From ‘Group Therapy’ to ‘Frontier Tourism’, Black Tomato has identified seven trends defining the future of luxury travel. Jenny Southan reports

In 2024, luxury adventure travel company Black Tomato predicts that “journeying with a sense of purpose” will be the over-arching motivation for wealthy clients in the year ahead.

“With ever increasing demands on our time, and feeling a responsibility to make our travels truly count, more than ever travellers want to create positive and lasting change, in both destinations visited and in their own lives – with rich experiences, to reflect and draw on months and years later,” the company said in a statement.

“What we’ve uncovered from our team’s extensive research out in the world and from listening to and analysing what inspires our clients’ desires for future travels, is that the feeling a trip ultimately evokes, greatly informs the destination booked.

“For groups of family and friends craving togetherness, joyful journeys which strengthen bonds and connection are prioritised. For others, honing in on passion points, which are singular and specific, is a powerful motivator. 2024’s trends are unified by our firm belief that travel has the power to change us, and others, for the better.”

Generation Passion

Families are increasingly seeking shared activities such as crafting or playing sports to bring them closer together. Black Tomato says: “What starts as a passion point, evolves into something the whole family can commit to experiencing together in their travels, bonding them in a meaningful way. We’ve received feedback from clients that exploring a shared passion between generations can even alleviate some of the angst oft associated with the teenage years.

One of the company’s “See you in the Moment” trips takes families to Japan, where they can master the art of the ninja by taking part in real-life training held in the hallowed halls of Asakuso Dojo. Other popular Black Tomato “Field Trips” provide the opportunity to learn how to sculpt limestone alongside a renowned craftsman in Puglia or study sustainable food practices with a pioneering farmer in Copenhagen.

Group Therapy

Black Tomato reports that private group bookings continue to be a dominant trend. Between 2019 and 2022, reservations for eight or more people have increased 35 per cent, meaning groups now account for 30 per cent of Black Tomato bookings.

This burgeoning trend spurred the company to launch (in October 2023) “See You in the Moment”, Black Tomato’s take on friction-free bespoke group travel, with over 35 rare and remarkable travel experiences aimed at inspiring groups of loved ones to come together for a seminal shared moment.

An evolution of Black Tomato’s pioneering and transformational travel services like “Get Lost” and “Bring it Back”, its new “See You in the Moment” concept taps into the psychology of travel, and is designed to deliver lasting impact. In an increasingly disconnected world, bonding over unforgettable shared experiences fosters a profound sense of belonging and togetherness, and delivers a lasting connection, as these “moments” become part of a group’s shared narrative.

Memory Lanes

In 2024 and beyond, a rising number of travellers are turning to Black Tomato for help planning trips based on nostalgic journeys their family members or close friends have taken in the past. The company says: “This is less to do with tracking one’s ancestral heritage; instead, it stems from a longing to retrace a loved one’s steps through a new lens.”

Recently, a client took inspiration from a photograph of their grandparents holidaying in Lake Como, and then asked Black Tomato to create a trip with their partner, which would allow them to map out their own course inspired by the grandparents’ documented travels.

The company says: “We designed an itinerary with ample time for reflective ‘deep breath’ moments, and ultimately the feedback from this client was that by recreating the trip, they felt they were more present, engaged and excited about the places they visited given the personal connection. Ultimately, in coming across many lanes of memories, they’d forged a deeper connection to their family history, each other and the destination.”

Reductionism

When it comes to wellness, Black Tomato says people are realising they need to “do less to be more”. It has called this shift “reductionism”, and says that specificity is key.

“Rather than embarking on a dramatic overhaul that’s challenging to uphold, we believe that lasting transformation begins with addressing one key pillar of wellness, which is manageable to maintain,” says the company. “Taking a ‘less is more’ approach makes goals targeted and accessible, and once the building blocks are ingrained into daily life, this sets the foundation for addressing other areas for improved wellbeing.”

Black Tomato reports a surge in tailored travel experiences, from breath workshops, and mind-expanding psilocybin retreats, to sleep clinics and mediation masterclasses. Brands such as Six Senses and Joali Being are leaders in the more micro, personalised wellness space.

Silence

Wealthy clients are increasingly seeking silence to “soothe their soul”, says Black Tomato. In a world increasingly polluted by noise and bustle, it’s a rare luxury to find absolute peace, and while remote travel builds on a trend the company identified several years back, there’s been an evolution, in pursuit of finding genuine solitude.

National parks, where the only audible sounds are the stirrings of nature, are particularly popular locations for silence seekers. In fact, there is even an organisation called Quite Parks International, which has built a movement to preserve the silence of the national park systems. Namibia’s Skeleton Coast is another special place for solace.

Bookings for Black Tomato’s temporary “Blink” camps, set up in some of the world’s most remote locations, have grown by more than 40 per cent since 2021, and the company also says its “Get Lost” service (where clients are sent to mystery destinations) has seen an uptick in popularity in recent months.

Modern Day Pilgrimages

For worldly gourmands, food has become deified, and coveted dishes such as a particular type of ceviche served at a remote family-run restaurant in Peru, or a certain honey that has been lauded for years in Sicily, are driving people to travel to the places they’re able to eat them.

