Fittingly, 2021 marks the 11th anniversary of ILTM Latin America and the beginning of a new decade in travel.

Instead of looking backwards, I want to take this opportunity to look ahead and contemplate what’s next for luxury travel. How can travel address some of the world’s biggest challenges, and – hey, why not? – how can travel shape the new pathways we all want to take. A fresh and much-needed restart to get the world moving again, here are 11 trends to set the tone and swing us towards the passionate, sustainable, inspiring, and exciting experiences that await us all.

Ready? Let’s go!

1. Conscious travel

Connect with yourself + others + destination

The mantra “Live Full. Travel Conscious.” has been hovering around the industry’s best minds for an important reason. It addresses the present need for the traveller to become a pivotal agent and actor in the positive transformation of the world we explore. Choosing with purpose is key. Enough of over-tourism and lack of awareness. We cannot expect to dive deeply into a country just by being bystanders. We need to connect with its people and start conversations that could lead to cultural discoveries and experiences. We want to be immersed while doing good, therefore transforming ourselves and others along the journey. Our trips should combine sustainability and wellness, cultural immersion and exploration, adventure and involvement with the destination, as well as the supporting of conservation and environmental projects, empowerment of artisans, producers and local businesses. We have the ability to positively impact the spots we visit by injecting revenue into local economies and establishing links with local communities. The paradigm shift affects the entire market and is the result of the choices we make. A trip is meant to entertain, amaze, educate and have an emotional impact, taking us into the present moment while remaining sustainable. Purpose, partnership, positive contributions. It’s all about evolution and consciousness. Don’t you want to be part of this shift?

2. TA Hype

The rise of travel agencies & advisors

We all know how it goes. The traveller plans a trip thinking everything is under control just to discover that it’s not. During the first wave of Covid, there were so many cancellations and postponements, no flights, mass evacuations, delayed plans. And who was there to save the day? The travel advisor. The one with the knowledge, the connections, the professional service, and the best intentions to excel at their job.

Covid has given us all new perspectives, and this is especially true for the travel industry. End clients and luxury travellers have gained a new appreciation and respect for agencies and advisors. The quintessential travel agent is the one who will not only know their clientele but their providers, their products and all the logistics/documentation required in the ever-changing post-pandemic scenario. It’s not simply about planning a dream vacation; it’s about navigating what seems to be a million options and selecting the best ones, customising for each client, curating their experiences, and monitoring the new travel protocols, requirements – and last minutes changes make it all the more difficult.

I believe travel agents are the hype in the luxury travel market right now. Accordingly so and well-deserved, indeed.

3. Off the Grid

Escaping mass tourism and overcrowding

Due to the social distancing required, escaping the crowds is a must these days. But its benefits are way greater than just our little bubbles. Overcrowding is not only unsatisfying and undesirable now, but it can also reverberate into economic, social, and environmental issues. Beloved cities have suffered the downsides of chronic mass tourism – think Rome or Venice. Remember the cruise ship that crashed into a dock in 2019? Thankfully that lead to the city’s decision of banning large ships from entering the Venice lagoon this August… after years of warnings of irreparable damage to Venice’s ecosystem. Nepal also reported a traffic jam of people waiting to summit Mount Everest in 2019, which lead to the perishing of climbers. We often take the risk of jeopardising the very places we are fond of when we should be doing the exact opposite.

So, instead of being surrounded by loads of people in crowded destinations – escalating the problems – how about getting off the beaten track and opting for alternative destinations? You can join the next wave of awareness travel and choose under-visited or remote locations.

Think about a wellness retreat at the foothills of the Himalayas, fuelled by Ananda, with a wonderful set of tools that will rejuvenate and empower your body, mind, and soul. Choose a pristine, beautiful place – such as the Icelandic, Patagonian, or Scandinavian outdoors – to enjoy a week of nature-fuelled adventure, with paddling or kayaking along the way. Companies like Nordic Luxury and Eleven Experience challenge your limits, with physical adventures and mental resilience. Brands like Six Senses and Aman have also nailed the concept with its trademark basis of wellness, sustainability, and organic luxury, in hotels, resorts and spas amidst spectacular sceneries around the world. There are even “Mystery Trips” where you spend a week alone in the wilderness after being dropped by helicopter in an undisclosed setting (a guide will be tracking you from a distance), concocted to get you to tap into your inner resources and confront your fears and anxieties to move forward. Black Tomato creates adventurous tailor-made expeditions to wilderness destinations like Mongolia or the Arctic that are kept entirely a secret from you. Going off-grid is the utmost travel experience, a way of reconnecting with yourself and sorting out what matters in life. It is a fascinating and powerful way to gain a fresh perspective.

Sometimes getting lost and disconnecting is the only way to change toxic habits and reconnect with yourself.

