Luxury is no longer just about flaunting wealth, but instead emphasising understated sophistication, simplicity and quality over quantity. This applies not only to physical products but also to high-end experiences, such as exclusive travel packages, private events and bespoke services.
Consumers are increasingly seeking products and services that are well-crafted, durable and made with sustainable materials and in response, many luxury brands are shifting their focus towards creating timeless products and unforgettable experiences.
Luxury travel is all about exploring the world in a way that is more meaningful and fulfilling by seeking out these unique and authentic experiences. This often involves avoiding the obvious tourist traps and go-to places and opting for unconventional accommodation choices, off-the-beaten-path destinations and full cultural immersion.
It’s about connecting with locals, discovering hidden gems, and stepping outside of your comfort zone. Whether staying in a treehouse in the jungle, taking a wellness retreat in Thailand, hiking to a remote village in the mountains, or joining a literary festival in Marrakech, it should be a truly unforgettable experience.
Authenticity, sustainability and being mindful of one’s impact on the environment and local community are all important aspects.
Consumers are increasingly being drawn to brands with a clear purpose and value that align with their own. This has led to the rise of niche brands that cater to specific interests and lifestyles. As the world becomes more conscious of the impact of commerce on society and the environment, more and more businesses are incorporating a much-needed purpose-driven approach into their operations.
Luxury brands are increasingly committed to making a positive impact on the world by promoting responsible tourism practices, supporting local communities and minimising waste.
Through partnerships with charitable organisations, hotels are supporting initiatives that promote education, healthcare and poverty alleviation. For example, the Bill Bensley designed Shinta Mani Angkor in Cambodia donates a portion of every stay to the Shinta Mani Foundation, which seeks to be a leader in responsible tourism and enhance the lives of the locals by increasing their human capital and providing them with tools to overcome poverty.
It’s something Bensley is incredibly passionate about. “In Siem Reap we have been working with the communities for 20 years and have done a world of good.”
Meanwhile in Mexico, Rosewood’s Riviera Maya resort Maya Koba utilises the artisan skills of the local craftspeople to commission the making of the local Alebrijes sculptures – the brightly coloured Mexican folk art pieces that depict fantastical creatures. These are given to their guests as keepsakes and are just one of the ways they support the local economy.
In northern Thailand The Bush Camp Co. are supporting mahouts and their families to look after Elephants in safe conditions where they are able to roam free and be cared for. Opened in 2022 in Chiang Mai the luxury African Safari style camp, with deluxe tailor made glamping tents, offers up a unique but unobtrusive and remote experience to understand more about the complexities of looking after the majestic animals through a range of compassionate activities. The money from visitor’s all-inclusive stays goes towards the continued upkeep of the elephants and supporting the camp team to continue this worthwhile work.
By merging profit and purpose, luxury companies can set an example for other businesses to follow and show that commerce can be a force for good. As more consumers seek out purpose-driven brands, businesses need to be well-positioned to drive change, inspire others and make a positive impact on the world.