Black Tomato can organise for clients to travel to the wine region of Pueblo Eden, dubbed the “Tuscany of Uruguay” by chef Francis Mallman. For those with a passion for mixology, the company also sells the James Bond-inspired “Assignment: Europe”, which includes an exclusive vintage martini masterclass using ultra-rare spirits to recreate the truest expression of a Vesper martini.

Frontier Tourism

Stemming from a renewed ambition to chart new courses and paths, “Frontier Travel” sees clients discovering somewhere new, and confronting their own perceived limits. Trips could range from camping under the stars somewhere undiscovered, or hiking an ancient trail. This isn’t about making history by marking a world-first, but rather embracing individual challenges, both mental and physical.

Black Tomato highlights Peru, where clients can navigate the otherwise inaccessible Ancient Valley of the Incas by raft, aided by extraordinary campsites set up along the way (part of the “See You in the Moment” offering under “The Challenge” category).

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Searches for stays in Scottish castles have risen sharply on Airbnb since the debut of the second season of BBC murder mystery game show The Traitors. Jenny Southan reports

With season two of The Traitors now airing across the UK, viewers are lusting after the show’s setting – Ardross Castle, a beautiful 19th-century castle in the Scottish Highlands. (You can’t rent this one on Airbnb but you can hire it for weddings.)

Subscribers to Globetrender’s VOLT newsletter will know we coined the term “Limelight Locations” to describe the way TV shows and movies are inspiring travel to the places that feature within them.

There are many examples but Airbnb is the latest company to observe this behaviour in action, as searches for stays in the platform’s Castles Category have recently spiked in tandem with the screening of murder mystery reality show The Traitors.

To help fans turn fantasy into reality, Airbnb has revealed the most wishlisted Scottish castles for a Traitors-inspired break. According to the BBC, by February 2023, season one of The Traitors had been viewed over 34 million times on BBC iPlayer.

Airbnb’s most wishlisted Scottish castles:

Kilbryde Castle, Stirling

Scone Palace, Perth and Kinross

The Mansion House, Clackmannanshire

Cats Castle, Argyll and Bute

Cambo, Fife

St. Benedict’s Abbey, Highlands

Thornton Castle, Aberdeenshire

The “Limelight Locations” trend is backed up by research commissioned by Airbnb, which reveals that two in five (40 per cent) Brits say British TV shows have encouraged them to visit more of the UK than they had previously.

Amanda Cupples, general manager for the UK and Northern Europe at Airbnb, says: “Airbnb Hosts open up their doors to some of the most incredible spaces in the UK, including breathtaking settings – such as our most wishlisted Scottish castle stays.

“With The Traitors the TV show on everybody’s lips, our range of stunning castle stays can transport guests to their very own Traitors-esque sanctum. Bring your wildest imaginations to life, with a screen-worthy castle get-away – suitable for both traitors and faithfuls.”

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Japan, Taiwan and Albania are the three most popular emerging Airbnb destinations among travellers looking to stay in the homes of locals. Jenny Southan reports

Looking at search and booking data on Airbnb is a great way of seeing where people are planning to travel in the year ahead, and what kinds of travel experiences they want.

In 2024, Airbnb booking data shows that “amazing pools”, “national parks”, “amazing views”, “beach” and “iconic cities” categories are the most popular for home rentals.

In terms of countries with the highest increase in searches, Japan (specifically Tokyo, Osaka and Kyoto) has topped the the list, with searches tripling compared to 2023 data.

As Paris prepares to host the 2024 Olympic Games, the French capital is more attractive than ever, with searches for July 26 to August 11, 2024 ,increasing by over seven times compared to 2023.

Ten countries rising in popularity on Airbnb

1. Japan
2. Taiwan
3. Albania
4. Singapore
5. Finland
6. United Arab Emirates
7. Curaçao
8. Aruba
9. Thailand
10. Guatemala

24 trending destinations for 2024

1. Indianapolis, Indiana
2. Warsaw, Poland
3. Osaka, Japan
4. Kyoto, Japan
5. Buenos Aires, Argentina
6. Marrakesh, Morocco
7. Salvador, Brazil
8. Paris, France
9. Düsseldorf, Germany
10. Puerto del Carmen, Canary Islands, Spain
11. Melbourne, Australia
12. Philadelphia, Pennsylvania
13. Lille, France
14. Stockholm, Sweden
15. Tokyo, Japan
16. Rio de Janeiro, Brazil
17. Cortina d’Ampezzo, Italy
18. Milan, Italy
19. Rome, Italy
20. Maceió, Brazil
21. Dallas, Texas
22. Mexico City, Mexico
23. Colorado Springs, US
24. Nassau, the Bahamas

For UK travellers planning staycations in 2024, beach towns such as  Brighton and historic cities such as Bath are top of mind. 2024 is also set to be a big year for live music, so it’s no surprise that Wembley and Stretford are climbing up this year’s list. (Wembley is welcoming Taylor Swift for an eight-night stint at the stadium across June and August, while Stretford’s Old Trafford will see Green Day and Foo Fighters take the stage in 2024.)