4. The Staycation

Exploring your own city and country

I often catch myself serendipitously discovering alternative sides of São Paulo, the city I call home. To unleash the potential of a staycation you must view your city with a fresh perspective and curiosity. Mini breaks and stays at the city’s fabulous hotels paired with wellness treatments, exploring art galleries and hip boutiques, visiting museums or new restaurants and bars while strolling around, all add an extra edge to this combination of vacationing and staying home in days of pure indulgence. It’s hassle-free, with no airport queues and travel time, just a decadent experience within the city. By the end of this escape, you’ll come away refreshed and – if you desire – luxuriously pampered. It can be surprising to look at your city as a visitor and not as a resident. As I always say: Travel in your city? Shouldn’t you try it!

5. Positive Luxury

Offsetting your carbon footprint

We all take aeroplanes to zip around the world to perform our globetrotting tasks. But taking to the skies is taking its toll; roughly 2 to 2.4% (some sources even say up to 5%) of global CO2 emissions come from aviation. While extremely pertinent, it doesn’t compare to the impact of road transportation which is responsible for 44%. Our routine actions such as driving, flying, and heating burns energy that is highly pollutant. Controlling and offsetting is an effort that has become a prominent question given climate change impacts. So, the question is what can we do to offset our travel emissions? We need to find a way to compensate, either by calculating emissions and then purchasing the equivalent balance or by travelling more efficiently. How? Planning better, staying longer, and exploring a destination by other means (taking the train, for example). Airlines that fly internationally should think of offsetting any extra emissions under the Carbon Offsetting and Reduction Scheme for International Aviation. You can also discover ways to counterbalance by eating locally grown foods (the so-called localvore), using energy wisely and choosing companies that take a responsible approach to the environment by providing employment, reforestation, and social benefits to communities. You can also choose an offsetting program to donate to. This all can lead to the so desired zero carbon footprint. It’s our world, our house… and we’re all together in this.

6. Long & Slow

Slowly discovering, for longer

It’s quite common to hear of those coming back from a dream vacation on the verge of burnout after having taken the extra mile in search of additional highs, only to tick things off an ambitious list that includes interminable selfies and photos. It’s almost as if you haven’t travelled if not picturing, posting, and frenetically trying to capture everything. It’s all so exhausting and almost depleted of meaning. We need a mindset change to fully understand why we travel. After all, who cares about how many countries or famed places you have been to? Only you can take away the pleasure and value of your trip. Doesn’t it make more sense to account for how much you’ve enjoyed, learned, and experienced in your travels? The new era of slow travel is here to bring us back to its original purpose: tapping into the unknown, discovering, enjoying, reuniting, and living joyful moments. So how can we have all that? Through real immersions, long trips, days of flânerie, slowly discovering local pleasures, hidden treasures, and destinations as well as people. The celebrated Tao Chinese philosopher Lao Tzu perfectly sums up slow travel: “A good traveller has no fixed plans and is not intent on arriving.” I couldn’t agree more. We all, in our timeframes and possibilities, should engage in it. After all, time is the ultimate luxury; enjoying your time the best way possible is living life to its fullest.

7. Sustainable Luxury

Sustainable development through travel

One of the most transformative experiences I’ve had is making a difference through community work in countries like Bangladesh, India, or Kenya, feeling the profound impact of these contributions on the people around you as well as within yourself.

Today, companies (such as ME to WE) design trips based on sustainable development and work towards strengthening communities and individuals by making them active partners in positive change. When altering the self-centred mindset to an us-centred one, we open ourselves to real situations and enlarge the purpose and reach of our travel by opting to protect our planet’s most vulnerable destinations. By transforming tourism’s impact on nature and people, we can truly influence the planet’s future. It goes beyond the environment; you can be a part of the social and economic transformations that responsible tourism can bring to the lives of local people. Examples? You can support countries that suffered devastating problems and need tourists to come back to boost their economy — by visiting non-affected spots within the destination — such as Australia after the fires, or St. Barth, St. Martin, Puerto Rico and the Bahamas after the Hurricanes Irma and Maria, or Sri Lanka after the 2019 Easter bombings.

But now, it’s the whole world who needs and wants us back with all the care and safety measures in place.

The impact of travel can be so lasting and powerful that it now attracts more and more travellers who wish to go that extra mile to support actions that address sustainability, the protection, development and preservation of communities, the environment and wildlife – while making them key players instead of mere spectators. How rewarding is that? And isn’t this one of the most important lessons we’ve all learnt during all these months locked in and wishing to go out?

8. Lifestyle Brands

A new chapter in hotel life & aviation travel

What started as the boutique hotel trend at the beginning of the 1980s (think Kimpton, Ian Schrager and Steve Rubell (co-owners of the mythic Studio 54), and the legendary hôtelier and Aman Resorts founder Adrian Zecha) has evolved into the lifestyle hotels of today with their intimate, design-oriented, and customer-centric features. The players have evolved and partnerships between established brands and creators of cool – like Ian Schrager and Marriot International – are changing the scenery with a fresh set of lifestyle hotels collections, such as the W, Edition and Public hotels. Together they are upping the game by employing hyping additions such as award-winning architects (for instance, Herzog & de Meuron in Public Time Square), thus creating fun and inspiring public spaces, incredible views, innovative design, youthful mood, and unique panache that combine the perfect mix of luxury and lifestyle. Other brands thrive in the confluence of high fashion meet boho laid-back culture, such as The Slow, in Canggu Bali or First Cabin in Japan, a mix between airline-inspired hotels and ryokans. These are a few examples of the transformation of lodging into lifestyle experiences.

