ELITE TRAVEL TRENDS 2021 - GLOBETRENDER
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IN ASSOCIATION WITH
GLOBETRENDER
ELITE TRAVEL TRENDS
2021
INTRODUCTION
W
elcome to Globetrender’s Elite Travel has otherwise been turned upside-down by the average length of stay is 33 days), manage their
Cover image: Ultima Collection
Trends forecast for 2021, produced in Covid-19 virus, with Ultima Collection noting businesses nomadically and have the support
association with Ultima Collection. that 95 per cent of its clients have been arriving of healthy, dedicated staff in ways that they
Launched in 2016, Ultima Collection caters by private jet. Chatel says: “Those who have the are accustomed to in their own homes. Chatel
to the world’s most discerning clientele with a means to fly private can travel twice as easily as says: “Our clients like to have their daily routines.
growing portfolio of 25 residences across six those who travel commercial [airlines].” They don’t want to be too shaken out of the
European destinations (Courchevel, Geneva, She adds: “What we saw from the second the norm, especially if they are coming for a number
Megève, Gstaad, Crans-Montana and Corfu), word ‘pandemic’ came out was that everyone of months.”
which all come complete with signature design was calling us because they wanted to have Although domestic travel will remain popular
standards, services and safety protocols. these homes away from home. They were throughout 2021 (meaning Greece, Switzerland
Michala Chatel, managing partner for Ultima looking for that safety model.” and France will be key markets for Ultima
Collection, says: “At our new Courchevel With any luck, by spring 2021 the vaccine will Collection), Chatel says that ultra-high net-
property you get the feeling of being in a hotel be privately available to those who can afford it. worth individuals will continue to want to travel
and all of the facilities that come with it but also While in the UK it could cost many thousands of internationally – “because they have the means”.
the privacy of your own space. For example, you pounds, for the travelling elite it will be worth it.
can cook for yourself, get room service to your Until then, “isolation vacations” (a term coined
chalet or request a chef to come and cook for by Globetrender) will be the default. With the
you. It gives you more choice and autonomy.” widespread adoption of remote working, and
In this report, Globetrender examines travel requirements from individual countries
five trends (Private Buy-outs, Heli-Hopping, and airlines continuing to be highly complex
Home-to-Home Holidays, Ultra Itineraries and (from Covid testing to immunity passports),
Hyper Personalisation) that will be particularly we can expect “fly less, stay longer” to be the
meaningful among the 0.01 per cent in 2021, as defining macro trend of the decade.
the global Covid pandemic continues to demand With this in mind, Ultima Collection is
a recalibrated approach to travel. well placed to cater to the elite traveller of
Fortunately, for the ultra-wealthy, money has tomorrow who is looking to spend quality JENNY SOUTHAN
bought freedom and security in a world that time with friends and family (Chatel says the EDITOR AND FOUNDER OF GLOBETRENDER
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ABOUT GLOBETRENDER
Design by @studiostromberg/Sub-editing: Michelle Harbi
ABOUT GLOBETRENDER IN ASSOCIATION WITH WATERFRONT PUBLISHING
Globetrender is an online magazine and travel trend forecasting agency dedicated Waterfront Publishing (waterfront-publishing. com) is an independent magazine
to the future of travel. Founded by Jenny Southan, it delivers cutting-edge insights publisher based in London. It creates print, mobile and online media and provides
into how people travel in the 21st century, and its editorial and consulting services editorial, design, proofreading and marketing services. It is the publisher of ABTA
arm people with the knowledge they need to future-proof their businesses. Magazine and Cruise Adviser, both aimed at the travel trade.
JENNY SOUTHAN UWERN JONG
EDITOR AND FOUNDER CONTRIBUTOR
Jenny has 13 years’ worth of experience working as Uwern is experientialist-in-chief of OutThere
an award-winning travel journalist, with ten years as magazine. He was named the 2020 “Editorial Leader
features editor of Business Traveller magazine, a job of the Year – Consumer Media” at the Campaign
that enabled her to travel all over the world. Since Publishing Awards, and won “Diversity Initiative of the
leaving in 2017, she has been freelancing for titles Year” at the 2020 PPA Independent Publisher Awards.
such as Condé Nast Traveller, The Telegraph and He also runs OutThere/Studio, a content creation
Mr Porter, as well as running Globetrender. and creative branding agency focused on delivering
diversity-driven, inclusive content.
