High-end travellers are increasingly choosing subtle indulgence and travel forms that relate to their personal values, as opposed to flashy, conspicuous consumption, according to recent research by Sabre in collaboration with TrendWatching.
“The evolution of high-end travel is creating a marketplace where ‘luxury’ is defined by the most exclusive, unique experiences that reside at the intersection of affluence and access,” said Sarah Kennedy Ellis, vice president of global marketing and digital experience at Sabre Hospitality Solutions.
“We see guests moving beyond traditional ideas of status and embracing highly-bespoke travel opportunities that focus more on the individual traveller’s personality and values and less about expressing opulence.”
One trend highlighted in the Future of Luxury Travel report is wellness consumption. According to figures from the Global Wellness Institute, the global wellness tourism segment is expected to grow by over 37 per cent to US$808 billion over the next three years. A major driver of this growth will be luxury travellers looking for opportunities to better themselves.
Secondly, low-key luxury is on the rise for affluent travellers who identify with “post-status” ideals. These travellers choose subtle indulgence over prominent labels and showy opulence. The “no-frills chic” phenomenon sees travellers choosing travel that contrasts with traditional luxury – which, itself, is a new expression of status through defying convention, Sabre observed.
Another trend is what Sabre refers to as “indulgence without guilt”. The report cites examples of emerging high-end products and services whose selling points include positive environmental or social impact. From ice cream made from fruit that would otherwise have been sent to a landfill, to lab-grown gems that offer an ethical alternative to diamond mining, wealthy consumers are choosing luxury products that help make the world a better place.
The full report is available for download here.