The fleet revitalization has re-emerged with the introduction of Airbus A350s, A380s and Boeings 787-10s, while first class and executive suites are the standouts of the new innovative flights – with additions that deliver top-notch safety and sanitary measures while delivering lifestyle experiences to frequent flyers. Examples? Singapore Airlines’ new First Class Suite is ahead of the game, whereas Qatar Airways with its QSuite sets a new standard of private seating. Air France and Swiss Airlines go above and beyond to keep their luxurious services and very chic first and executive classes cabins in which their savoir-faire and elegant styles are presented in form of comfort and exclusivity. There is also the return of Virgin Atlantic’s innovation The Loft – a social area featuring comfortable seats and a large screen for watching movies in the Upper-Class section of its Airbus A350-1000 aircraft. Emirates already had its individual Private Suites cabins in their A380s, and the famous Onboard Bars are back as we move towards the inflight swanky social spaces that were conceived for super-long-haul flights and were to include areas for yoga and communal dining. In other words, prolonging the in-flight experience through exclusive lounges of state-of-the-art architecture coupled with lifestyle services. The heights of the airline lifestyle know no boundaries.

9. Hybrid Experiences

Blending adventure, immersion, and wellness

It’s a brand-new world out there, travellers! One that sets a frontier between wellness, adventure and reset. I could feel it coming, and so could you, right? Expeditions entrenched in rugged landscapes that are deep-rooted in luxuries such as tented camps with in-suite bathtubs and torch-lit four-course dinners can also offer nomadic expeditions aboard 4×4 jeeps, well-crafted vessels, horse or camelback and, why not, on foot. Each is led by super experts and field guides that pour knowledge into exotic itineraries that transform travellers into explorers while tuning their perspectives on cultures, people, wildlife, and the mind-blowing settings encountered along the journey. It can be on the outskirts of the Saara or the Atlas, the gorges of Oman or the Gobi Desert, maybe the red canyons of Utah, the waters of the Mighty Zambezi or the unparalleled safari camps such as Matetsi, Stretch Ferreira, Bumi Hill or Deteema of Zimbabwe. You can also go for a tiger-filled national park in Ranthambore, Rajasthan, the tropical rainforests of the Amazon or the breath-taking peaks of Bhutan, crisscrossing lanes of Ladakh – wherever your preference is, you will find fleeting hotels in ultra-exclusive locations that combine hedonism and humanism in spectacular settings.

And then, there is the rise of wellness – one of the most powerful trends of our times. In such a troubled world, the sense of well-being is imperative, and travelling in search of this reset is essential. A whole new wave of accommodations, with special-designed rooms, carefully calibrated programs, experiences, and activities aiming to shape the next level of good living is being conveyed by high-end hospitality brands like Aman and Six Senses and retreats such as Canyon Ranch, Ananda in the Himalayas and SHA. Luxury hotel groups as Rosewood, Como, Shangri-La, Hyatt, Marriot, Mandarin Oriental, to mention a few, are equally aboard the wellness lifestyle trend. Even fitness brands are migrating to hospitality: the first Equinox Hotel will be opening this year in the Hudson Yard, NYC, with interiors designed by David Rockwell. The idea is to embark on an invigorating journey that will take you on a new path. In times where health is considered the new wealth, who wouldn’t want that?

This blend of remote immersion, luxury lodging, fully charged natural wellness treatments and spiritually elevating experiences – conducted by exceptionally well-prepared locals – steer the travellers towards adrenaline-fuelled adventures, peaceful retreats, transformative journeys culminating into life-changing experiences that redefine our worldview.

10. To Infinity…

Beyond Earth, space travel and tourism

Space travel has long been on the wish list of humanity. From Richard Branson’s Virgin Galactic and Elon Musk’s Tesla Roadster to Jeff Bezos’ Blue Origin, it’s the space battle of billionaires. In late April, Virgin Orbit announced they will launch flights from the Alcântara Launch Center (CLA) on Brazil’s northern coast. It seems everyone wants a slice of space. Curious? Here’s some highlights!

It looks like Orion and Axiom Space are currently ahead of the pack. Axiom Space CEO Michael Suffredini announced the launch of his first space tourism program, which will feature a floating hotel designed by none other than the ubiquitous Philippe Starck. At a cost of US$ 55 million (included are 15 weeks of prior preparation on Earth), space tourists will be able to enjoy 10 days of orbital travel in accommodations beyond hi-tech. Made up of several capsules, the Axiom Space hotel aims to accommodate eight people, including a professional astronaut. The idea is to send the hotel into space or anchor it in the current International Space Station (ISS), which floats 408 km from the Earth’s surface. But those in a hurry might even get there sooner.