For Brits travelling abroad, sunny summer destinations such as Majorca and southern France top the travel list for 2024. While more eastern destinations like Thailand and Hong Kong also show increased popularity among British travellers, as they look further afield for warmer climates.

For guests who need help finding the best places to stay, Airbnb has launched Guest Favourites, a collection of the 2 million most-loved homes on Airbnb based on ratings, reviews, and reliability.

Guest Favourites have “excellent” reviews and are rated above 4.9 stars on average. These homes also receive high marks for ease of check-in, cleanliness, listing accuracy, host communication, location and value.

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Passports are ‘a vessel of potential – a gateway to a life well lived’, says Global Citizen Solutions, as it reveals it best country ranking. Jenny Southan reports

If you have a passport for Finland, Sweden, Denmark, the United Kingdom or Germany then you’re winning, according to a new global passport ranking that assesses quality of life.

In a world where borders are no longer barriers but gateways to new possibilities, Global Citizen Solutions, a data-driven immigration advisor has unveiled the Quality of Life Index 2024, a tool guiding those seeking not just a change of scenery, but an elevation in the quality of their lives.

In a “groundbreaking” methodology that transcends traditional passport indexes, The Quality of Life Index assesses the overall quality of life in a country, focusing on aspects that enhance the attractiveness of a country such as social wellbeing and sustainability.

There were six main weights of indicators that formed the basis of the ranking: Sustainable Development Goals (30 per cent); Cost of Living (20 per cent); Level of Freedom (20 per cent); Happiness (10 per cent); Environmental Performance (10 per cent); and Migrant Acceptance (10 per cent).

“We believe that a passport is not merely a document; it is a vessel of potential, a gateway to a life well lived,” says Patricia Casaburi, managing director for Global Citizen Solutions.

“Our methodology considers factors beyond visa-free travel, taking into account healthcare, safety, education, and overall well-being to provide a holistic view of the opportunities each passport opens up for its holder.

“The Quality of Life index is our free tool that encourages users to explore the boundless possibilities that a passport can offer if you are looking to relocate, but it is also a fantastic tool if you just want to plan your next travel destination focused on well-being, sustainability and social engagement,” says Patricia Casaburi.

Global Citizen Solutions’ strategy director, Manuel Garrido, adds: “Learning about the cost of living is essential to understand how much you will need to budget for your holiday. It’s also important to be aware of the level of freedom in the country you are heading to.”

Top 15 ‘life enhancing’ passports in 2024

1. Finland
2. Sweden
3. Denmark
4. United Kingdom
5. Germany
6. Netherlands
7. Ireland
8. Austria
9. Spain
10. New Zealand
11. Norway
12. Luxembourg
13. Portugal
14. Iceland
15. Canada

As you can see, the three top-ranking countries in the Quality of Living Index are all Scandinavian countries with Norway also in 11th place. Aside from a high cost of living, Finland performs well in all other areas, particularly in Sustainable Development, Environmental Performance, Happiness, and Level of Freedom.

The country typically performs very well in quality of living rankings given its low-income inequality, excellent social support and infrastructure, freedom to make decisions, and low levels of corruption.

Similarly, Sweden and Denmark perform well across the board and, like Finland, are highly progressive societies that invest heavily in social wellbeing. Sweden boasts a strong economy, world-class education, and accessible healthcare, while Denmark is often credited as excelling in embracing a good work-life balance and family time.

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There has been a surge of enthusiasm among Chinese and Japanese travellers to explore European destinations but the weather is a key factor in decision making. Gemma Harris reports

According to the latest Long-Haul Travel Barometer published by the European Travel Commission (ETC) and Eurail BV, which tracks the travel intentions of people from from Australia, Brazil, Canada, China, Japan and the US, there has been a renewed interest in European travel – particularly from Asian travellers.

Notably, the most significant surge in travel interest comes from Chinese travellers, with 74 per cent expressing their intention to visit Europe between September and the end of the year, representing a 10 per cent increase compared to the same period last year and an even more significant leap compared to the autumn of 2019.

This travel eagerness is being led by those between 34 and 49 years old (83 per cent) and those 50 years and above (70 per cent).

Similarly, Japanese travellers are also making their mark on this trend with a 10 per cent surge in their intent to travel to Europe compared to the same period of 2022.

Following the publication of the report, Miguel Sanz, the ETC’s president, says: “After a long period of disruption due to the Covid pandemic, Europe is reestablishing its connection with Asian tourists.”

While these Asian markets stand out in this enthusiasm to explore Europe, the US and Canada have also witnessed a slight uptick in enthusiasm for European travel.

However, the same is not reflected for Australians and Brazilians, with both countries recording a 3 per cent decrease compared to the previous year. This decline is attributed to increased interest in exploring other destinations and the allure of the Southern Hemisphere’s summer, which has led to a boost in domestic travel.

High prices associated with travel have also been identified as a deterrent in these markets. Across all markets, 23 per cent of respondents say they will not compromise on in-destination experiences despite rising travel costs.

