A changing consumer mindset has led to a new definition of luxury – but what does this mean for luxury travel and tourism companies? We talk to Rob Arrow, director at Cherry Travel, to find out.
Cherry Travel is a leading boutique consultancy of travel experts that creates luxury travel experiences for clients worldwide.
Do you think the definition of luxury has changed?
It has evolved. Before it was all about thick fluffy towels and robes, gold taps, formal service. Now it is still about the high touch, instant and bespoke service, but in a relaxed, warm and most importantly authentic atmosphere. Information has never been more accessible, experiences of before are now more attainable, and elevated service is the new norm. Luxury today is about being somewhere for the first time, or the first one to immerse yourself in an experience, and with the time to emotionally engage. This is why we are seeing more and more clients looking for trips off-the-beaten-track, whether to Antarctica or a new luxury resort in Saudi Arabia’s Red Sea.
Why do you think this is?
I believe as people’s lifestyles and desires have changed, so too has the way we engage with luxury especially on the travel front. We are privy to more information, and an emphasis on higher engagement has led to new ideals of indulgence. Those that really want “nu luxury” are seeking more and more the luxury that is time, space, and mindfulness.
What is your personal definition of luxury?
Being able to really immerse myself in an experience, culture or even a brand. As I’ve lived across different cultures for 12-13 years, my identity has evolved, and my definition of luxury with it. I still love a bespoke approach from a guide, hotel, or experience that moves my emotions somehow. That, to me, is luxury.
What is the difference between luxury and “ultra-luxury”?
Luxury for me is more about the tangible: the high-touch service or support in a hotel or on the ground. Comfortable beds and strong powerful showers, a sense of security and location when travelling – something many luxury hotel brands and experiences offer today. Ultra-luxury is delivering all of this but in the nu-frontier, taking me to a hard-to-reach destination, where I can experience its true culture but with my needs comfortably met. This balance of straddling two worlds, whether alone or in a small group, is ultra- luxury today.
What are the biggest trends you’re seeing in luxury travel?
It’s all about personalisation, and truly being able to connect with a brand or destination. Technology, wellness, and mindfulness are playing a bigger role in this aspect of luxury travel, enabling guests to switch off as soon as they arrive, and indulge in experiences curated for their individual peak conditions.
What travel and tourism trends are you noticing in the Middle East?
Traditional destinations and experiences, such as London, Paris, Maldives, although still loved, are making way for further exploration as people grow more courageous and informed about new options. We’ve seen an increase in bookings for South America, Southern Asia, and even ski in Europe. Many clients will book one week static in Europe or the US, and a second week on a cruise or train travel to see more of the region. Domestic travel, especially in Saudi Arabia, is also on the up.
What do you think truly makes a luxury experience stand out?
It has to be attention to detail – the proactive thought process, and anticipating the needs of the client when immersing themselves in the experience. I want to leave feeling I have not just learned something, but that I’m also emotionally engaged, left with a feeling of warmth and belonging and thus sharing this with others to then engage too.
What makes a hotel top-notch?
The two key elements are personalisation and recognition. I don’t mean as in a loyalty scheme, but in terms of customer service, and inciting my emotional engagement. And of course, nowadays, the accessibility of charging points, good entertainment technology, and a swift arrival and departure experience are very important too. This is where a high-quality app counts for me.
What are your top three tips for planning a stress-free trip?
Don’t overdo it – give yourself time and the flexibility to pause or do something you may not have known existed. Do a little research to know what the destination looks like, or be aware of key timings and places prior to a trip. And have a good travel agent (like me!) to take care of all the different elements and plans so you can have peace of mind and on-call support, and free up your own time.
What are three things you would never travel without?
Health vitamins, a universal charger or power bank, and lavender-infused pillow mist.
What trends do you anticipate in the near future of luxury travel?
Sustainability as a core value, tech-driven personalisation, remote and exclusive destinations, hyper-personalised luxury, and culinary adventures. The future of luxury travel will be characterised by a shift towards meaningful, personalised, and sustainable experiences. Capturing the essence of these evolving trends and conveying the stories of transformative journeys will be essential for captivating clients in the dynamic world of luxury travel in the years to come.