In the busy match of the race, Orion Span, led by Frank Bunger, is developing Aurora Station, a fully modular space station and a luxury hotel that will accommodate six guests at a time (including two crew) for a 12-day journey – at a modest US$ 9.5 million – where they will live as true astronauts (following three months of training). And Bezos’ Blue Origin is following the suit; his company has been developing an infrastructure for spaceflight capabilities since 2011 for the lucky few aficionados. The price of those short sightseeing trips to suborbital space aboard Blue Origin’s New Shepard rocket is likely to cost around US$ 250-300K, while Virgin Galactic’s 90-min flight would cost US$ 250K. There is already a steady waiting list for future travellers.

In 2019, NASA announced its plan to allow private astronauts to go on the ISS, with SpaceX’s spacecraft Crew Dragon and Boeing’s Starliner spacecraft. The price? Around US$ 35K per day, per person. Those astronauts would be permitted to travel to the ISS for up to 30 days, travelling on the US spacecraft. Everything indicates that the reward for so much effort will be amazing: views of your home city from space, the ability to participate in research experiments (like growing food in orbit) and sharing the experience live with friends and family on Earth via the Internet. Such great exploits require Ditto investments and travelling orbits in the millions of dollars, nothing that discourages wealthy adventurers and space cowboys going onto the final frontier of civilization.

Science fiction travel is a reality in 2021, with NASA finally launching astronauts aboard capsules built by SpaceX and Boeing. Maybe travellers dreaming of intergalactic luxury capsules will be following soon. I can hardly wait to report from the edge of space.

11. JOMO

The joy of missing out

It may be time to take a step back and think about the reasons behind your desire to travel and how much of it is genuine. Fact: social media has drastically transformed the way we interact in the world, while increasingly dictating consumer choices. Studies have shown that most people were more likely to travel somewhere if they thought it would increase their social media following and engagement. But that comes at a price: anxiety, frustration, jealousy, and even missing out on ‘the essence of the now’ in that coveted place you decided as a destination. Within a trip filled with posts, messages, DMs, and stress, how much time is left for actual enjoyment? Very little. So-called FOMO (fear of missing out) leaves us plugged into the digital world to the point of exhaustion, trapped in a cycle of taking that popular stunning selfie to tick of your virtual bucket list, only to move on to the next hyped destination. The real question is: what is the most productive way to spend your time abroad? JOMO could be the answer.

The opposite of FOMO, it stands for “joy of missing out” and is what the coolest folks are already doing with the pleasure of freedom. The new trend of hotels where wi-fi connection is limited to some areas, or even non-existent, is a blessing for busy travellers and those in need to reset and disconnect to recharge and enjoy. Living in the here and now instead of broadcasting on social media is pure JOMO. This new approach to travel emphasises connection: to yourself, to locals, to foreign cultures, to the environment that surrounds you. Brilliantly simple, highly recommended, and very much needed. So, next time you plan a trip, think about the reasons why that destination is important to you, and stay longer, enjoying it to the fullest, relaxing amidst all that wanderlust. And remember, you can always post about it later if you choose to, but you cannot regain moments lost. So, it all comes down to what matters most: live the moment or just pass by it? There’s nothing sexier than a person who lives in the moment. Haven’t we all learnt that by now?

Be present, enjoy life to its fullest, that’s living!

Juliana A. Saad is a writer, editor, and curator specialised in travel, culture, lifestyle, and luxury. In other words, Ju travels the world looking for incredible stories. A regular ILTM media attendee, you can catch them next at ILTM Latin America this October. This year, we’re at the Tivoli Mofarrej São Paulo Hotel from Tuesday 26 October to Friday 29 October, see you there!

This time last year, ILTM caught up with the ever-enlightening Dr Parag Khanna, Managing Partner of FutureMap, seasoned ILTM speaker and authority on globalization, about the impact of COVID-19 on APAC destinations. One year on, as we sat down again, the lucrative countries from the region are showing signs of emerging from hibernation. Here’s what Parag is witnessing in 2021 and beyond…

Asia represents the largest share of domestic and international travellers. The region will also be the first to reopen borders and deploy new technologies. 

The coming years will witness trends in travel reinforce those in trade: Regionalization will outpace globalization. Before the pandemic, the number of outbound Asian travellers had doubled over the previous decade—but it had tripled within Asia itself. Post-pandemic, we can expect more and more Asian travellers to remain domestic or within the region. This has already been a strong contributing factor to China’s domestic consumption rebound, and as wealthy Chinese travellers venture abroad again, Asian nations are working hardest to woo them.

Many Asia-based travellers will play it safe and head to well-governed “islands of immunity” whether Japan or Australia, Taiwan or Singapore, where they know they can enjoy the cultural, culinary, or natural offerings. These countries have moved past lockdowns, and even elevated restrictions don’t dampen freedom of mobility. They also have the upscale facilities from resorts to service apartments to enable comfortable long-stays for those who have devised new schedules around dividing time across multiple locations. In essence, such travellers are looking for “home-tels” from which to conduct remote work while building new relationships.

Asian nations will also step up cooperation around harmonizing and digitizing new standards for cross-border mobility, such as immunity passports and blockchain based health certifications. Prior to the pandemic, visa restrictions had eased dramatically and Asian passports such as Japan, South Korea, and Singapore had become three of the five “most powerful” passports in the world. Asians’ embrace of technology will allow them to quickly rebuild cross-border trust into their immigration policies.