To adapt to rising prices, tourists are embracing new strategies to maximise experiences while minimising costs, and it has been increasingly popular to take advantage of low-cost flights and rail passes for convenient inter-European travel.

In terms of the attraction to Europe, the report highlights that culture and history remain the biggest draws for tourists in five out of the six markets, with the exception being China, where there is a strong interest in gastronomic and urban experiences.

“Our appeal remains strong to long-haul travellers worldwide, with Europe’s timeless culture and history as the biggest draw. It’s particularly encouraging to see the growing popularity of rail and increased interest in slow travel among tourists. Now more than ever, it’s important that we pay special attention to the responsible development of the tourism industry,” adds Sanz.

There has been a 7 per cent increase in “slow travel”, while iconic landmarks and world-renowned sites remain popular draws for travellers. Additionally, climate considerations are important for Chinese (39 per cent) and Australians and Brazilians (34 per cent).

Transportation preferences among long-haul travellers are also evolving. Australian travellers are shifting toward train travel, with an 8 per cent increase in the purchase of train passes. For Canadian tourists, rail travel remains top, with 34 per cent inclined to purchase a rail pass. US travellers are also drawn to rail transport due to its affordability and efficient travel times.

However, low-cost flights are the most popular choice overall. Even in markets where rail travel was traditionally preferred, such as Brazil, air travel is gaining popularity, with a 13 per cent increase in interest in low-cost flights. A similar trend is observed in the Canadian market, where the popularity of cheap flights rose by 9 per cent.

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From Co-working Communities to Experiential Retail, independent hotels are continuing to redefine hospitality with experimental concepts that may soon enter the mainstream.

Unveiled at the recent Independent Hotel Show in London, Globetrender’s new Independent Hotel Trends 2024-2026 forecast identifies ten key trends shaping the future of hospitality.

Presented at the event by Globetrender editor, founder and CEO Jenny Southan, she said: “These trends are valuable because they present revenue-generating opportunities for independent hotels entering the next phase of their journey.

“Whether a hotel has been handed down from generation-to-generation or is a disruptive new upstart, it is essential to understand the shifting expectations of today’s global travellers and translate these into actionable strategies.

“With major brands expanding rapidly through new openings, acquisitions and mergers, it becomes harder and harder for independent hotels to gain cut-through in a crowded marketplace. However, word-of-mouth recommendations and the power of social media can go a long way in boosting hotel bookings, even without the might of a branded collection or chain behind them.”The trends Globetrender features in the new report are:

1. Co-working Communities
2. Cultural Encounters
3. Joyful Design
4. Wellness Boosting
5. Locavore Sourcing
6. Personalised Curation
7. Low-Impact Operations
8. Experiential Retail
9. Micro Chains
10. Big Brand Takeovers

Southan says: “In an ever-evolving landscape of travel and hospitality, independent hotels have emerged as a dynamic force that is redefining the very essence of the guest experience. These boutique establishments, often family-owned or managed by passionate entrepreneurs, are breaking away from the cookie-cutter mould of chain hotels, offering travellers distinct, memorable stays with a strong sense of place.”

Designed as a compass for individual hoteliers, developers and other industry stakeholders, this report provides practical insights into the trend leaders you need know about and what you can learn from them.

Southan says: “With corporate Goliaths unable to act fast or nimbly, independent hotels have the advantage when it comes to experimenting with ambitious sustainability initiatives, bringing new concepts into the world or building genuine relationships with guests in an age of mass tourism.”

Here are excerpts from three of the trends featured in the Independent Hotel Trends 2024-2026 report:

1. CO-WORKING COMMUNITIES

Although many major companies are demanding a full return to the office from 2024, we are now living in the age of the entrepreneur. Nowadays it’s not uncommon to meet people working on side hustles or at the very least dreaming of starting their own business.

In the UK, there are now 4.3 million self-employed people – that’s 64,000 more than in summer 2022. For many people, remote working – at least part time – is now the optimum way of operating. A recent study by self-employment specialists MBO Partners revealed that 72 million US citizens are planning to become digital nomads over the next two to three years.

This means there is a huge opportunity for independent hotels to create Co-working Communities for both locals and travellers, where they combine productivity with downtime.

As life and work becomes increasingly blended, creating inviting spaces within hotels for people to get their laptop out is a great way of enticing a younger demographic of travelling professionals.

One of the easiest coworking implementations is day-use communal spaces. The Hoxton group, Locke Hotels, CitizenM and Mama Shelter have all made revenue-generators out of their lobbies thanks, namely, to coffee sales. Some brands, Hoxton included, have gone a step further, with membership passes to dedicated hotdesk zones.

Trendy lifestyle chain Selina says it’s “custom-built for today’s nomadic traveller”, providing guests with a “global infrastructure to travel and work abroad seamlessly”. Stamba (pictured), a Design Hotel in Tbilisi, has “D Block” – two floors of curated workspace that’s going as far as calling itself an incubator for start-ups.

