«Carpe diem» journey

The new definition of luxury is all about seizing the day, driven by the belief that personalised and authentic experiences best combine travellers’ money and time, triggered by the desire to savour as many new destinations and exciting experiences as possible, while still wanting to travel in comfort.

This trend accompanies other movements, such as seeking secluded, unspoiled destinations, or avoiding crowds at over-touristy places. According to the latest Virtuoso report, genuine interaction with locals provides travellers with a deeper appreciation of the people and cultures they encounter. Every destination along the way should enrich their experience. It might be with a local, with so much to tell, new food, experiencing different art and cultural moments. Basically, they just want to feel as much as they can, even if they have to explore multiple countries, over shorter journeys. Hence, they may want to pair a ski thrill with a dolce far niente dream beach, or a city escape with a jungle adventure. The focus is on diverse experiences that enrich the trip with each stop. 

Food will also play a major role in showcasing the culture and heritage of the area. This niche travel sees tourists dedicating a considerable time not only to collecting Michelin-starred restaurants, but also to gastro tours, concentrated on exploring indigenous food and wine, cooking classes, eating in private homes or farm-to-table encounters. 

Life is about the journey, not about the destination. 

Seizing the day is the most important rule. Embracing the philosophy that the journey is half the fun, upscale travellers are now choosing to exploit their passions. Examples could include getting a personal shopper to guide them through the latest pop-up stores; nurturing the smaller pleasures in life such as tasting wine with the owner of a local winery; renting a Vespa to discover a new city or a Harley Davidson to hit the road. 

Consumer interest is shifting, and today’s traveller wants unique experiences instead of commodities. To be successful in this industry, hotels will have to design exciting local and personalised experiences for their guests. Travellers also want to stay in places that reflect the destination – inns full of character in Croatia, small neighbourhood hotels in Buenos Aires, or even private homes in Havana.

Life is a journey, travel it well.