JOHN O’CEALLAIGH ROBBIE HODGES
CONTRIBUTOR CONTRIBUTOR
Previously the Telegraph Media Group’s luxury travel As a former writer and editor for The Telegraph
editor and now a London-based freelance journalist and Suitcase magazine, Robbie is curious about
who has written about luxury travel for the likes of The tomorrow’s travel industry – particularly with regards
Times, the Financial Times, Wallpaper*, Robb Report to Gen Z, LGBTQ+ issues and eco-luxury. Having
and Departures, John O’Ceallaigh is also founder reported from wildlife stations in the Amazon, ultra-
of consultancy and content agency LUTE. Work luxury Alpine chalets and warehouses at the frontier
assignments have led him from the depths of the of urban gentrification, he’s passionate about the
Antarctic Peninsula to the foothills of the Himalayas. ways in which travel can be made more ethical.
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METHODOLOGY
ANALYSIS AND TREND FORECASTING
At Globetrender, we focus on qualitative research These are based on STEEP – Social, Technological,
underpinned by quantitative data. Economic, Environmental and Political – forces.
We always consider how the life cycle of a trend Innovation is at the root of every trend, so we are
moves from the innovators that trigger them on the always looking at what is new and disruptive.
minority fringes to the early adopters, early majority,
late majority and, finally, the laggards. Just like news reporters, we ask the questions “who”,
“what”, “where”, “why” and “when”? But like
When searching for trends, we apply the “three times” investigative journalists, we then dive much deeper.
rule. A one-time occurrence is an anomaly, twice is
a coincidence and three times is a trend, worthy of By discovering multiple examples of a trend,
further exploration. conducting desk- and field-based research,
interviewing insiders and producing case studies,
The identification and naming of trends is based on IOI: “qualitative” proof of it is generated.
Intuition, Observation and Investigation. This is both a
creative and academic process. At Globetrender, we rely on our unique access
to travel industry experts and ongoing consumer
For every “micro” trend, we also consider the “macro” observation to remain ahead of the curve.
trends that represent the wider cultural shifts in
consumer desires, motivations, values and behaviours Email jenny@globetrender.com for bespoke
around the world. consulting on the future of travel.
ULTIMACOLLECTION.COM X GLOBETRENDER.COM 5
CONTENTS
TREND 2.............................11
HELI-HOPPING
Q&A....................................... 7 CASE STUDY.................... 15
ULTIMA COLLECTION ULTIMA COURCHEVEL
TREND 4............................ 17
ULTRA ITINERARIES
TREND 3............................ 13
HOME-TO-HOME HOLIDAYS
TREND 1.............................. 9
PRIVATE BUY-OUTS
TREND 5............................ 19
HYPER PERSONALISATION
ULTIMACOLLECTION.COM X GLOBETRENDER.COM 6
Q&A: ULTIMA COLLECTION
When Ultima Collection believe that staycations to focus on being with At the beginning, we How do you personalise
launched in 2016, what will be a big thing for their family. We help to launched a concept stays for guests?
problem was it setting 2021 – a lot of people optimise every minute called “Hideaways”, We send out preference
out to solve? will want to test the they have. Our clients which meant you could sheets 30 days before
It was a matter of water before they go come for the staff as rent our properties arrival so that before
filling the gap in this on a big trip – but from much as they do for the without services. But, the clients get here, we
niche premium market what I’ve seen there’s a properties – we know in the end, our clients know a lot about them.
of property rentals, crazy appetite for travel. that the people are really wanted our services We also usually know
private residences and part of the experience. as well. Why? Because through their assistant
chalets that don’t have What is the average we’re protocoled for what activities they like
a branded service level length of stay? We have clients who everything. We have to do and make sure we
behind them. Our clients We currently have a follow our teams and health and safety have back-up plans if
know they get Ultima three-year booking – so make multiple bookings, procedures in place the weather is not going
Signature Services far, that’s the longest often because their kids and guests trust our to permit something.