Globetrender believes that the future of this trend may manifest in independent hotels offering longer stays.
The success of long-stay aparthotels can be seen in ever-expanding brands such as Roost, an “extended-stay concept hotel” group with five properties in the US; and Zoku, which designed its European lofts as home-office hybrids – the kitchen table providing the focal point rather than the bed, which is sealed off on a mezzanine level behind a sliding door.

2. EXPERIENTIAL RETAIL

Over the coming years, Globetrender believes the rise of “shoppable” interiors offers an exciting opportunity for independent hotels to create new revenue streams through branded merchandise, furniture, art and homeware that is all available for sale.

Danish design company Vipp has launched a series of “one-room wonders” – essentially, micro-showrooms in various locations across the country that you can stay the night in. Next year will see more Vipps open in upstate New York, Iceland and Tasmania. After checking in, you will be able to cook in a Vipp kitchen, put food in Vipp bins, sit on Vipp chairs and shower in Vipp bathrooms.

The Paul Smith suite (pictured) at Brown’s hotel in London is another example. Hotels that embrace experiential retail can not only create new revenue streams, but boost brand devotion, as products purchased during a stay can end up sitting in homes years after check-out.

Globetrender recently spoke to the founder of Mama Shelter, a formerly independent brand that now sits under Ennismore and Accor. And he told us that about 7% of their annual turnover comes from retail.

That’s not to say any old general store will do. Aligning your retail proposition with your hotel identity is paramount. Look at Palm Heights, in Grand Cayman, which has an appointment-only bookshop called Library Fetish. The hotel has also just launched an on-site concept store called Dolores, that celebrates designers of the Caribbean diaspora.

Original pioneers of the concept, Ace Hotels’ lobby stores are still going strong around the world; its latest Toronto outpost sells “Lake Ontario is Great” socks and lighters branded by local cannabis dispensary, Superette, alongside the usual prints, robes and totes.

Soho House, another earlier adopter, now has physical retail outlets for its homeware brand, Soho Home, and an online skincare brand, Soho Skin, beloved by members who receive a discount on purchases.

There’s plenty of inspiration to be taken from the increasing number of retailers carving a place in the hotel industry, too: Japanese retailer Muji currently shows off its minimalist homeware in three Asian Muji Hotels – the Ginza outpost even sits atop the city’s flagship store.

TREND 5: JOYFUL DESIGN

We all need a bit of joy in our lives right now do we? In the past, travellers were drawn to the predictability of uniform chain hotels but as people have become more worldly, it’s big colour moves from independent hotels that make the magazine covers. Essentially: maximalism is in, beige is out.

At the new nine-bedroom Villa Palladio in Jaipur (pictured), the interiors feature walls in lacquered reds and pomegranate-pinks, loud prints and chequerboard floors. Co-founder Barbara Miolini, told Architectural Digest: “When travellers leave us here in the Pink City, I would like them also to remember the red.”

Paris is a particularly strong city to look at for inspiration: new opening Le Grand Mazarin is a Martin Brudnizki-designed cacophony of pastels, prints and trippy quirks, with loud headboards, murals and a striped indoor pool. Sinner, another Paris hotspot, has a devilishly ecclesiastical theme, where cardinal-red elevators are dressed as confessional booths and stained glass windows line the dimly-lit corridors.

Newcomer Hotel de la Boetie has thrown out white bed sheets in favour of pink. Consider also Kit Kemp’s new Warren Street hotel opening in 2024 in New York, which is rich in contrasting colours and textiles.

Further design-trends-with-benefits include hyper-local decoration, using neighbourhood artists and craftspeople to reflect the character of the local area through the hotel’s specific design aesthetic.

In the age of Instagram, investing in a social-savvy colour consultant could prove fruitful (colour always makes a good background for photos). The Hoxton hotel brand recently went as far as collaborating with Bauwerk paint to create a custom range of hues for guests to decorate their own homes in. This also connects with the Experiential Retail trend.

Free download: Independent Hotel Trends 2024-2026

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From Intelligent Concierges to Electric Skyways, Amadeus has revealed the trends and innovations shaping travel in the year ahead. Jenny Southan reports

Spanning generative artificial intelligence (Gen AI) and social media selling, Spanish multinational technology company Amadeus has published a report predicting five key trends and innovations for travel in 2024.

Daniel Batchelor, vice-president of global corporate marketing and communications at Amadeus, says: “After a period of recalibration and reassessment over the past few years, we are beginning to see a host of new ideas bear fruit across our industry.

“Generative artificial intelligence will continue to exert a growing influence across the sector during 2024, while electric taxis are finally poised for take-off. Doing what we love, be it travelling to see our favourite music acts or using new tools to follow in the footsteps of digital influencers, will also drive bookings next year, while airlines continue to reshape their offering to respond to changing tastes.

“There is much to look forward to, and Amadeus will be working alongside our partners from across the travel ecosystem to drive change for the traveller, wherever we can.”

Intelligent Concierges

Gen AI is adding tremendous value to the online travel planning experience for consumers, as search and advice become hyper-personalized and more intuitive. Instead of selecting filters to fine-tune a search on a metasearch site or online travel agency (OTA), travellers can simply provide a brief to a chatbot in the same way you would a human advisor.

