What does it take to impress today’s discerning travellers? Spoiler alert: Service with a smile alone won’t cut it
Hotels looking to make a mark need to evolve to the latest trends with experiences that consider the likes of sustainability, wellness, personalisation, cultural relevance, and leveraging advanced technologies
What are the key ingredients for a memorable holiday? Plenty of sunshine, a local bar that has memorised your order by day two, a bag of Lays crisps on the balcony, or maybe the art of simply doing nothing without guilt. It really depends on who you ask.
As for today’s luxury travellers, their travel itinerary comes with an ever-evolving list of preferences and extra touches. Think tailored cultural tours, sustainable menus made from local produce, and an AI system that remembers just how you like your Negroni, stirred, not shaken, with just a zest of orange. Whatever your cup of tea, join us as we take a journey through the newest trends shaping elevated travel, no pre-bookings required.
Millennials Prepare for Take Off
Affluent millennials make up a decent chunk of today’s luxury travellers, but marketers are already gearing up to meet the expectations of the next generation of jetsetters. As some of the most influential voices on social media, now aged between 13 and 28, Gen Z are already shaking up the travel industry with their own take on contemporary luxury.
Similar to their fellow millennial globe trotters, this generation values experiences over possessions and places immense importance on genuine, culturally rich experiences.
These savvy travellers crave honesty over hype and can spot inauthenticity a mile away, with 92% of affluent millennials and Gen Z saying they can tell when hotels cater to mass appeal over true luxury. So yeah, when our parents told us not to believe everything you see on the internet, that really stuck with us. Character is just as important, with 84% admitting that luxury hotels are ‘beige’ and 79% feeling that modern luxury hotels have ‘sacrificed soul for standardisation.’
Catering to People & the Planet
Across the board, today’s discerning explorers are placing more emphasis on trips that are kind to both themselves and the planet. Taking the opportunity to truly switch off from the outside world, guests are increasingly choosing holistic wellness experiences, with renowned hospitality brands like Four Seasons incorporating sleep-enhancing treatments like circadian-aligned spa rituals. Properties are also promoting more functional fitness offerings with guided yoga classes and state-of-the-art gyms considered a must.
Renowned hospitality brands are also switching to more eco-friendly practices in response to evolving guest preferences. For example, Six Senses has long championed sustainability, with initiatives like on-site water bottling, zero-waste kitchens, and organic gardens across its properties. Embracing nature also comes in the form of outdoor pursuits like forest bathing and stargazing, with the adventure travel market predicted to reach $1 trillion by 2030.
Wander Off the Beaten Path
If you visit the same resort in Spain every year, we’re not here to judge. However, the latest trends in refined travel are moving away from this, with tourists seeking to fully immerse themselves in local culture. In response, TUI has teamed up with National Geographic to curate a series of guided day tours rooted in conservation and education, while hospitality brands offer bespoke experiences like city tours and cooking classes.
Explorers are also becoming more mindful of their impact, favouring experiences that support local communities, promote cultural preservation, and engage in sustainable development.
Made Just for You
Proving great service never goes out of fashion, personalisation remains one of the key pillars of refined travel. Guests are looking for more flexibility, with customisable packages and easy itinerary changes now part of the deal. The focus is on making every stay feel personal, right down to the choice of activities and how plans can shift. Even gifting has gone experiential, with things like spa days and chef-led dinners taking the place of something boxed and wrapped.
The Role of Technology
The travel and hospitality industry has and always will be driven by people, but advanced technologies certainly have a role to play in making holidays more seamless. From the guest’s perspective, booking a trip abroad only takes a few clicks. You can even take a virtual tour through the destination before you book to make sure it matches your vibe.
As for hoteliers, the latest tech innovations are helping smooth out the edges, automating admin, speeding up check-ins, and using data to quietly personalise the experience. Additionally, mobile room keys, AI-powered preferences, and smart lighting are all designed to make the journey feel seamless. That being said, even with the slickest systems in place, the human touch is still what sets luxury hospitality apart.
While a number of factors like social media and lifestyle shifts continue to change how people travel, you could argue that the principles of a solid holiday stay the same. It all comes down to how a place makes you feel, be it the thrill of discovering something new, the comfort of feeling completely looked after, or the quiet joy of watching the sunset with sand still between your toes.
The best holidays are less about ticking boxes and more about creating moments that stick with you. These days, that magic also means travelling with a little more care, showing respect for local culture, being kind to the planet, and leaving a place just as beautiful as you found it.
For more related updates and to Katch us covering similar topics, watch this space!
Katch our game-changing Public Relations, Social Media, Branding & Design, Brand Consultancy, Digital Marketing, and Global Communications services to help your brand make noise. Get in touch with our 360-Marketing Agency in Dubai, Qatar, Saudi Arabia, and London, and let’s get the conversation started!