wherever they stay and – but the average create these amazing staff. For example,
Michala Chatel, are reassured they will length of stay at Ultima bonds with the staff. We we have a policy The number of times our
managing partner for be at a very high level. Collection properties is understand that parents that suppliers leave clients have said they
Ultima Collection 33 days. want to make sure their deliveries outside would like to go on a
How many properties children are entertained, and it’s our staff who beautiful boat excursion,
do you have and in What makes Ultima stimulated, having fun brings them inside so or go to the beach and
which locations? Collection unique in and in safe hands with there’s no contact with have a picnic, only to
At the moment we the luxury property people they trust. external people. wake up and find that
have 25 residences rental space? it’s pouring with rain or
across six destinations It’s definitely a mix How have the needs Our properties have windy. Nevertheless,
in Switzerland, between our real estate, and demands of elite private outdoor spaces, our team will always
France and Greece our interior design travellers changed pools, and spas that be ready and waiting
(Geneva, Megève, and Ultima signature since the pandemic? would be difficult to with an alternative
Gstaad, Crans-Montana, services. Our clients I would say that find in a luxury hotel. set-up so there’s
Corfu and Courchevel – feel at home whether 95 per cent of our clients This is what makes our never that element of
our newest). they’re in the Gstaad travel by private jet. properties so appealing. disappointment or a
property, in Corfu or The moment the word Guests also see what feeling of wasting time.
Where do you in Geneva, so it really “pandemic” was used, happens behind closed The same goes for our
expect most of your does appeal to people old and new clients were doors – what the chef skiing properties. If it’s
bookings to be coming maintaining a bubble. calling us, wanting to is doing, for example foggy and guests can’t
from in 2021? escape to one of our – so we can offer that go skiing, then we’ll
I think it will be a good Our clients have a lot of homes away from home. transparency that you have another activity
mix of both domestic money but not a lot of They were looking for wouldn’t find in any arranged for them
and international. I still time, so they really want that safety model. other property. that day.
ULTIMACOLLECTION.COM X GLOBETRENDER.COM 7
Q&A: ULTIMA COLLECTION
Because our staff are operational, I would love
Ultima Megève
able to give their full it if it we could expand
attention to our clients, somewhere more exotic
unlike in a hotel, we can and different.
really go out of our way
to give them what they What are your
want. We can buy all of predictions for the
their ski gear in advance elite travel market
or arrange for three or in 2021?
four different luxury I think that those who
brands to come up with can travel are going
selections of clothes to to keep doing so. Elite
shop in-house. travellers tend to be
more flexible. For a
We have clients who start, those who have
might want to go to the means to fly private
a special restaurant can travel twice as
but don’t want to easily as those people
leave the house. who go by commercial
Before the pandemic, [airlines], as there are
takeaway from luxury roughly double the
restaurants wasn’t number of private
really an option. But airports in Europe.
we’ve always managed
to do that through The majority of our
our partnerships and clients have multiple
through good local All of the properties in How much does it transportation from those who seize the residences so they
contacts. We can the Ultima Collection cost to buy out Ultima whatever airport you’re opportunity. But there’s have the flexibility
arrange helicopter portfolio have private Collection properties? arriving into and then no point in growing for of being able to say,
transfers, yoga offices – pandemic or The majority of our all of the basics such as the sake of growing. Our ‘Let’s jump to London
instructors, spa not, our clients need to properties are full tea, coffee, afternoon business model is really because we have a
treatments, oyster and work. It could be a ski buy-out. It’s one snacks and breakfast. about acquiring unique place there’ or, ‘Let’s
champagne tastings – vacation, it could be a reservation only since properties. The idea is go to Geneva.’ I think
anything, really, summer retreat – there’s it’s a private residence. What are Ultima to stay concentrated we will continue seeing
always a guest who So you’re looking at Collection’s ambitions on Europe for now, long-term stays and
How do you cater needs an office and a a price point of about for growth? then once we have that the products that really
to people who are printer and a proper wifi £100,000 to £150,000 Great possibilities stability and all of the appeals to them are the
remote working? connection. a week, including staff, present themselves to properties are open and private properties.
