj.)

Definition: A desire to change and alter your life.

This was exactly how I felt when I quit my job and moved to Rome . There was this strong urge that pulled me towards my dream of pursuing a life of speaking Italian and travelling. I knew I  wouldn’t be living my life if I didn’t go.

25. Yoko meshi (n.)

Definition: This untranslatable gem describes the stress of speaking a foreign language .

The Japanese word ‘meshi’ literally means ‘boiled rice’ and ‘yoko’ means ‘horizontal,’ together it means ‘a meal eaten sideways.’ The Japanese have created a beautiful way of describing the unique kind of stress you experience when speaking a foreign language. Furthermore, ‘yoko’ also references the fact that Japanese is normally written vertically, whereas most foreign languages are written horizontally. Clever, right?

Related: 69 Wonderful Japanese Expressions That Will Brighten Your Day

26. Selcouth (adj.)

Origin: Old English

Definition: When everything you see and experience is unfamiliar and strange, yet you find it marvellous anyway.

It’s that feeling you get when you travel to a foreign land and food, culture, customs, or language, is strange and different to everything you’ve experienced before, yet you love it and find it fascinating.

27. Eudaimonia (n.)

Definition: A state of being happy whilst travelling and everything feels great.

That intense excitement and appreciation when you travel and everything feels great. Seeing the Northern Lights was one of the best experiences of my life, a feeling I won’t forget.

28. Coddiwomple (v.)

Origin: English slang

Definition: To travel purposefully towards an unknown destination.

A brilliant word, coddiwomple is when you have a vague idea of your destination within a care for how long it takes to arrive. A great example is when you go hiking, you know you’ll eventually reach the summit, but every part of the trail along the way is just as beautiful.    Like the time I hiked Norway’s Trolltunga.

If you enjoyed these words, then let wordsmiths Stephen King, Mark Twain and the Dalai Lama transport you around the world with these inspirational travel quotes or start using some of the beautiful untranslatable words from other languages.

Want to know more about learning languages? Start here!

• 18 Unexpected Advantages & Health Benefits of Learning A Foreign Language
• The World’s Most Beautiful Untranslatable Words from Around the World: The Ultimate List A-Z
• 13 Ways to Seamlessly Integrate Language Learning into Your Daily Life
• What Type of Language Learner Are You? Your 4-Step Personalised Learning Plan
• 15 Top Language Learning Resources You Should Use
• 7 Reasons Why You Should Go on a Language Holiday
• 11 Life-Changing Reasons Why You Should Learn a Language
• How to Learn Your First Foreign Language in 8 Simple Steps: A Beginner’s Guide
• 42 beautiful Inspirational Quotes for Language Learners
• Language learning tips: 11 Polyglots Reveal The Secrets of Their Success
• Top 10 Best Ways to Learn a Language Better and Faster
• How to Learn Italian Before Your Trip
• Free Travel Phrase Guides
• How a ‘Potato’ improved my French Pronunciation
• How Many Languages are there in the World?
• Hilarious Idiomatic Expressions that Will Brighten Your Day
• 78 FREE Dictionaries to Learn a Language Fast [Free eBook Download]
• 22 KEY Travel Phrases That Will Transform Your Travels [Free Guide]

Over to you!

Which one of these travel words do you identify with the most? What others would you add? Let me know using the comments section below or join me on social media to start a conversation.

Thanks for reading and I hope you enjoyed this post.

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Michele creates language learning guides and courses for travel. What separates her from other instructors is her ability to explain complex grammar in a no-nonsense, straightforward manner using her unique 80/20 method. Get her free guide 9 reasons you’re not fluent…YET & how to fix it! Planning a trip? Learn the local language with her 80/20 method for less than the cost of eating at a tourist trap restaurant Start learning today!

Italian Cognates & Loanwords: 17 Rules to Italianizing English Words You Already Know

124 inspirational travel quotes that’ll make you want to travel in 2022, 12 comments.

Amazing list! One word I’d add is the Dutch word “gezellig” or “gezelligheid” – similarly to hygge, it describes a feeling of warmth/comfort/coziness/quaintness in certain settings or around certain people.

