Eliza Jean Reid, the First Lady of Iceland, says that today’s luxury travelers are seeking more authentic experiences and a deeper connection with the destination they are visiting.

“Luxury travelers want more sustainable experiences that benefit both themselves and the host communities,” said Reid, the United Nations Special Ambassador for Tourism and the Sustainable Development Goals, speaking at the ITB in Berlin on a panel exploring how the definition of luxury travel is changing.

Marc Aeberhard, owner of Luxury Hotel & Spa Management Ltd, meanwhile, says that shift is notable.

“Luxury, as we understand it here around, doesn't have to do with the bling-bling of 20 years ago,” he said.

These days, it focuses more on the guests living their experience, instead of simple consumption – for example, the increased demand for wellness travel or retreats at monasteries in the Alps.

Photo caption: From left to right: Philipp Schmidt (co-owner, Nordisch Reisen GmbH), Michael Edwards (Chief Growth Officer, Intrepid Group), and Marc Aeberhard, (owner, Luxury Hotel & Spa Management Ltd)

Nature is also increasingly sought after, say experts.

“Nature experiences will grow in the future faster and faster,” said Philipp Schmidt, co-owner of Nordisch Reisen GmbH caters to adventure tourists that want to travel in the northern regions of Europe and Canada

Meanwhile, classic luxury destinations won’t change, but the shifting trends will force companies to offer such destinations in a way that makes them authentic and unique.

“They need to be authentic as possible,” said Michael Edwards, chief growth officer of Intrepid Group. "They should not be manipulative of the places and the cultures."

Photo: Eros Banaj

This is strictly an exclusive feature, reprints of this article in any shape or form without prior written approval from 4Hoteliers.com is not permitted. Jabeen Bhatti is reporting exclusively for 4Hoteliers.com at ITB Berlin 2019 - www.4Hoteliers.com/itb.

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