ULTIMACOLLECTION.COM X GLOBETRENDER.COM 8
PRI VATE
BU Y-OUTS
Luxury properties and operators are
widening their exclusive-use options in
response to a surge in demand for seclusion
BY UWERN JONG
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Royal Residence, Raffles Maldives Meradhoo
PRIVATE BUY-OUTS
P
rivate buy-outs are not on the up, especially Hotel takeovers also offer Others are benefiting
Four Seasons Ten Trinity Square/Istoria hotel
a new thing for elite for milestones that the benefit of a range from the trend by working
travellers. But with were missed during of facilities that would in different and innovative
the demand for exclusive- the pandemic. With otherwise have had to be ways. The Retreat at
use burgeoning during this, exclusive-use shared with the public. Blue Lagoon in Iceland,
the pandemic, so, too, has properties are very much for instance, offers a
the supply – with hoteliers in demand, as well as Examples range from once-in-a-lifetime “shut-
and other travel suppliers our Scott Dunn Private Santorini’s 12-suite Istoria down” experience, but
that did not previously Limitless collection of hotel, which is available requires a four-night
consider touting buy-outs chalets, yachts, private for a single group for minimum costing about
as a product now offering islands and safari €80,000 per week; to £390,000. Lake Como’s
takeovers as a mainstay retreats – this shows no the Raffles Maldives Grand Hotel Tremezzo,
into the year ahead. sign of subsiding.” Meradhoo, which meanwhile, allows guests
can be taken over for to buy-out parts of the
Jules Maury, who heads Buy-outs are here to US$1 million for up t0 70 property, including its
up Scott Dunn Private, stay, even with renewed guests for four nights. extravagant, standalone
a membership platform consumer confidence Villa Sola Cabiati.
for elite travellers, says: – they are secure, Big chains are joining in
“As guests look ahead to discreet and ideal for too. Four Seasons Some have gone even
2021, we continue to see groups (reunions will has a dedicated webpage further to create new
multi-generational travel be particularly popular). (fourseasons.com/ products – take Red
meetings-and-events/ Carnation’s Ashford point of about £100,000 rentals, such as CV
exclusives-and-buyouts), Castle in Ireland, which to £150,000 a week – Villas, Onefinestay,
originally targeted at has repurposed its including staff, airport Plum Guide and
corporates, but now boathouse on Lough transfers and some food ThirdHome – the last
soliciting consumer Corrib to create a and drink.” She adds: “In of which launched its
interests by marketing the hideaway cottage for Courchevel, which has Reserve collection of
opportunity for groups to exclusive use. 13 standalone chalets, homes and yachts for
“Deepen Connections”. we’ve seen a lot of ultra-high net-worth
Ultima Collection has groups combine two members in 2019 –
At the same time, the 25 residences across six chalets together. I think are all reporting a
Six Senses Zil Pasyon European destinations, there’s a feeling of, ‘We surge in enquiries for
hotel on Félicité Island and the majority are want to be our family, rentals across the year,
in the Seychelles full buy-out. Managing be alone, but be able to broadening the usual
can be booked partner Michala Chatel pop over to each other travel seasons. In fact,
exclusively for a week says: “It’s one reservation for dinner.’” those who don’t react
via Turquoise Holidays, only since it’s a private quickly will find the best
costing from €330,000 residence. So you’re Companies that properties are booked
for up to 20 guests. looking at an easy price specialise in top-end out in 2021.
ULTIMACOLLECTION.COM X GLOBETRENDER.COM 10HELI-
HOPPING
Ultra-private and able to access the most remote
of locations – it’s no wonder helicopters have
become the ultimate travel accessory for 2021
BY ROBBIE HODGES
ULTIMACOLLECTION.COM X GLOBETRENDER.COM Adobe 11
StockHELI-HOPPING
between its Lake Como remote private island, remoteness has
Adobe Stock
and Lake Geneva villa or chalet.” After all, become the ultimate
properties, wafting over why transfer to a hotel, luxury. Original Travel
the Alps en route. Covid- where there is a higher noticed such a growth
secure and spectacular risk of transmission, if in interest in helicopter
all at once. you can find a remote travel in 2020 that this
property with space for year it is launching “Near
Ultima Collection has your helicopter? “We Frontiers”, a collection
also recognised that have seen an increase [in of trips to Europe’s most
helicopter travel is demand] for properties rugged wildernesses
highly desirable. In the to rent with helipads,” (think Transylvania and
past it has included Gauthier confirms. Swedish Lapland) –
heli-transfers from the places off the beaten
airport to its European No longer an track that are a cinch to
properties as part of inconvenience, extreme reach by helicopter.