For example, a new ChatGPT plug-in from Expedia acts like a virtual travel assistant, listening to customer needs and delivering instant hotel and itinerary recommendations, with links to book. (Tripadvisor, Kayak and Booking.com have also integrated ChatGPT.)

The next generation of Gen AI-powered customer service will be delivered with greater patience and empathy, reducing the workload of employees to deal with the bulk of after-sales servicing and customer review management, giving them the bandwidth to provide the human touch on more specialist issues.

Agents of Influence

Social media has become a powerful force during the inspiration phase of a trip, but a new shift is happening. Instead of influencers solely being the source of vacation inspiration for their communities, they are now facilitators of direct bookings through their varying channels.

Influencers, such as Ana Hernández Sárria, travel photographer Rafael Fernandez Caballero, travel blogger The Blonde Abroad (pictured), yoga and movement coach Sjana Elise, and full-time traveller and content creator, Alyssa Ramos, are designing and hosting their own group trips.

The rise of so-called “Agents of Influence” is being facilitated by e-commerce marketplaces such as Thatch, Luxury Travel Hackers and TrovaTrip, which Inc ranked number 236 out of 5,000 of the fast-growing companies in the US in 2023. This technology allows influencers using Instagram, YouTube and TikTok, for example, to share a booking link directly on their profile page and process payments.

Electric Skyways

As cities are more congested and air pollution is more prevalent, a potential solution to fossil-fuel-powered transportation will be the emergence of skyways that allow flying taxis, electric vertical take-off, and landing (eVTOL) aircraft and other kinds of electric aircraft to provide lower emission air travel options, both within urban areas, to satellite airports, cross-country and between islands.

It may seem very futuristic but German aircraft manufacturer Volocopter (pictured) is planning to provide a fleet of electric VoloCity eVTOL for the Paris Olympics in 2024, making it one of the first electric air taxi networks. At the same time, Volocopter is expanding its reach to Asia, with plans to launch electric air taxis in Singapore by 2024, beginning with services in Marina Bay and Sentosa.

The potential expansion of these services includes cross-border air taxi trips to destinations in Malaysia and Indonesia, potentially connecting terminals in areas like Seletar and Changi to cities such as Melaka, Batam, and Bintan.

Toff Mobility, the first electric air company in Asia, is working toward debuting electric aircraft in 2024 in South Korea, while Surcar Airlines has selected Zeroavia to provide hydrogen-electric engines for its seaplanes in the Canary Islands.

Over in the US, Joby Aviation intends to start commercial eVTOL flights from 2025 and has signed agreements to work with Delta Air Lines and Japanese airline ANA, which wants to operate e-taxi flights during the Expo 2025 in Osaka. In the UK, Virgin Atlantic has invested in a fleet of Vertical Aerospace eVTOL that could serve a city-to-city network of Electric Skyways as soon as 2025.

Music Tourism

After the social isolation of the pandemic, when bands and musical artists were grounded for months, a boom in concerts and festivals has this year tapped into a desire for connection. The trend is expected to accelerate as we look toward 2024.

Taylor Swift recently announced Asia-Pacific tour dates for next year, drawing fans from around the world. Amadeus research suggests Taylor Swift concert dates in Australia, Singapore, and Japan for 2024 had a significant impact on travel searches and booking volumes to the countries.

During the week of the concert announcement, flight searches to Melbourne and Sydney saw a significant week-over-week growth of 44%, while bookings for these cities surged impressively by 446%. The concert announcement also had a striking impact on searches from New Zealand to both cities, resulting in a 240% week-over-week increase during the same period.

Flight searches to Singapore likewise showed an 18% week-over-week growth shortly after both Taylor Swift and Coldplay concert announcements were made.

There was a notable 32% week-over-week surge in international searches from neighbouring countries to Tokyo. Inbound travellers from Asia-Pacific countries such as Australia, Indonesia, South Korea, Malaysia, and Thailand demonstrated a strong preference for both short and long trips in a desire to enjoy the concert experience while also making room for leisurely exploration during their visit.

Business Luxe-Lite

With ever-more travellers wanting to fly at the front of the plane, there is an opportunity to offer more affordable and accessible “unbundled” business class fares.

In 2019, Emirates was one of the first airlines to launch “special” business class tickets, with no lounge access, restricted seat selection and no upgrade abilities. Qatar Airways followed, unveiling a Business Class Lite fare, with passengers asked to pay extra for lounge access and date or route changes, while they also earn fewer Avios/Qmiles.

With the trend gathering momentum, Zipair of Japan and Finnair began offering basic business tickets in 2021, while Air France and KLM added Business Class Light fares in 2023.

At the other end of the scale, airlines are also installing more comfortable, private “luxe” business class seats and added amenities. Examples include Japan Airlines’ A350 business class, Air India’s business class, and Cathay Pacific “Aria” business class, featuring features such as a 1-2-1 seating layout, sliding privacy doors, wireless charging apparatus, large 4K screens, and advanced Bluetooth audio streaming options.