Thank you so much for sharing this Heba. So interesting to learn that Dutch has a similar word 🙂

This is such a fun article! Love these words and phrases!

Glad to hear it! Thank you so much, Eric 🙂

So many of these describe me or my feelings about seeing the world. But, if I had to pick one, the one that best describes how I choose my destinations would be “selcouth”. I so want to be a stranger in a strange land. To have my belief that there is no such thing as “normal” affirmed again and again and over again.

What a beautiful word. Thanks for sharing, Janet 🙂

Thanks Michele what a wonderful list of inspirational words. It nearly made me cry as I realised that I suffer from acute eleutheromania! ha

Thanks Juliana 🙂 I’m so glad you enjoyed this list. Eleutheromania? I know how you feel hehe

Unique list i must say – If you want to add one more word than check this !

In Hindi language (India) traveler called as “Musafir”

thanks Niraj 🙂

Thanks for sharing this! Really enjoyed it a lot ❤

Thanks Donah, I’m so glad you enjoyed it 😉

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20 Types of Travellers: Which one are you?

Have you ever wondered what types of travellers there are and which one you are? You will find the answer to this question in this post.

People travel in many different ways and the same destination can be experienced completely differently according to one’s travel style.

While some of us are thrill-seekers who can’t wait to scratch off more thrilling experiences on our adventurous bucket list , others dream of a white-sanded beach where they can spread their towel in the sand and relax.

Which of these types of travellers are you? 20 types explained

In this list, you will find the 20 different types of travel that are the most common. While some people belong to just one category in this list, others (this is also the case for me) can relate to more than a few.

At the end of this list, you will find a handy summary with a short description of each type of traveller as well.

So, let’s dive into it, here are the most common types of travelers!

1. The backpacker

Backpackers travel on a budget and they’re often on a gap year, but not always. These kinds of travellers usually stay in hostel dorms and cheaper hotels. They travel independently and often by themselves.

Eager to explore and learn about new cultures, backpackers like hanging out with the locals too and they get around using the local transportation.

2. The tourist

This is the most common type of traveller out there. Tourists stick to more popular destinations and mainly visit the hotspots .

Although there are different types of tourists, what they have in common is that tourists always make sure not to miss the must-see attractions of the places they’re visiting. They usually travel for a few weeks at a time and some also book organized tours and day trips.

You will find many tourists in places like Machu Picchu, the Taj Mahal , the Eiffel Tower, the Pyramids of Gizeh and other popular destinations around the world. Some might try to tick off the 7 Wonders of the Ancient World or the 7 Wonders of the New World too, for example.

3. The luxury traveller

The luxury traveller checks in at 5-star or boutique hotels, dines at classy restaurants and is most likely to travel around with his own private driver.

This type of traveller is looking for comfort and doesn’t mind spending money to find it. You will find him in many places around the world, especially in luxury destinations like Dubai , Bali, Bora Bora and Hawaii.

Many luxury travellers travel for special occasions, such as their honeymoon, to celebrate something or they might even be on a 21st, 50th or 70th birthday trip .

Some of the activities the luxury traveller will engage in are luxury cruises , spa treatments, private safaris, etc.

4. The soul searcher

You may have come across the soul searcher during some of your travels, or maybe this type of traveller describes you. Soul searchers are mainly travelling in order to find themselves.

These are most often solo travellers who are looking for the meaning of life, spirituality, growth and inner peace . Many of them can be found in India , Nepal or Mexico, for example.

5. The adventurer

These are the adrenaline junkies and thrill-seekers ! From trekking and mountain climbing to skydiving, paragliding, rafting, riding a bike and more, these types of travellers are constantly looking for new ways to get out of their comfort zone.

Some great adventure destinations the adventurer will love are Nepal , Greenland, New Zealand, South Africa and Alaska.

6. The (digital) nomad

This kind of traveller doesn’t have a fixed address and t ravels from place to place . He either works from his laptop, works anywhere he can find a job or finds other ways to get by.