the price of renting a
home for a week. (If
you need one, you only
H
elicopters are on the longer-term charters, we land at an airport to have to ask.) Its Megève
ascent. Increasingly, with super-rich clients pick up our guests, who residence has a helipad
elite travellers looking to hop safely and have arrived by private on-site (in the coming
looking to limit human securely from properties jet, and take them on to months, the elite will
contact are bypassing to hotels to yachts. their accommodation more commonly look
airport check-ins and Fellow charter company in, for example, for this feature), while its
car transfers and flying Apollo Air Services noted the mountains or a other properties have
directly to helipad-friendly a 40 per cent increase remote Mediterranean them nearby.
destinations. The appeal in helicopter enquiries in island.” She adds:
is twofold – helicopters May 2020 compared with “Helicopters provide the Heli-friendly
offer both a Covid-secure the same period in 2019. ultimate freedom.” accommodation is
means of transport as well going to be a top
as the opportunity to reach “Individuals charter In 2020, Mandarin priority in 2021. Julie
more remote destinations helicopters as it makes Oriental was quick to Gauthier, founder of
and excursions. their life easier,” says innovate by offering a villa and chalet rental
Charlotte Pedersen, chief “Lake-to-Lake Private company Art de Vivre
As travel restrictions executive of Luxaviation’s Helicopter Experience” Collection, says: “Clients
tightened, Luxaviation helicopter division. “Our as part of a €10,000 two- are looking for a swift,
noticed a significant helicopters are often night hotel-stay package. low- or no-risk means of
rise both in helicopter used to fly owners to The 75-minute chopper arrival and the privacy
ownership requests and their end destination – transfer took people and relative safety of a
ULTIMACOLLECTION.COM X GLOBETRENDER.COM 12HOME-TO-HOME
HOLIDAYS
‘Fly less, stay longer’ will continue to be a
mantra this year, with top-end travellers
opting to base themselves in sumptuous
private residences for extended periods
BY ROBBIE HODGES
ULTIMACOLLECTION.COM X GLOBETRENDER.COM 13
Airbnb Luxe, Wanaka, New ZealandHOME-TO-HOME HOLIDAYS
E
lite travellers aren’t obligatory Covid tests or launching completely more solitary luxury
Airbnb Luxe, Wanaka; Aman Residence, New York
prepared to return to made the usual pitter- new products. home-stays is more than
the hotel buffet just patter of short-term a blip. “I think we can
yet. In 2021, we expect mini-breaks infeasible. Luxury Greek hotel expect more people to
to see ultra-high net- Elivi Skiathos has look to travel in this way
worth guests temporarily Despite breakthroughs introduced a range of in 2021, with an emphasis
relocating to homely with various Covid-19 in-villa experiences on seclusion and places
private residences where vaccines, volatile travel for guests to enjoy to disconnect where they
they can work and play for restrictions continue to from the safety of their can work remotely if they
extended periods. jeopardise even the most travel bubble. Private wish to and unwind in
considerately laid plans; film screenings on the private surroundings.”
Over the coming year we’ll for elite travellers looking terrace, spa treatments
see travellers across the to go away without and private bespoke Meanwhile, high-
board taking fewer flights complication, settling dinners are some of the end hotel groups are
but staying in their chosen into a home-away-from- new services that guests continuing to grow their
destination for a longer home will become the staying in its Swan Villa portfolios of private
period of time. This “fly new normal. Accordingly, can now expect. residences. One&Only
less, stay longer” mentality a roster of hospitality will launch ten private
is a vestige from 2020, brands, both veterans Vivi Nathanailidou, co- homes in Montenegro
the year in which unstable and newcomers, are owner of Elivi Skiathos, in spring, while Aman
travel corridors and tweaking their offerings says this move towards has three residence
collections slated for the
coming years.
