It’s an interesting moment in time in the world of luxury travel, where its very definition is changing and agents need to adapt to meet – and exceed – their clients’ needs.
This week, I attended an event run by 360 Private Travel, which has just opened its ninth international office in Australia, and is now on the lookout for high-performing luxury advisors to join its business.
During the event, travel leaders shared their thoughts on the meaning of luxury and what the new generation of luxury travellers need from agents.
For Hong Kong-based Joanna White, partner at 360 Private Travel, escaping the crowds is the definition of luxury.
“I’m surrounded by people every day. For me, luxury is going somewhere where there’s no one else, and I’m not bumping into 18,000 other American or British tourists,” she said. “It’s getting away and having a private villa that, for me, is absolutely luxury.”
White also discussed the increase of clients wanting to escape the masses – or even find the next emerging destination to one-up their friends and family.
“It’s thinking about summer differently,” she said of the role of being a luxury agent. “It’s saying, ‘Let’s send you to Sweden and rural Finland in summer, and let’s send you to the west coast of France’.”
For luxury clientele, it is also imperative that agents think of themselves more as curators of experiences – a role that White takes seriously.
“I do a lot of personal travel to actually see private villas and to meet with hoteliers and to go to little parts of town, understand the mama and papa I want to go to for amazing hazelnut chocolate in Piedmont,” she explained.
“So when a client’s going somewhere, you can give them a personal recommendation, like the fabulous [tour guide] who drives you around like a maniac in Rome in his little Fiat at 100 miles an hour. That experience is not something you find on Klook or Groupon.”
The trillion-dollar luxury travel market is set to boom in 2026 and globally, the luxury travel sector is projected to grow to US$2.2 trillion by 2030. I’ll be interested to see how the sector evolves and how the industry adapts in the future.
In other news this week, Crescent Seas is no longer chartering its two outgoing NCLH ships, Seven Seas Navigator and Oceania Insignia, instead focusing on its newbuild, which has “far exceeded expectations” for its residential concept.
Also news from the seas is Princess’ Discovery, which has just completed a five-day Malaysian getaway and is now en route to Australia, where she will homeport from 06 December, marking 50 years since the original Love Boat arrived on our shores.
Adam was in Hong Kong for the Luxury Travel Collection (LTC) Global Business Owners Harbour Soiree this week, where he chatted with Scenic GM Sales and Marketing Anthony Laver about the buzz generated from Scenic Ikon, leading to “a halo effect” for the line’s offerings across the board.
Laver also chatted with Adam about the benefits of Scenic’s all-inclusive model, which the line “lives and breathes”.
When Scenic Group’s partners are comfortable with explaining the luxury features of Scenic and Emerald and the meaning of truly all-inclusive, “there’s a very high up-sell and conversion ratio [as a result]”, Laver said.
“In cruising, it is up to the consultants – we have got very intelligent, very smart, savvy consultants selling Scenic – they are the ones who translate the value for their client.”
Over in the world of aviation, Qantas has unveiled its new economy plus cabin, which will be available from Feb next year on select aircraft, offering 40% more legroom, priority boarding and priority access to overhead baggage space.
The airline has also released images of its first Project Sunrise aircraft, which is currently in the Airbus manufacturing facility in Toulouse.
The plane is set to operate the world’s longest commercial flight, connecting Australia’s east coast non-stop to London and New York for the first time across a 22-hour journey.
And lastly, the industry is mourning the loss of friend and colleague Lyn Keep from the Travel Beyond Group, who was known for her devotion to the travel sector and her “remarkable ability to light up a room with her honesty and zest for life”, according to CEO Tim Lane.
“We will miss you, darls,” said Lane. “You always told us the angels were watching over you – well, now they will look after you. Everyone, enjoy a Tim Tam today.”
What a splendid idea. Hug your loved ones and have some chocolate this weekend.
Jo.