Some nomads stay in specific locations for a couple of months, while others prefer moving around more frequently. Apart from a type of travel, being a nomad is also a type of lifestyle .

>> Read: 21 Inspiring Movies about Nomads

7. The group traveller

As its name suggests, group travellers love travelling in groups . They either travel with a group arranged by a travel agency or plan a trip with a group of friends or family themselves.

Group travellers both come in small groups as well as in big groups of 30 people or more. They enjoy the company and love exploring new destinations together with a bunch of other people.

8. The unusual traveller

The unusual traveller can be found in off-the-beaten-path destinations like Benin , Turkmenistan, Bangladesh , Pakistan, Tajikistan or Papua New Guinea, for example.

Even when they’re visiting more popular countries, you won’t find them exploring the tourist hotspots very often. Instead, they will head to these unexplored places that not too many people would think to travel to.

9. The photographer

Always with a camera by their side, photographers can usually be found behind their lenses .

These types of travellers will capture nearly every moment of their trip. They also tend to start exploring early in the morning to get the best light for their pictures (and fewer people in them).

The photographer’s main intention while travelling is to capture the world’s beauty (or reality) with his camera, and he can’t wait to start editing his pictures once he gets home.

10. The party animal

Party animals look for destinations with the most vibrant party scenes and nightlife .

You will usually find them at bars, clubs and party hostels. They love loud music, meeting people, having lots of fun and partying until the early hours.

Some great destinations for party animals are Goa, Ibiza, Amsterdam, Bali and Bangkok. There are many, many more, though.

11. The business traveller

Not all of us are travelling for fun; the business traveller, for example, is travelling for his job .

He may travel frequently but he doesn’t really have the time to explore a destination, and even if he does, he’s often too tired to go out and explore after working all day.

Although you will find business travellers nearly everywhere, most of them can be found in cities like New York, Paris , London, Tokyo and Brussels .

12. The social media addict

The social media addict is constantly looking for the perfect angle to take a picture or record a video for their social media channels .

These types of travellers will do their best to look good in their pictures and will take the time to upload their photos, videos or stories on their favourite channels on a daily basis.

13. The chiller

If spreading out a towel in the sand, swimming or snorkelling in the ocean or relaxing by the beach or pool sounds like your type of travel, then you might be a chiller.

This being said, these types of travellers can also be found in the mountains or in other environments. The chiller’s main goal is to be able to rest and relax and take a well-deserved break from their busy lives.

14. The interest-specific traveller

This traveller doesn’t particularly travel to explore a new destination but he is in pursuit of his favourite interest or hobby .

For example, the interest-specific traveller travels to go to concerts or festivals, skiing or snowboarding, visit a specific museum, go to fashion events, etc.

Depending on their interest, this kind of traveller can be found in many places. Paris and Milan, for example, are popular among fashionistas, while destinations like Switzerland, France and Canada are popular among skiers.

15. The couple

If spending time with your significant other is your priority while travelling, you may belong to the category of this type of traveller. Couples may be on a honeymoon, though that’s not always the case, and their main priority is to spend valuable time together .

You will find couples nearly everywhere, but some particularly popular destinations for them are Venice, Bali, the Maldives and Paris, the so-called city of love .

16. The country hopper

This type of traveller doesn’t stay in one place for a very long time. His main goal is to see as many countries as possible , maybe even all of them, and to get as many stamps on his passport as possible.

As the country hopper wants to visit as many countries as he can, you can encounter him in nearly every country in the world.

17. The four-wheeler

The four-wheeler can either be an RV-er , a van lifer or a road tripper . Although there is a difference between an RV-er and a van-lifer, both kinds of travellers travel around and live in their own vehicles. The main difference between them is that RVs tend to be larger than vans.

Vanlife has become immensely popular in the last couple of years, and it is easy to understand why. Being able to travel around in your own house on wheels is something many people dream of!

The road tripper , however, travels around in his car but he doesn’t live in it and stays at hotels, hostels, guesthouses or other types of accommodation instead.

The road tripper enjoys the freedom of having his own car to travel around more freely, and you will find this kind of traveller on the road for just a few days to weeks, months and sometimes even years.

