LuxuryHigh-end travel is on the way back after Covid, but some things have changed.

Luxury travel agents: Don’t look away now, this is for you

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Experience is the new currency for luxury travellers.
Experience is the new currency for luxury travellers. Photo Credit: GettyImages/Andres Jacobi

Research by business data analyst GlobalData indicates high-end travel demand is on the way back after Covid – but not everything will be quite the same.

Despite returning demand for luxury travel, GlobalData’s poll of some of the world’s largest companies found there is a growing demographic of socially conscious, high-net-worth consumers who are rejecting overt displays of wealth in favour of “inconspicuous and responsible consumption”.

As luxury travellers resume travelling both domestically and overseas in the aftermath of the Covid-19 pandemic, GlobalData predicts they may begin to seek experiences that are more immersive and more exceptional than in previous years.

“Their approach to luxury is driven by ethical living, artisanship, authenticity and sustainability,” said Hannah Free, travel and tourism analyst at GlobalData.

She said experience is the new currency for these holidaymakers, who seek self-fulfillment through greener travel and eco holidays, while wanting to ‘do good’ for people and the planet.

“If luxury travel brands ignore this trend, it could put them at tremendous risk of total disconnect with an audience who are looking for sustainable options,” Free added

Free believes travellers are determined to make up for lost time, and 2022 could see an increase in holiday budgets for luxury travellers, with an uptick in demand for ‘once in a lifetime’ adventures.

“While Covid-19 has changed many aspects of luxury travel, there are still several defining features which sets the sector apart from mass market tourism. This includes hyper-personalisation, exclusivity, unique experiences, intuitive service and the ever important ‘human touch’ element,” Free concluded.

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