ANALYSIS: WHAT DOES TODAY'S LUXURY TRAVELER WANT?

Environmentally conscious, socially responsible, and in search of unique experiences, today’s luxury travelers have very different expectations from their vacations. Is it time for hotels to embrace a new definition of luxury travel in order to successfully attract their target guests?

PHOTO: TU Magazin

There was a time when luxury travel meant carriages and limousines, piles of luggage sent ahead, and prestigious hotels or resorts valued for their grand atriums, high ceilings, and lavish details on walls and floors.

That was an era when no one questioned the logging of Thai teak or African ebony, when displaying real ivory tusks in the lobby was a mark of prestige, and when plucking soft feathers from live geese for pillows and duvets was standard practice. Fortunately, those days are over, and a new generation of wealthy and famous travelers is moving in two distinct directions:

They are not only much more environmentally aware but also more responsible toward the world around them.

They seek unique experiences rather than specific destinations.

With this in mind, let’s examine what today’s travelers consider when making a reservation.

Conscious Travelers

A study conducted by Booking.com among 33,000 travelers worldwide revealed that the vast majority of respondents want to travel more sustainably. The research showed that travelers are actively trying to reduce their travel footprint in ways ranging from reusing linens to turning off air conditioning in hotel rooms. Around 43% plan their vacations in a way that allows them to walk, cycle, or use local public transportation—this includes luxury travelers as well. The study also highlighted a growing interest in hotels that promote environmental management and support local communities.

Responsible Solutions

Is this the new luxury? Is the new wave of luxury travelers more responsible? Are they aware of the damage money can do? The study also found that 43% of respondents are willing to pay more to support certified sustainable travel options. The question remains: does this not present an opportunity for hotels to be more creative, more sustainable, and ultimately increase both occupancy and profit? Given that tourism accounts for 8% of global greenhouse gas emissions, according to nature.com, it is high time to evaluate how we can be more responsible and where we can make an impact.

It’s All About Experience

But sustainability is only one element that the modern luxury traveler seeks. Another is experiential travel. For them, a unique experience can mean many things: an extraordinary adventure, an exceptional encounter, a demanding physical activity, or even choosing the company of someone they would never have imagined meeting—from a Peruvian shaman to an herbal priest from Rtanj, to a bartender who is also a chiropractor and an origami master.

So, how can we cater to this new flexible, independent traveler? What should we offer? How do we attract a guest who does not care about marble, silk, or gold in the lobby but instead selects a hotel or resort based on the experiences it provides? Hoteliers can no longer rely solely on luxury standards or the ability of staff to anticipate guests' needs.

Knowledge Is Key

Service levels, a crucial factor in the luxury segment, have shifted away from the old-school butler experience of "Yes, sir." Today, the overall knowledge level of the staff—particularly their local and regional expertise—is more important. If we can train our teams to ensure guest retention, the experiential offering will be the deciding factor. Even Airbnb now has a section dedicated to experiences, not just stays. The local and regional knowledge that today’s luxury travelers demand is what delivers that sense of exclusivity. They expect this from everyone they interact with, not just the concierge.

And the scenarios are numerous. There is the concierge who goes the extra mile to secure hard-to-get reservations, the chef who is ready to cook any meal at any time, the staff who share insider tips on where locals shop, and the bartender who is a goldmine of information about what’s happening in the area.

Personalized Service and Beyond

Instead of offering standard group tours, why not tailor experiences to align with the personal priorities of guests? In the era of high technology, we should be using data and research to offer deeply personalized services. This could include creating a customized menu based on dietary preferences or, for instance, placing guests’ nicknames on their bicycles and slippers.

Whether you are offering paragliding arrivals, cooking classes with a visit to the local market, barefoot night walks through the desert, or helping to rebuild a local school brick by brick, the level of success your resort or hotel achieves will come down to one key factor: the memories that are etched into your guests’ minds and stay with them for years to come.

Creating Lasting Memories

Those unique opportunities you create, those unforgettable moments, those rare events, and once-in-a-lifetime journeys that are different for each guest are what will define your hotel as a true luxury destination and set it apart from the rest.

To achieve this, you must understand the culture and history of your location, as well as the ethos, values, and mindset of the travelers you want to attract. Without this fundamental understanding and without offering guests the chance to experience the world in a more inclusive, responsible, and thoughtful way, success in the hospitality industry today is no longer guaranteed.