Luxury the only way forward
Among many changes that happened after the pandemic struck is how travel has changed, especially luxury travel, which has seen a shift from tangible and expensive amenities and experiences to sustainability, personalisation and discovering places before t
Luxury travel was always synonymous with staying in a 7-star property with hands-on butler service and especially curated personal visits to the most popular tourist sites. Today, the pandemic has changed what it means to people, and the tour operators and hotels are making sure they get what they want, in a whole new way.
Changing luxury
Arun Ashok, Regional Manager of Luxury Escapes India & Middle East, claims that after the pandemic, the world of luxury has undergone a transformation where consumers now look at it as a basic necessity rather than a mere indulgence. “Every time a COVID wave ends, we see luxe vacations in exotic destinations like the Maldives, Dubai and Bali taking the top spot in terms of sales. Luxury is not just about five-star resorts, lavish brands and opulent experiences anymore, but rather it's about mindful spending where the purchase adds value to one's life experiences. Sustainability is now of paramount importance wherein any luxury purchase is expected to offset one's carbon footprint. Emotional connections are paramount," he says.
Joerg Drechsel, Owner of Malabar House & Purity (Proud Relais & Châteaux members) and Delegate, Indian Sub-continent, Greater China & Southeast Asia and Member on the Board of Directors, Relais & Châteaux, explains, “Pre-COVID, the 10 Relais & Châteaux members in India had an average of 80 per cent foreign inbound guests pulled by the R&C brand ethos. Then came March 2020, the two years of lockdown, no scheduled international flights and no tourist visas. Depending on the destination and the experiences they offer, some of our members succeeded well to compensate for their loss of global visitors in the domestic market, others have suffered till now. Luxury is now not about premium hotels, but what every hotel offers, whether it’s in the form of culinary enriching experiences or the attention to the smallest details in the rooms. The post-COVID traveller is more aware of his/ her need and only decides once he/ she is well-informed about what the benchmark of the quality of service is. This has been one of the biggest changes, especially in the domestic traveller.”
Echoing the thought, Puneet Dhawan, Sr. Vice President, Operations, India & South Asia, Accor, says, “The perception of luxury has changed due to a pandemic-driven focus on embracing essentials to improve overall well-being, and prioritising fulfilling experiences. Guests are willing to pay a premium for luxury services, which create meaningful experiences and which are truly immersive.”
Ravi Gosain, Vice President, IATO, shares, “When it comes to luxury tourism, it is a sense and how one feels. Thus, whether it's a service, accommodation or an experience, everything mixed with the personalised efforts is luxury. I think in near future, the concept of luxury will be quite different. It’s not about tangible things like accommodation, having first class staff at your service, or the best linen or the sceneries. It’s all about the kind of experience you are giving to your customer.”
Shift in demands
Anand, MD, Holiday Moods Adventures and EC Member, ATOAI, claims that luxury had a different definition before COVID and we have clients who were actually gung-ho about how their luxury holiday would take place, in terms of what they need, making sure it doesn’t go wrong. “Suddenly and for the good, things have changed. Even the most luxurious of clients have realised that they will only live once. Thus, they have found a new definition of luxury. If it's nature, they want to be in the nature, and ensure that they see the most beautiful places that Mother Earth has. They are willing to sacrifice a lot of the comforts to be in the nature. In fact, they are aligning their thoughts with sustainable tourism and want to meet local people, because that is where the first-hand experiences come from,” he adds.
Dhawan says from the guests’ point of view, they are seeing major trends in adoption of sustainable values and responsible tourism. “Furthermore, guests expectations have shifted further into personalised experiences as well as opting for tech-savvy hotels. They are also exploring staycations and wellness stays, which further have heightened the interest for local and unique experiences,” he adds.
When it comes to guest demands, Ashok claims that they are now willing to invest more in luxury holidays. “Whether it's choosing an all-inclusive vacation in the Maldives, or a curated tour in Turkiye, guests are now willing to go the extra mile to turn their holiday into a wholesome one,” he says.
Drechsel adds, “The demands of guests in India are similar to the global trend. Our audience is getting younger. The millennials prefer shorter stays, but load their stays with active experiences.”
Future of luxury
In the future, says Gosain, “I think people will be going to more remote places for luxury. It doesn't matter if it is small or big. However, they will be looking for more privacy, good food and also interaction with the locals.”
Ashok believes that luxury travel will be all about mindful travel moving ahead. “Experiences will now be prioritised over everything else. Travellers will turn inwards and focus on their personal well-being during their vacations rather than sticking to set itineraries. Wellness is certainly the new luxury. Travellers will focus on connecting with the local environment and surroundings and slow travel will rise. Customised itineraries will be the rage wherein travellers will expect holidays that cater to their interests. Mass tourism is now out the window, as far as this segment of travellers is concerned,” he claims.
Drechsel adds, “Talking with tour operators and hoteliers, there seems to be a common agreement in the tourism sector that we will have a substantial reco very in this financial year, but the full recovery will only happen in 202324. My personal prediction is that we should recover 40 per cent of the pre-COVID international arrivals in November to March season. We expect guests to be less on the road and spend more time in individual properties. We as dedicated hosts, work all on more engaging content for enriched extended stays, combining culinary, health care and cocooning experiences with wildlife, culture, nature and community-based discoveries. Every stay in a Relais & Châteaux property has to be an unique experience, one of its kind. Our diversity is unique, it is our wealth.”
Dhawan also said that the future of tourism — especially in the luxury
Every time a COVID wave ends, we see luxe vacations in exotic destinations like the Maldives, Dubai and Bali
The post-COVID traveller is more aware of his/ her need and only decides once he/she is wellinformed
Guests are willing to pay a premium for luxury services, which create meaningful experiences and are immersive
Whether it's a service, or an experience, everything mixed with the personalised efforts is luxury
Even the most luxurious of clients have realised that they will only live once. Thus, they have found a new definition of luxury
segment — is one where travellers don't have to think about being environmentally friendly, as it would already be ingrained in their design of operations. “Travellers are now looking for meaningful experiences under one roof to create deeper connections with their loved ones and the environment. Hence, our hotels, especially in the leisurely locations, are in demand. Staycations at holiday destinations are sought after. This is also reflected in an increase in FIT travel and demand across our properties,” he concluded.