Evidence of this trend continuing through 2024 includes news from Air New Zealand, which will be adding either four or eight rows along with sliding privacy doors, a storage cabinet, vanity mirror, and a spacious side shelf of a debut Business Premier Luxe product (pictured). Also, passengers can look forward to the integration of advanced entertainment features as part of this premium experience.

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From Longevity Escapes to Zinfluence Travel, Luxury Horizons: Unveiling 2024’s Travel Trends reveals how fundamental societal and cultural shifts will shape the future of high-end holidays.

Leading luxury tour operator Elegant Resorts has partnered with Globetrender to produce a new trend report on the changing behaviour of luxury travellers and the opportunties this presents for the industry, with support from Kerzner International. (Download it free here.)

Luxury travel is a hugely significant, growing sector that will almost double in size by 2030, up from US$241 billion in 2022 to US$440 billion at the end of the decade.

“Creating this trend report was as much about identifying the changing behaviour, influences and emerging desires of luxury travellers in 2024, as the kinds of opportunities they present for the luxury travel industry going forward,” says Jenny Southan, editor, founder and CEO of Globetrender.

“The trends we have identified are connected not with survey data, which has limited use for forecasting, but fundamental societal and cultural shifts such as human longevity, the emergence of Gen Z as the most powerful consumer group on Earth, and the under-appreciated power of Gen Alpha children.

“We also show how the persuasiveness of brand collaboration will be a defining force in luxury travel, how providers are tapping into the deeper human need for personal betterment and why top-end cruise passengers are going to be spreading their wealth on land as well as at sea.”

Whether it is a desire to live a longer and healthier life, build bonds with loved ones, experience more of the world when going on a cruise, coincide travel plans with special events, satisfy wanderlust influenced by social content, learn something new for personal betterment or simply immerse oneself in the world of fashion, “discernment” is the common denominator when it comes to booking luxury holidays with Elegant Resorts.

Lisa Fitzell, managing director of Elegant Resorts, says: “The luxury traveller is discerning and has a thirst for new adventures. After the last few years, our clients want to make their holidays more meaningful, make the most of their time with their loved ones, look after themselves and be healthy for longer, ensure every trip matters, enriches their souls, create long lasting memories. Travel is not taken for granted and at Elegant Resorts, we have the expertise and know how to create unforgettable and perfectly curated holidays.”

Craig Jeffs, regional director, sales and marketing, United Kingdom, Scandinavia and Netherlands at Kerzner International, says: “It has been an absolute pleasure to support and collaborate on the Globetrender Luxury Travel Trends report. It goes without saying that these reports offer a great insight into how the luxury travel sector is growing and allows us to build strategic and meaningful road marks to support and align our offerings.”

Southan says: “It was interesting to collaborate with Elegant Resorts on this project because they are clearly a company that doesn’t want to rest on their laurels. They are aware that they have a very loyal database of high-spending clients but there are younger generations rising up the ranks and it never pays to be complacent.”

Here are excerpts from five of the seven trends that feature in the report:

1. LONGEVITY ESCAPES

“You can’t put a price on health,” as they say. Except, of course, now you can, with the effort to “delay human death” being worth US$600 billion by 2025, according to Bank of America analysts.

Recent studies reveal that lifespans are actually decreasing in America, largely attributed to unhealthy diets and lifestyles. For the first time in human history, more people are dying of obesity than they are of starvation. However, globally, longevity continues to rise.

This dichotomy has fuelled the popularity of longevity programmes, especially among elite communities of Silicon Valley tech innovators looking to “hack” human lifespan limits.

Billionaire Bryan Johnson, for example, is pouring a fortune into unlocking the secrets of ageing, as captured in the recent BBC documentary podcast The Immortals. (He’s going so far as having “vampire” blood transfusions from his son.)

Why? Health and longevity have become the latest status symbols, inspiring innovative wellness resorts and retreats to cater to affluent consumers seeking to extend their lives with everything from high-tech therapies and DNA analysis to the healing attributes of nature and ancient ancestral knowledge.

2. GENERATIONAL CONNECTIONS

Everyone knows that multi-generational holidays are on the rise but Elegant Resorts has noticed that it’s grandparents that are increasingly footing the bill, and the emerging Gen Alpha demographic (the youngest generation born after 2010) has increasing sway when it comes to how money is spent and where families go on holiday.

With Gen Alpha’s parents and grandparents now prioritising shared experiences, a lot more attention is being paid to how to bridge the gap between children and adults, and finding destinations, accommodation and experiences that are fun-filled, safe and varied.

Kids clubs are great but they don’t facilitate bonding. By making holidays seamless for blended generations and embracing family-wide experiences, brands stand to gain their long-term loyalty: after all, extended families can make ideal repeat guests when programming hits the mark for all ages.

3. CRUISE FRAMING

In the past, cruises left little opportunity for land-based exploration but for passengers of tomorrow, bookending a voyage with itineraries on terra firma are becoming a desirable enhancement. Plus it helps direct spending to local people.

Growing demand for ocean-land itineraries are going to be big news. Indeed, luxury cruising is sailing into a new era defined through pre- and-post-voyage stays that expand the at-sea experience with shore-based add-ons.