Such policies are also underway in Europe, emanating from both the UK as well as the Schengen area. This could be a positive sign for restoring travel between Europe and Asia, especially as Europeans seek tropical holidays and Asians look to beat the heat. Currently, however, this thicket of regional and industry efforts has yet to be reconciled.

Asia will also reinforce the global trend towards longer stays and multi-generational family travel, creating novel opportunities for hospitality brands. This includes the hybridization of business and leisure travel that emphasizes maintaining professional connectivity and elevating consciousness around wellness and sustainability. Youth, in particular, have driven the trend away from material consumption towards authentic experiences, with an emphasis on environmental and cultural conservation. As Asian nations step up vaccinations, the winter season of 2021/22 presents many opportunities for families to criss-cross Asia to immerse in mega-events such as the Dubai World Expo.

It’s never been so clear that capturing the APAC market is an essential element of our industry’s global road to recovery. If you would like to join ILTM Asia Pacific Virtual to do just that, please enquire here.

We asked Chloé from Reuter: Intelligence, Asia’s leading luxury insights & research group, to explain how wellness has impacted culinary experiences within travel in the APAC region.

Health & wellness is not a niche category but a key aspect in the lives of the luxury consumer demographic. F&B is, of course, a key pillar to any wellness offering. What we’re seeing from the leaders in the field is not just new menus and dishes, but new culinary concepts and diverse sub-sectors of food, drink and the idea of dining.

Hotel dining has previously been seen – by the industry and consumers – as more of an indulgence, a splurge and time to let loose. The healthiest options usually offered are perhaps a juice bar or a ‘healthy menu’ with calories counted alongside each dish. While indulgence and luxury will of course remain, the new mindstyle of luxury Asian travellers means that travel brands need to match or exceed what they are already seeing in the world of food.

At home, the affluent, globally-aware elite are experiencing every new trend available to them; alternatives to dairy, continued interest in supplements and new diets. So, when they arrive to you, a juice bar and ‘leaf icon’ next to the couple of vegetarian options on the menu will be as disappointing as being unable to read where the ingredients were all (carefully) sourced from. Luxury wellness travellers are taking entire holidays dedicated to detox diets – showing the market is moving away from a mindset of ‘I’m allowed to eat what I want on holiday’ to a mindstyle of a holiday that continues to – is specifically catered to – achieve their body goals.

So what are the noteworthy sectors in F&B that will impact travel?

Moving Away from Meat

With the world of wellness talking down meat for both body and world health, it’s a trend well worth taking note of 39 percent of urban Indonesians and 34 percent of urban Thais increased consumption of non-animal protein compared to the year before and 24 percent of urban Indonesians plan to follow a plant-based diet this year.¹

The Upper House in Hong Kong serves a vegan ‘revitalising menu’, labelled as environmentally conscious. Grand Hyatt Manila now offers plant-based meat substitutes – Green Common’s Omnipork, Beyond Sausage and Burger. Not only advertised as ‘meat free’, such substitutes are branded as‘cruelty free’.

China’s vegan market is expected to grow over 17 percent by 2020 ², particularly in Hong Kong where the number of vegetarian and vegan restaurants has more than doubled in the last two years. Chinese government guidelines are encouraging the nation’s 1.38 billion people to reduce their meat consumption by 50 percent by 2030.³

Organic & Natural

China is the world’s largest importer of organic food products ⁴, while in the region, two thirds of Asian consumers believe in superfoods for treating ailments.⁵

Supplements

The Asia-Pacific nutritional supplement market was worth USD 44.02 Billion in 2017 and is forecast at a growth of 14.63 percent from the period of 2018 to 2023.⁶ The supplement market is segmented into Vitamins, Proteins, Amino acids, Enzymes and Botanicals supplements which had the highest share in Asia-Pacific in 2018.

Personalised Nutrition & Nutrigenomics

The sector is popular in APAC – according to Herbalife’s Asia-Pacific Balanced Nutrition Survey, a third of consumers are interested in personalised nutrition.

Nutrigenomics is when DNA and metabolism is tested to gain a full understanding of individual conditions. Ancestry testing services such as 23andMe are even offering nutrition analysis, and Nestlé has pilot-tested AI-supported DNA analysis in Japan.

Low Sugar

Countries including Thailand, the Philippines and Borneo have introduced some form of sugar tax, meaning brands and their suppliers have been striving to reformulate their products. Stevia remains a popular alternative, and earlier this year Coca-Cola launched its stevia version in several APAC markets.

Probiotics

The market was valued at USD 40.09 Billion in 2017, and it’s expected to generate revenue of around USD 65.87 Billion by the end of 2024.⁷

Non-dairy

In the past five years, non-dairy milk alternatives have grown by 61 percent, and the market is expected to reach more than USD 35 Billion by 2024.⁸

Detox Tourism

In Huahin, the Chiva – Som Health Resort offers ‘detox retreats’ from 5 to 7 nights. It includes eight daily fitness classes and a fully planned meal program, alongside private wellness consultations, lymphatic drainage massages and colonic hydrotherapy sessions.