18. The solo traveller

For the solo traveller, travelling alone is the most fulfilling kind of travel. He might enjoy travelling with family and friends too but still finds solo travel the most enriching.

There are plenty of amazing solo travel destinations around the world, and you will most likely find the solo traveller in all of these, as this type of travel is becoming increasingly popular.

I have travelled through many countries solo myself, and I have to say that it is pretty rewarding!

>> Read: 63 Inspiring Quotes About Travelling Alone

19. The expedition traveller

This kind of traveller is similar to the adventurer (#5 on this list) but the expedition traveller is going on a journey with a specific purpose , often in more remote areas.

For example, the expedition traveller might be on an expedition to climb a mountain ( Mount Everest or K2, for example), cross a continent or sail a boat across the Atlantic.

These expeditions vary from short journeys of a couple of days to year-long journeys like the woman who walked around the world in six years.

20. The pilgrim

Pilgrim travellers are on a spiritual journey and travel for religious reasons . They travel to follow pilgrimage routes and visit religious shrines.

You can find the pilgrim at places like Golden Rock in Myanmar, Mecca in Saudi Arabia, Wartburg Castle in Germany or the Meenakshi Amman Temple, one of India’s most famous landmarks .

Different types of travellers: Short descriptions

You will find a handy overview with a short description of the travelling types below.

• The backpacker: Travels on a low budget and often for a longer time. Loves getting to know the local culture.
• The tourist: Sticks to more popular destinations and likes to visit the hotspots, sometimes by organized tour.
• The luxury traveller: Is looking for comfort and doesn’t mind spending a lot of money on it.
• The soul searcher:  Is mainly looking for the meaning of life, spirituality and growth. Usually travels solo.
• The adventurer: An adrenaline junkie and thrill-seeker that’s constantly looking to expand his comfort zone.
• The (digital) nomad: Doesn’t have a fixed address but moves from place to place.
• The group traveller: Travels in small or big groups and loves exploring places with groups of people.
• The unusual traveller: Heads to off-the-beaten-path destinations where you won’t find many tourists (or none at all).
• The photographer: Can always be found behind his camera and will go out of his way to click the perfect shot.
• The party animal: Is always looking for bars, parties and vibrant nightlife.
• The business traveller: Travels for work and not for fun. He most likely doesn’t have the time to explore a destination.
• The social media addict: Is always looking for places to make the perfect Instagram picture, reel or Tiktok video.
• The chiller: Travels to rest and relax, whether it is at the beach or in the mountains.
• The interest-specific traveller: Travels according to a specific interest or hobby.
• The couple: Their main goal is to spend valuable time together.
• The country hopper: Wants to see as many countries as possible and doesn’t stay in one country for a very long time.
• The four-wheeler: Travels around and sometimes also lives in his own vehicle.
• The solo traveller: Travels by himself, sometimes for short trips and sometimes long-term.
• The expedition traveller: Goes on a journey with a specific purpose, often in more remote areas.
• The pilgrim: Travels for religious reasons and is on a spiritual journey.

Types of travellers: Final thoughts

And that was it – the 20 most common types of travellers out there. I hope you have found exactly what you were looking for in this post!

So, what type of traveller are you? Or can you recognize yourself in more than one of these types? Let me know in the comments below!

I see myself as a mix of #5 the adventurer, #6 the nomad, #8 the unusual traveller (although I can be #2 the tourist, too from time to time), #9 the photographer and #18 the solo traveller. It is hard to choose just one!

Do you think there’s a type of traveller that’s missing from this list? Let me know in the comments below as I’m updating this post frequently.

Pin it for later: Did you find this post helpful? Save it on Pinterest and follow me on Instagram and Facebook for more travel tips and inspiration.

Laura Meyers

Laura Meyers is the founder of Laure Wanders. She was born in Belgium and has travelled to over 40 countries, many of them solo. She currently spends most of her time between Belgium and South Asia and loves helping other travellers plan their adventures abroad.