Although the cruise lines themselves provide compelling journeys with stops along the way, it’s the “framing” element (before boarding and after getting back to dry land) that luxury travel advisors such as Elegant Resorts can add value to.

This company’s exceptional expertise in crafting customised “Cruise Framing” journeys provides the ability to tap into local outfitters and their secret address books to arrange exclusive experiences beyond mass-market options.

Further benefits include insider knowledge and clout (including unbiased recommendations matched to clients’ wish lists), amplified experiences and upgrades, and a single point of contact for seamless, stress-free arrangements and support throughout the entire trip.

4. ZINFLUENCE TRAVEL

Gen Z are the most plugged-in generation on Earth and when it comes to travel, these impressionable social media natives are thirsty for inspiration from content creators, while their parents are the ones who foot the vacation bill.

Generation Z now makes up about one-third of the global population. So, out of 8 billion people in the world, about 2.6 billion are aged 13-28 (in 2023). Although millions of them are children and teenagers, they are already a powerful consumer group.

Even those in their twenties may still be living at home and travelling with their elders. But, with a world of information delivered to their fingertips, never before have young people had so much inspiration to share – or so much clout when it comes to family decision making. Globetrender has coined the term “Zinfluence” to describe this.

Brands have an unmissable opportunity to speak to this generation through platforms such as TikTok, which is now rivalling Google when it comes to travel search. In so doing, they will nudge the ultimate booking decisions of parents in favour of what’s trending.

5. DESIGNER COLLABORATIONS

The fusion of travel and hospitality with high-end fashion and retail is opening up new opportunities for curated interiors and highly desirable concept mash-ups that appeal to brand-hungry consumers.

As aspirational consumption compels people at every income level to spend (or at least desire) lifestyle enhancements and material signifiers of wealth, travel and hotels are realising that aligning themselves with elite brands in other verticals can have a magnetic appeal.

From couture fashion houses to fine jewellers, luxury goods brands themselves are also tapping into travel to extend their universes, find new avenues of growth and revolutionise revenue streams through unique offerings such as shoppable suites, which might be bedecked in Gucci or Paul Smith homeware.

Other interesting examples of recent Designer Collaborations include Missoni’s venture with luxury Maldives resort One&Only Reethi Rah; and Dior and the Beverly Hills hotel in Los Angeles; and Louis Vuitton and Mandarin Oriental Bodrum.

In all three instances, the fashion brands opened pop-up boutiques at the resorts and installed branded parasols and loungers for the poolside.

After all, what better reminder than to leave with a designer souvenir as a memento of your trip and a long-lasting positive association with that brand.

Free download: Luxury Horizons: Unveiling 2024’s Travel Trends

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For the first time, the number of millionaires in France has overtaken those in the UK. But the US is still the land of the rich by a long way. Olivia Palamountain reports

A new global wealth report by Swiss bank UBS has revealed where in the world to find the most millionaires.

For the first time, France (with 2.82 million millionaires) has surpassed the UK as the country with the third-highest number of millionaires, trailing only the US (22.7 million millionaires) and China (6.2 million millionaires).

That gives France 4.7 per cent of the world’s total millionaires, ahead of Japan’s 4.6 per cent and the UK’s 4.3 per cent share. The UK saw its millionaire cohort fall from 2.99 million to 2.56 million.

France also leads the UK in individuals worth between US$10-50 million, with 51,403 compared to 47,420. However, it has 82 with at least US$500 million, whereas the UK has 108.

Asia-Pacific, with countries such as China and India, is witnessing a surge in its super-rich population, already outnumbering Europe’s 40,000 with a count of over 66,000.

By 2027, UBS foresees this number doubling to nearly 123,000, with a staggering 56 per cent stemming from China alone. This would place China’s super-rich populace at 68,000, surpassing Europe’s predicted 57,000.

As per the report, the global millionaire tally is set to skyrocket past 85 million by 2027. In the ultra-high net worth bracket (those with assets over US$50 million), the number is predicted to touch 372,000 – a rise of 129,000.

In comparison, Latin America’s ultra-rich numbers remain modest. While it houses 8 per cent of the global adult populace, only 2 per cent of the ultra-rich call it home.

However, by 2027, the millionaire count in Latin America is projected to jump by 89 per cent, reaching 2.2 million. Africa’s millionaire growth is even more optimistic at 113 per cent, totalling 768,000 by 2027.

How much money do individuals hold in 2023? Well, it’s gone down since the 2008 glocal financial crisis. Measured in current nominal USD, total net private wealth fell by US$11.3 trillion (-2.4%) to US$454.4 trillion at the end of 2022.

The largest wealth increases were recorded for Russia, Mexico, India and Brazil.

If the wealth was spread evenly across everyone in the world, how much would each person have? US$84,718 per adult.

The number of USD millionaires worldwide fell by 3.5 million during 2022 to 59.4 million. This figure does not, however, take into account 4.4 million “inflation millionaires” who would no longer qualify if the millionaire threshold were adjusted for inflation in 2022.

However, global wealth is expected to rise by 38 per cent over the next five years, reaching US$629 trillion by 2027.

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