For further insights, download our insight report, created in partnership with Reuter: Intelligence, here.

Sources
1. https://www.foodnavigator-asia.com/Article/2019/01/16/Health-experience-and-plastics-F-B-insights-from-Mintel-s-China-and-North-Asia-2019-consumer-trends
2. https://www.naturalproductsglobal.com/asia/five-growing-health-wellness-market-trends-asia/
3. https://www.scmp.com/lifestyle/health-wellness/article/2179811/six-global-food-and-wellness-trends-2019-marijuana-edibles
4. https://www.chinabusinessreview.com/tag/china-market-intelligence
5. https://www.nielsen.com/us/en/insights/news/2016/asia-tipping-the-scales-on-health-and-wellness.html
6. https://www.businesswire.com/news/home/20181121005383/en/Asia-Pacific-Nutritional-Supplement-Market-Forecast-2023-Expected
7. https://www.zionmarketresearch.com/report/probiotics-market
8. https://www.mintel.com/press-centre/food-and-drink/us-non-dairy-milk-sales-grow-61-over-the-last-five-years
Photo credit: Escape Haven

From sleep shows to sleep teams; betterness to in-home pilates – there’s never been a better time to get to grips with the wellness phenomenon. April Hutchinson looks at some of the trends affecting the UK traveller and beyond.

According to The Global Wellness Institute, the wellness economy has now surpassed the $4 trillion mark, and with figures of this magnitude, wellness should also be the mainstay of the travel and hospitality world.

For hotels, ensuring there is a switched-on, comprehensive approach to wellness – whether on-property or knowing places to connect guests to locally – will become even more important as travellers look to plug-in to wellness on-the-go.

Speaking at the recent ttgluxury Summit in London, research and insight agency Stylus took things one step further, speaking of the rise in “betterness”, whereby consumers seek to “self-sharpen and improve themselves”. Travel and hospitality companies that can play a part in helping clients along this journey of “exploration and self-development” will definitely be one step ahead.

But where do people turn to in order to find a wellness break to suit them? Balance Holidays is a new UK-based wellbeing brand that will present a heavily curated range of options, conscious that some wellness or spa companies list anything and everything on their sites, potentially heightening stress over what to choose in the first place.

Following the general trend for personalisation and on-demand services, the UK has recently seen the launch of My:Method, a company that seeks to match pilates and yoga classes to when the user wants them, whether that be at home or in the office, starting off with 150 instructors across London. It has already become an official partner of luxury lifestyle concierge company Quintessentially and its corporate clients include Farfetch, Estée Lauder Group and Burberry.

Introducing services such as these is becoming an ever-crucial part of the workplace too – whether it be for physical fitness or an understanding of employees’ mental wellbeing; Lisa Fitzell, the new managing director of one of the UK’s top luxury tour operators Elegant Resorts, brought yoga classes and mindfulness sessions for the team with her when she joined and employee engagement scores are already seeing the effects.

Brand expansion in the UK is also key, with companies such as Africology launching for the first time, conscious of the potential for spa and wellness products here; the South African brand opened a flagship shop in London’s Covent Garden in November. Meanwhile, Bamford, a British brand already loved by country gals and city slickers alike, launched a three-floor whitewashed space in Chelsea, with a sky-lit yoga studio, tea bar and of course treatment rooms.

But one of the most talked about elements of wellness is of course sleep, and this autumn, London saw another debut, a new show called Somnex, an exhibition utterly dedicated to helping visitors easier achieve this often-elusive state. The move comes at a time when the sleep-health industry is estimated to be worth £30 billion, and the Great British Bedtime Report has suggested that almost a third of us are still getting poor sleep most nights – usually due to stress and worry.

According to Somnex, the average Brit only gets six hours and nineteen minutes of shut-eye a night, so is it any wonder they look to their holidays to try and play catch-up? While it may not be a new trend, more hotels are certainly taking this on-board, by improving the quality of the sleep experience they try and present to frazzled, sleep-deprived guests.

“In hotels across the world, pillow menus, ambient lighting and herbal teas have long come as standard, but hotels have upped their game to offer exercise classes, in-room massages and even bespoke supper menus,” according to Bansri Shah, co-founder and organiser of Somnex.

Leading the way in its holistic approach to sleep is Six Senses, which has taken a top-to-toe look at helping guests nod-off easier. The Sleep with Six Senses experience includes Naturalmat mattresses (made in the UK) and dedicated sleep ambassadors to guide guests in achieving the very best night’s sleep.

For its sleep-seeking guests, Four Seasons Hotel Shanghai offers a 90-minute spa experience, with herbal steam, acupuncture and a hot bath of Tibetan roseroot bath salts; pillow menu of six, with lavender eye pillow and diffuser; and a magnesium-rich bedtime smoothie of Valrhona chocolate, banana and walnut.