In the meantime, Ultima Collection has proper office, which all of
Demand for Rosewood become an expert in our residences offer.”
Residences (for-sale creating home-to-home
homes and for-lease holidays. Michala Chatel, She adds: “People want
serviced apartments its managing partner, to stay somewhere
in Rosewood Hotels & says: “A lot of people where they don’t feel
Resorts properties) were looking for a long-term like their life has been
up 48 per cent year-on- rental have children negatively disrupted.
year in 2020. Those who doing online classes and They’re actually in a
book a stint, for example, being home-schooled better situation because
at the Rosewood Miramar so there has to be a they’re in a beautiful
Beach, California, can space that’s convenient place, have great service
choose a two-bedroom for them. One or both and a change of scenery,
house with twice-daily parents will also be plus all of the facilities
housekeeping. working so they need a that they could need.”
ULTIMACOLLECTION.COM X GLOBETRENDER.COM 14CASE STUDY:
ULTIM A
COURCHEV EL
The newest addition to the top-class Ultima
Collection portfolio, this luxury 13-chalet property’s
facilities are as spectacular as its Alpine setting
BY JOHN O’CEALLAIGH
ULTIMACOLLECTION.COM X GLOBETRENDER.COM 15CASE STUDY: ULTIMA COURCHEVEL
to all, the property’s new and Bahia Blanca marble winter ski destinations intermediates will
restaurant and terrace and teak, and beautifully and also home to Val soon find their way
promises to be one of illuminated by Baccarat Thorens and Méribel, thanks to empathetic,
the most alluring drinking crystal chandeliers. Ultima Courchevel expert tutelage from
and dining destinations in provides guests with multilingual Ultima ski
all of Courchevel. Amble through any of the ski-in and ski-out access instructors. Their respect
four- and five-bedroom and is surrounded by and admiration for Ultima
As the latest addition chalets – which can 600km of superbly Courchevel’s awe-
to the Ultima Collection be booked individually maintained slopes that inspiring mountain home
portfolio of prestigious or collectively for are linked by 166 ski lifts. is unsurpassed. As when
private villas, residences, the ultimate Alpine dealing with any member
hotel, resort and spas party – and you can Proficient skiers will of the Ultima Collection
already established in expect to see bronze- discover the potential team, guests in their care
Gstaad, Crans-Montana, covered mantelpieces, itineraries awaiting can be assured that they
Megève, Geneva and chesterfield bed heads them are truly endless, are in the steadiest and
Corfu, Ultima Courchevel and decorative features while beginners and safest of hands.
will of course also offer sheathed in nubuck
the full array of Ultima leather. Wooden
signature services. furniture and features
S
et in the refined Comprising 13 sprawling Among other things, that are everywhere, imbuing
Belvédère standalone chalets that means that a concierge, this hideaway with an
neighbourhood handsomely provide the chauffeur and private all-natural atmosphere
on the slopes of the exclusivity and privacy chef are always on call, that is wonderfully
Tarentaise Valley and expected by the elite and that stays here cosy and deeply
with views of Dent du Courchevel fraternity, the – whether for a week- calming. Throughout,
Villard’s soaring summit property also delivers long holiday or full- floor-to-ceiling
stretching just beyond all of the facilities that season residency – can windows and generous
its perimeter, the guests tend to encounter be tailored entirely to balconies mean Ultima
newly revealed Ultima in the grandest of fully guests’ preferences. Courchevel’s spectacular
Courchevel occupies a serviced resorts. setting is never out of
prime position in what is Another consistency sight or mind.