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How to Become a Luxury Travel Advisor [Full Guide for 2024]

Last Updated: February 11, 2024

What Do Luxury Travel Advisors Do?

1. sell travel , 2. find a niche , 3. get proper training , 4. decide which agency to join, 5. educate yourself , 6. establish social media presence , 7. practice dedication, patience & training, key takeaways, how much do luxury travel advisors make, pros and cons of being a luxury travel adviser.

Would you like to become part of the travel & tourism industry and help others experience the joys of luxury travel? If so, then a career in luxury travel advising may be perfect for you. Our guide addresses the traits and skills required for this job. It also provides essential information on how to become a luxury travel advisor, salary details, and the perks and downsides of becoming one.

The most common misconception about luxury travel advisors is that they lead a glamorous life, enjoying all the luxuries the world of travel offers. Although, as a travel advisor, you get to visit places that most people only dream of and, for example, be among the first to see a new hotel, the job comes with specific requirements and responsibilities.

So what is a luxury travel advisor? Expert advisors provide their clients with luxury hotels, restaurants, and transportation and prioritize their needs. Being a luxury travel advisor can often be a 24/7 full-time job—available to tend to their client’s needs to ensure a memorable travel experience.

There are many challenges that this job entails. You need to possess a palette of certain traits and skills for success. Consider some of the following unwritten luxury travel advisor requirements.

• A passion for travel  
• Good interactional skills
• Provide excellent client care 
• Establish a suitable connection with clients 
• Excellent problem-solving skills 
• A strong work ethic  
• Desire to learn and recognize opportunities for growth  

If you possess the above skills, a career in travel advising is the right choice. But if you don’t, you might want to dedicate your time to training and acquiring these skills before making this your career.

How to Become a Luxury Travel Advisor? [7 Steps]

One characteristic that can make your advisor’s job easier and more fulfilling is a love for travel. Becoming a luxury travel advisor means you’ll spend plenty of time researching luxury destinations, and if you have a passion for travel, doing so will be fun and engaging.

Consider the following seven recommendations on kick-starting a career in the luxury travel industry.

The goal of the luxury travel industry is to sell the ideal travel package, and clients are willing to pay a lot for this. The relationship between consumers and producers is based on people having their needs met by purchasing a product. Though people don’t need travel as a commodity like housing or food, travel still sells.

What is a luxury travel advisor to expect in terms of demand for travel? In 2019, the global luxury travel market was valued at around  $945.6 billion. It’s estimated to reach $1,198.3 billion by 2027. But what is most important when selling travel is for an advisor to identify the right clients, inspire them to fulfill their travel dreams, and put their knowledge to use to make those dreams a reality.

Before you identify the right clients, select a niche for yourself. A specialized product or service comes with a more significant earning potential in today’s industry. You can choose to become a luxury travel advisor who is destination-specific and specializes in a region or country that attracts robust tourism, such as France or Japan. If you decide on US tourism, consider investing in USA travel insurance.

Multi-generational travel is a good choice for those who grew up traveling with their immediate family, while honeymoons are perfect for romantic souls. The more you learn about your niche of choice, the better you’ll be at identifying client needs and attracting and keeping clients.

While there’s no degree or certification required, it’s essential to know the travel industry. To identify whether or not you have the needed luxury travel advisor qualifications and need training, consider the following questions.

• Are you experienced in travel ? 
• Have you traveled extensively?
• Do you have the means and extensive network and friends willing to travel ?
• Do you have previous experience in planning trips? 

If you’ve answered “yes” to these questions, you could consider pursuing this career. And don’t be concerned if you don’t have prior experience. All you need is some hands-on experience related to traveling by becoming an intern at a travel agency or planning your friends’ vacations.

Becoming a successful luxury travel advisor is challenging without becoming part of a travel agency. A host agency can help you establish contacts with tour operators, airlines, restaurants, etc., offer the best properties, and book trips without a problem. But before joining an agency, research their commission model and average commission percentage and agents’ annual fees. Consider also what you’re looking for in an agency.

Many expert advisors advocate staying on top of the game and continue learning about luxury travel advisor education. Products and destinations change rapidly and constantly.