And over at The Benjamin in New York, there is a 24-7 “sleep team”, who have all been trained by sleep consultant Rebecca Robbins on the fundamentals of sleep medicine and promotion of healthy sleep habits. The hotel’s sleepy package also includes on-demand meditation; eye masks, ear plugs, blackout curtains and a lullaby music library; in-room pampering and spa treatments; “bedtime bites”; “work-down” and wake-up calls; and even the Winks’ programme for younger guests.

Now where’s that cup of cocoa…

With longer annual holidays, higher disposable income and a keener sense of adventure, Australians are widely considered among the world’s most prolific travellers.

But a distinct cultural shift is changing the way Australians now explore the world – and luxury travel brands are responding to the new mindset.

“Small and intimate is in,” says Cathy Wagstaff, Editor-in-Chief of Signature Luxury Travel & Style, and of LATTE, the only luxury travel trade enewsletter in Australasia.

“Australians will always love Europe, especially Italy and France, but there is a trend towards smaller hotels, customised tours offering unique and immersive cultural experiences, and authentic regional cuisine in places like Japan, Iceland, the Galapagos Islands, Africa and Antarctica,” she adds.

Wagstaff points to tented camps, ‘bubble’ tents, exclusive wellness retreats and off-the-beaten-track wildlife safaris, especially those with a genuine focus on conservation.

“Australian luxury travellers want the best and will be loyal to luxury travel brands that deliver on service, product and experiences,” she adds. “Giving back to local communities wherever possible is also increasingly important.”

Michael Londregan, Managing Director of Virtuoso Asia Pacific, agrees.

“Small is big and exotic is really popular,” he says. “Australian travellers are looking for things in the middle of their wishlists like the Galapagos, Japan, Antarctica, Cuba and Mexico.”

“These are all places that have traditionally not sat at the top of people’s bucket lists, but that are really doing well this year,” he adds.

Londregan says there is also a backlash against mainstream travel offerings. “Now it’s all about bespoke,” he contends. “I want travel to be designed around me, according to my family’s brief. I don’t want to be offered a trip that’s near enough, but cheaper. The point isn’t the cost; it’s the perfection of the fit.”

The latest Virtuoso Luxe Report (Australia), which surveyed the opinions of leading luxury travel agencies and advisors in 82 locations across the country, predicts 2019 will be a year of ultra-personalised experiences for Australian luxury travellers.

“High-end brands are starting to understand that personalisation is the new luxury,” says Londregan. “For the industry to do this well, we need to understand broader societal changes and trends towards health and wellness, authenticity and true engagement. The human trends that are happening for high net-worth individuals are translating into the travel trends we are seeing today.”

While the average income of Australian luxury travellers is reported to be around $318,000 – and they spend approximately $13,000 per trip – value for money is still a key driving influencer.

“Everyone wants value, no matter how much money they have to spend,” says leading luxury travel authority and Joint Managing Director of The Goldman Group, Anthony Goldman.

“Luxury travel brands need to understand that even though a client will spend big on travel, if the experience doesn’t live up to the promise, you will not be able to attract that high-end traveller on an ongoing basis,” he says.

“Another point to note is that luxury means different things to different people, and contrary to what most people think, luxury travel is no longer the reserve of the very wealthy.”

Goldman says luxury travel is changing, and it is no longer about being over the top. “The luxe travellers of today are seeking more personal and stripped-back special experiences, with superior service and recognition remaining mandatory,” he says.

“Australian luxury travellers are adventurous, travelling with family and travelling more often, and want to experience local culture over white tablecloths and chandeliers.”

The booming luxury cruising industry is also seeing a shift in trends. Senior Vice President and Managing Director Asia Pacific at Norwegian Cruise Line Holdings, Steve Odell, says Australian luxury cruise clients are increasingly looking for a one-of-a-kind, fully inclusive experience akin to travelling on a private yacht.

“Simply translated, this means a personalised style of travel,” he says. “Regent Seven Seas Cruises is the only luxury cruise line to offer free unlimited shore excursions in every port. This is matched by exemplary service, all-suite accommodations with private verandahs and an array of inclusive dining choices on every ship in the fleet.”

Odell says key trends for luxury cruising in 2019 include bespoke guided tours that immerse guests in the local culture of the region being visited.

“We are also seeing a surge in bookings for destinations such as Japan, French Polynesia, the Baltic and Alaska,” he says. “Smaller ships mean smaller boutique ports of call, away from the crowds.”

Meet the travel agents representing these discerning Australian travellers at ILTM Asia Pacific in Singapore, 27 – 30 May 2019.

Asia Pacific is home to the highest number of super rich people in the world.

With China leading the way and noticeable gains in India and Hong Kong, the region has outranked North America for the past few years. Over 784 billionaires alone now reside in Asia Pacific, it’s no wonder the region’s affluent are a group no luxury brand can afford to ignore. But it’s not all about fancy foreign cars and marble swimming pools, the Asia Pacific millionaire is a discerning traveller, and here’s how you can attract them.

1. Invest in the Guest

Invest in the entire guest experience ecosystem…starting with the guest. Millennial and Generation X luxury travellers are digital natives and always connected. Their favourite devices, apps and services influence them every day and affect how they value brands, products and services.

Success comes from tracking how emerging technology trends influences traveller behaviour.

