Have you ever observed, with some measure of disdain, a group of people with their phones, cameras, lights and tripods tripping all over themselves at a tourist site, restaurant, museum, or luxury destination?
I know you have. I have.
Perhaps in your mind, you are wondering, does everyone have to act like they are Nicki Sunderland (@nicolemsunderland)? Do you need to tell me what your ultimate bucket list is, or how undiscovered this restaurant is, until your video blows the secret to the entire world? Can you put down that phone and enjoy the view?
You may not love influencers travelling the world and sharing their adventures; however, you cannot ignore their impact. Influencers are among the biggest drivers of the fascinating trend of #luxurytravel. A trend that is being driven not only by High Net Worth and Very high Net Worth individuals, but also the Aspiring individuals, those with $ 100k to $ 1MM in assets, according to McKinsey, who live in a world where homeownership seems out of reach and upscaling experiences may be seen as a sound alternative.
Luxury travel is everything from splurging on a Virgin Atlantic high-end “Retreat Suites”, complete with privacy doors, lie-flat beds, 17.3-inch entertainment screens, and in-seat minibars, to joining Iron Lady Golf on a golf trip to Valderrama in Spain or enjoying cozy, high-end gear setups after a day of hiking in the Rockies as inspired by the @wilderness_addict (Caroline Foster). For those who can afford it, Air France has created La Premiere cabin, recently launched onboard, but costs US$11,000 (£8,288.87) to travel between Paris & New York.
Influencers, according to tourism marketing executives, are a necessary evil for the industry, reports Ben Schlappig (https://onemileatatime.com/insights/travel-influencers/). However, they are not the only reason for this push to the front of the plane or getting one at the Four Seasons Explorer private yacht through the Maldives or an Airbnb Luxe at a Scottish Castle accessible by the Belmond Royal Scotland and replete with clay pigeon shooting and falconry.
According to the World Tourism Barometer, travel has surpassed its pre-pandemic levels, with a strong forecasted growth of 5%. However, recent issues with tourism to the USA may alter this forecast. According to Grand View Research, luxury travel is growing at a rate of 8-9%. Given that they spend on average $2,300 per trip, versus an economy traveller at $1,000 per trip, it is clear where tourism boards, travel companies, and others focus their emphasis. This is good news for the economy – https://www.barrons.com/articles/luxury-travel-economy-booking-outlook-fe2dafc9 as tourism is a larger employer in many categories than auto or resources, and will be much harder to be displaced by AI.
So don’t criticize those influencers too much!
For those seeking a more balanced and genuine travel influencer, consider Adam Boro (@AdamBoro), an aerospace engineer-turned-travel filmmaker, whom I was fortunate enough to meet in France recently. Adam appeals to me because he is a person who lives life to the fullest. His content isn’t meant to create FOMO; instead, it inspires, educates, entertains, and warms the heart. It’s about positivity.
The confluence of inputs driving luxury travel applies to all experiences. The Amadeus Traveller Tribes (https://amadeus.com/documents/en/traveler-tribes/reports/tribes-report-final-en.pdf) will leave you convinced that this is not a fad or a trend. With developments in data and technology influencing personalization in travel, mixed with political tensions and eco-anxiety, will drive the industry to service what is called Pioneering Pathfinders.
The direction of travel will impact how we live, learn, work, and entertain at home. Luxury travel is becoming the expectation of many and will continue to evolve. At the same time, utilitarian travel will also benefit, as those seeking value, timeliness, and simplicity will also surge in direct contrast. As in many categories, the offerings in the middle will lose out. Boom!