It’s undeniable that the current world we live in continues to intertwine and heighten its use of technology in our daily lives. Whether it’s contactless check-in, virtual reality shopping experiences or increased use of tech to cater to work from home standards – there is simply no escaping our digital world.
Now with border restrictions lifting even further, people around the world are itching to travel freely again. Today, planning a trip can be as easy as booking an entire pre-determined itinerary with a touch of a finger. It’s easy to think that all travelers have adopted this high-tech mindset, but the market statistics are telling a different story.
Despite the high-tech lifestyles we live day-to-day, now more than ever travelers are looking for that extra high-touch component. A cocktail made with only ingredients farmed locally, a dish passed down through generations in the region, a private home with a beautifully storied past – all of these distinctly person-to-person experiences are setting luxury travel apart from solely convenience and speed.
What we anticipate as the world returns to exploring once again is that human connections will remain a valued and irreplaceable commodity. The path forward for the travel industry will be to up their standards once again for what authenticity to their brand, their destinations, and their travelers really means. How do we enmesh the high-tech and high touch approaches to create a new era of seamless travel? Start by embracing one-on-one service again.
The Rise in Popularity of Private Travel Experiences
Over the course of the pandemic, private travel experiences have taken a sharp turn up in popularity, partially for the reassurances of limited travelers, but also for the assurances that only person-to-person service can provide.
Take for example private air travel. In October of 2021 the private air industry reached an all-time high in flights in the US. Even with first-class and top-of-the-line airline options resuming, many are still opting for the flexibility of private air travel. Now compare the consumer experience – with private air travel, even those organizations with offer flight sharing, travelers get to request and dictate their flight schedule and destinations. An agent or app is readily available with a fraction of the waiting time. Passengers are often able to bypass the busiest airports with private boarding and skip the line (so to speak) when making flight changes with immediate customer service with a live booking agent. These types of services used to be a luxury of larger airlines as well, but with the current travel and hiring market, rebuilding availability and customer service is bound to have a bit of a lag while these companies grow once again. Luxury clientele are opting for the convenience, guarantees and special treatment of private air travel because tech is matched with high-touch service at every opportunity.
We anticipate that travel agents and travel insurance brands will also see a steady increase in business in the immediate future. Travelers have a lot of questions and want to ensure that their concerns can be addressed at a moment’s notice, regarding their health, reservations or even how to get their newly digital travel documents in the right place at the right time. Both of these services have been less popular with younger demographics up until now, but with so many questions, we expect all travelers will be turning to the companies that provide up-to-the-minute answers.
Private vacation rentals are poised for even more growth and expansion in the coming years. With companies like Edge Retreats cornering the ultra-luxury market with full private islands, villas, chateaus and more, the private home method of travel is getting a decidedly luxurious upgrade. Private rental companies are and should be looking to combine their online and app-based booking with live agents ready to help customize every trip with the ultimate conveniences (private chefs, security teams, etc.) which strengthen their offering even compared to hospitality giants.
Over the past decade or so, hotels have been moving towards adopting hyper-local experiences – some even establishing entire brands based on this principle. From local artists and interior designers creating destination-centric surroundings, regional cuisine offered on-site, or bookable excursions which focus more on community than commercial tourist attractions, every top hospitality portfolio has in some way embraced regional appeal. This is a very different world than the mid-century, when having a culturally-familiar experience while staying in an American or British hotel brand would offer an appealing level of comfort and convenience. Now, brand savviness is in part measured by a hotel’s ability to cleverly adapt local customs and culture while bringing something new to the table for travelers everywhere. We anticipate respectful and creative ways of championing locality will be a multi-decade trend for hospitality, which means nuances in setting and service are more important than ever.
Overall, high-touch travel can be predicted to continuously rise despite the ongoing increase of digital experiences for consumers the world over. What travel companies need to remember now and in the future is that luxury means more than money – it means providing the kind of value that high net worth clientele appreciate, and that will always mean, at least in part, the human connection as a fundamental aspect of luxury travel services.
