RETURN TO LUXURY
Private buyouts and hyper personalisation rank as top trends for hospitality
The pandemic has touched all lives in many different ways, and as the world around us changed in this span of time so did a multitude of perspectives around living life. Bound by the confines of limited spaces and with an inherent spirit to adapt, people were compelled to unlearn old ways and rethink about how to thrive in the New Normal. It is an established fact that since time immemorial travel has been a stimulus for intermingling of cultures, discovering the unfamiliar, or even prospering businesses and knowledge exchange, but most of all it has served as a common thread that enables enriching human interactions. Evolved travellers today are gradually making more cognisant decisions to relook at travel and the true sense of
luxury in an altered environment. Linked with this, purveyors of hospitality and services around the globe have added varied dimensions of safety and well-being while continuing to offer the reassurance of authentic travel experiences. As the changing dynamics at both ends of this spectrum merge to redefine travel, it also sets the centre stage for a new era of conscious luxury. Taking a deep dive into some pertinent trends that are shaping this renaissance and how it profoundly links with immersive journeys, here are some insights.
Meaningful connections with bespoke experiences
The pandemic made people realise the significance of having a close circle of loved ones around, it also accentuated a desire to have more uplifting interactions with each other. Luxury has now transformed into cultivating meaningful connections. Beyond extravagant spends that were traditionally perceived to make vacations worthwhile, discerning travellers are increasingly seeking out bespoke experiences to allow for a deeper connect with oneself as well as those who ultimately matter. For example, any form of art can be a fascinating way to bond as well as forge memories to take back. A handful of boutique resorts across destinations provide guests with unique avenues to channel their creativity, from interactive glass blowing sessions in Italy to create colourful masterpieces, making handwoven baskets to collecting highland treasures in Tennessee, to dot painting workshops with indigenous artists of Uluru, to learning botanical art with water colours in Indonesia’s picturesque tropical settings.
Serenity of space through a magnified focus on personalisation
Wedged between same boundaries over the past many months created a repressed longing in people to break away from routines and value the necessity for self-revival. Here, luxury is redefined in being able to find one’s own comfort, balance and serenity of space, rather than merely celebrating grandeur or expensive indulgences. Perceptive hospitality now translates into assuring travellers with a sense of belonging through gratifying experiences fused with a magnified focus on personalisation. In this context, the Maldives has been a recent trendsetter. With favourable policies, the destination witnessed a prominent rise in demand from the world over. This has been fuelled by an accurate perception about its island resorts as secluded havens, with privacy at the focal point of journeys. With evolving lifestyle preferences, there also arose a need to plan vacations differently such as experiencing a destination through a series of shorter visits with a mix of exclusively tailored experiential themes each time. These can include innovative wellness for oneself with aqua yoga or walking meditation, curated destination dining with family in scenic settings—from private picnics to sundowners, or outdoor adventure for couples through dolphin cruises in dhonis or guided snorkelling safaris.
Making time for mindful travel
As people we are intrinsically accustomed to organising daily lives around set regimes or patterns. The recent past has been a disruption from the usual and amidst adversity, a unique window opened to reflect. True luxury today correlates this introspection with a newfound affinity to make valuable time to mindfully embrace as well as share the privilege of travel, versus acquiring empty affluence. This is pivoted by percipient travellers increasingly accessing experiences that thoughtfully give back to nature and the communities of a place. A prime example from a plethora of progressive initiatives is sustainable farming being done by a few resort brands across destinations like India, Maldives, Oman, Thailand and more. They have successfully involved locals to grow zero-waste, zero-kilometre produce, and guests in turn can embark on educational farm tours or learn farming techniques, and handpick their choice of ingredients to take inspiring culinary master classes. In the foreseeable future, the next benchmark for hospitality providers globally will lie in amalgamating these aspects that rebuild thought-provoking journeys. In the meanwhile, travellers carve out new beliefs in this renaissance that’s deeply rooted in responsible travel.