2. Engage with Social Media

Turn luxury travellers into fans. In the same way that traditional marketing has been replaced with content marketing, social media is best used when it is not selling but connecting. Engage travellers with insights and tips as well as by being helpful with your knowledge.

Success comes from connecting with travellers, not selling to them.

3. Leverage Automation

Devices like Google Home and Amazon Echo are flooding households worldwide. It’s no surprise therefore that the luxury traveller will soon expect these automation systems in their hotel room. Automation in geolocation, room service, and transport systems to improve the traveller experience are key.

Success comes from making logistics and service delivery easier.

4. Do Not Sell Deals

It is extremely difficult to beat deals on the internet these days, and will be even tougher in the future. Attitudes have moved from starting from the basis of price to treating price as the cost of falling in love with an experience. This is where your platforms and promotional messaging should focus.

Success comes from focusing on personalised services and experiences.

5. Be Responsive and Reachable

In a global world, the traditional 9 to 5 has become obsolete. Remember, alternatives are only a click away. Ensure that you are extremely responsive through voice, email, and social media at all times of the day. Advice needs to be immediate, transactions need to be seamless, and services need to be 24/7.

Success comes from being a 24/7/365 business.

6. Curate Unique Experiences and Access

We’ve all seen the experiential, transformational and now wellbeing travel trends. By now, we know luxury travel is about experiences and how they impact the person. So how can you take this further? The more you can give travellers access to special events or people, the more differentiated you are.

Success comes from offering exclusivity.

Exhibitors can meet the luxury travel advisors and designers representing these travellers face to face at ILTM Asia Pacific in Singapore, 27 – 30 May 2019.

For more information on engaging the new generation of Asia Pacific luxury traveller, download our free report: Luxury Travel, But Not As We Know It.

As anybody who’s anybody will tell you, South Korea is the coolest place on Earth.

Its tech savvy and youthful super rich are being targeted by a growing number of luxury car makers and fashion brands, and its eccentric and addictive new youth culture is confirming what we suspected all along; South Korea is the world’s next big luxury hub. Which is why we’ve been so dismayed to learn about the closures of some major South Korean travel agencies in recent months.

So what’s happening?

“Many businesses in Korea are experiencing a tragic period,” says Blair Hong, CEO of T-Percent. “A few major companies have closed recently, which has been a real shock to the industry.” Ask Korean buyers and the finger always seems to point to online travel agencies (OTAs), like the ever-popular Agoda, as the greatest opponent for traditional travel agents: “We have seen an exponential increase over the past five years on OTA usage by the Korean traveller,” states Michael Ahn, Managing Director at Tailored Travel. “In addition, the travel research / planning / booking experience has become much more transparent and simpler due to the rise of travel start-ups that make it unnecessary for travellers to take the time to go through a traditional travel agent.”

Stuck in a vicious circle

The knock-on effect of this drop in demand is evident in the lack of R&D investment into the travel agency model. As Blair explains, “the biggest problem for travel agencies in Korea is that they’re cutting their profit for price competitiveness, so the chances for investing are really low.” It’s a vicious cycle. The resulting low profits mean low wages for employees and few chances for business ventures.

On top of this, as Es Shin, General Manager at Oui Tours, points out “most of the agencies closing recently are those specialising in honeymoons.” This is actually a reflection of the changing Korean demographic. As Es continues, “honeymoon couples were 300,000 some ten years ago in Korea but now they are under 230,000, according to statistics.”

But with change comes new opportunity

This comes at a time when the birth rate is also decreasing just as the nation has become an official “aged society,” which is defined by the United Nations as a society where those aged 65 or over exceed 14% of the total population. Not all is lost, however, “an increasing elderly generation means that the upper market is getting bigger too,” reassures Es.

There is, however, a general lack of awareness of agency affiliates in the country. In Korea, there are only “two members of Traveller Made and one member of Virtuoso (and that’s only been the case for the past two years).” As Blair highlights, there needs to be more consideration by the wider industry networks and alliances to open up membership to Korean agents, giving greater awareness to the region’s travel agent model.

With the traditional model under threat, most agents are now leaning towards new terminology – advisors, consultants, and even designers – and new ways of working. “We desperately need more attractive rates than the OTAs to be able to survive. This coupled with unique experiences and exclusive access can possibly be an avenue to attract more luxury Korean travellers by offering something that cannot be found on an OTA,” explains Michael.

Although the OTA phenomenon is indeed a threat, it is also very much an opportunity for agencies in Korea now, confirms Es. Regardless of the challenges in price competitiveness, investment and population, “the Korean high-end market is getting bigger and wider.” Travel designers “armoured with know-how and experience will be chosen” to handle the demands of the Korean luxury traveller.

Our Portfolio Director, Alison Gilmore, concludes, “This is a perfect opportunity and time for new Travel Designers to think of how they can add value through knowledge and the all-important personal touch. As we all know, nothing beats face to face. We are committed to doing everything we can to support the industry’s growth.”

Exhibitors can meet Blair, Es and Michael face to face at ILTM Asia Pacific in Singapore, 27 – 30 May 2019.