You may not have enough time and resources to check out various hotels and cruise lines, but you could subscribe to online magazines and newsletters. You can also learn from the many digital platforms where luxury advisors share valuable experiences.

The best way to attract clients is to establish a robust online presence by starting a travel blog and setting up a website where potential clients can become familiar with your services. If you’re aiming to become a popular luxury travel advisor, updating your social media pages is essential—almost everyone does internet research before booking a trip.

Becoming an advisor takes dedication and patience. It’s essential to take every opportunity to meet new clients and take advantage of all training and learning opportunities. Like any other career, this job also comes with its highs and lows, which is why being patient can take you a long way.

According to ZipRecruiter, the national average luxury travel advisor salary is $50,894/mo ( $24/hr or $1,000/wk ). California is the best-paying state in the US for luxury travel advisors, with the cities San Mateo, Berkeley, and Daly City topping the list of highest salaries.

When deciding if this is the right career choice, consider the following pros and cons.

• Offers location flexibility
• Opportunity to become an independent agent once gaining experience
• Specialized niche options
• Decent paycheck
• Must be available 24/7 despite time zones
• Luxury travel advisor requirements (e.g., maintaining an online presence) can be  time-consuming and difficult
• Can be stressful

Choosing a career in the travel and tourism industry is a good idea for those passionate about traveling and possess the needed interaction skills to help them scale up in this competitive field. There’s no need for previous luxury travel advisor education for this job; it’s primarily based on personal skills, networking, dedication, and persistence. And traveling around the world means you’ll be dealing with foreign currencies for business expenses, so we suggest checking out these business credit cards for travel to simplify transactions.

If you’re looking for advice on how to become a luxury travel advisor, keep these basic concepts in mind:

• Selling travel
• Find a niche
• Find an agency
• Educate yourself
• Establish social media presence
• Dedication and training

There are no set prerequisites to a luxury travel advisor’s education. No specialized courses or certifications are needed to start the job, as it primarily depends on interpersonal skills and travel experience.

• Allied Market Research
• ZipRecruiter

ABOUT AUTHOR

by Beti Prosheva Gavrilovska

I am curiosity-driven and detail-oriented so you will often find me researching the latest trends, experimenting with search engine optimization, or testing software. As a keen observer of content, my teammates often like to joke that "noting escapes the eye of Beti."

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Luxury Collection 2022

The Luxury Collection 2022 rounds up the ultimate luxury getaways, from adventure travel to island escapes, plus the best hotels, resorts and cruises from around the world.

Travel is an enormously personal prospect. Each of us looks for something different from the experience, deriving meaning and joy in often wildly divergent ways. Maybe you’re an adrenaline junkie, maybe you’re a culture fiend, maybe you’re a gourmand... Whatever your passion, finding a trip that caters to your niche interests can be a very rewarding challenge. For travellers of means, bespoke travel is the ultimate indulgence. Having the ability to tailor-make your trip is a game-changer, particularly if you can engage the services of luxury travel experts who can guide you towards some truly life-changing experiences. Adventure travel lends itself neatly to luxury, too, as finding new and untapped ways of getting the heart racing can require plenty of resources and time. We track down some of the most thrilling trips out there. Then, for the ultimate escape fantasy, nothing beats an island. There’s something incredibly alluring about saying goodbye to the outside world and retreating to your own little paradise, lapped by waves and offering limitless peace and solitude.

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Skamania Lodge offers first look at its fancy new glamping tents

• Updated: Apr. 27, 2024, 2:09 p.m. |
• Published: Apr. 27, 2024, 7:00 a.m.

A private soaking tub is found inside the new glamping tents at Skamania Lodge on the Washington side of the Columbia River Gorge. Jamie Hale/The Oregonian

• Jamie Hale | The Oregonian/OregonLive

This May, visitors to the Columbia River Gorge will have a new, luxurious glamping experience to try.

Skamania Lodge , the 175-acre Washington resort near Stevenson, offered a sneak peak this week into its new glamping tents, which will open to the public May 1 and are available to book now through the end of the season.

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