the ne plus ultra of rarefied Accessible only to across the portfolio
French Alps ski resorts. residents, its wellness, is a commitment Guests inspired to
The first guests to check beauty and fitness to craftsmanship, explore that setting
in can expect their amenities include two expressed through further can do so
stay to reach the same world-class spas – an the use of the finest effortlessly. Located in
spectacular heights as the in-out swimming pool materials. The Ultima spa the heart of the Three
snow-capped mountains is one of the show- and treatment rooms are Valleys (Les Trois Vallées),
that surround them. stopping features. Open finished in Kelsey Grey one of the world’s largest
ULTIMACOLLECTION.COM X GLOBETRENDER.COM 16ULTR A
ITINER A RIES
Determined to make up for lost time, elite
travellers will make this year the one that
they embark on the journey of a lifetime,
one that truly enriches mind, body and soul
BY UWERN JONG
ULTIMACOLLECTION.COM X GLOBETRENDER.COM Abode 17
StockULTRA ITINERARIES
N
ever has the phrase deep understanding of Tour operator Scott
Meridian Adventure Sail
carpe diem had the culture.” Dunn is also focusing on
more resonance. In blowout bonanzas. So
2021, elite travellers will In 2022, A&K will be confident is it in travel
be pushing for ever-more launching multi- being a spending priority
creative and astounding continental “air cruises” for the years ahead that
ways to seize the day, with by private jet. The first it has launched a new
luxury travel providers trip, “Around the World membership platform,
reporting strong take- with Geoffrey Kent”, will Scott Dunn Private.
up of once-in-a-lifetime offer guests 26 days
journeys and experiences. with the man himself, “Our guests cannot
The “bucket list”, however, for £130,000. wait to travel the world
will be out of favour – again in serious style.
instead, they will want It will start in Japan, with We’ll open all the right
deeper, more expansive dinner at the 2,000-year- doors to ensure that
and more profound old Keta Taisha shrine, trips are unforgettable,
adventures for the body, before heading to like those in the Scott
mind and soul. Myanmar’s Irrawaddy Dunn Private Limitless
river. A short hop to Hanoi collection – spanning superyachts, submarines, out you’re delayed by something. The company
“This past year has left our will educate travellers incredible private islands, helicopters and private two days and there’s a can arrange anything
guests with a deep longing about the Vietnam War yachts, chalets, villas jets. Founder Henry massive storm coming from a cigar and whiskey
to explore – whether that by introducing them to and safari retreats,” says Cookson says: “Over the in. We’re very honest tasting with a string
be a completely new veterans from both sides Jules Maury, who heads past few months we’ve about it – I’ve actually quartet, or an early-
culture or marvelling at of the conflict, to be up the new division. had a huge uptake from turned down business morning ride on a piste
exotic wildlife – as well followed by a jaunt to the Itineraries include a clients who were not on because someone has caterpillar that grooms
as a desire to connect royal enclave of Luang trip to Italy for a private our radar before.” said they can only come the ski slopes before
with like-minded Prabang in Laos. The jet audience with the Pope for the week,” he says. anyone else arrives, to
people,” says Geoffrey then heads down to the or a personal recital However, he says that cycling with a Tour de
Kent, founder of luxury Maldives before taking by Andrea Bocelli in a owing to the nature of Michala Chatel, France winner.
operator Abercrombie in architectural Asmara palazzo, before heading some of the extreme managing partner for
& Kent (A&K). “With the in Eritrea and voodoo- to Tuscany in a supercar. environments he takes Ultima Collection, says “We have access to
availability of a vaccine, mysticism in Benin. people to, such as that guests staying at really cool people,”
clients are ready to go on From Africa, the journey Cookson Adventures Antarctica, getting clients its exclusive properties Chatel says. “We can do
journeys that are not about moves to Brazil’s Lençóis excels in highly bespoke to build enough time have access to a vast anything. Because we
checking places off a list Maranhenses National “ultra itineraries” to into their itineraries can array of experiences and know our clients so well
but about discovering new Park and afterwards remote destinations with be a challenge. “It would activities, with everything before they even arrive,
experiences in often joins a festive Mardi the support of world- be an awful shame if tailored to the client and we get inspired to create
overlooked destinations, Gras-style celebration in renowned scientists and you’ve booked a week- plenty of back-ups if the incredible experiences
led by experts with a New Orleans. resident doctors, using long holiday and find weather doesn’t allow for for them.”
ULTIMACOLLECTION.COM X GLOBETRENDER.COM 18H Y PER
PERSONA LISATION
Taking the time and care to anticipate exactly what
guests need and make their trip truly special is
what will set luxury travel providers apart this year
BY JOHN O’CEALLAIGH
ULTIMACOLLECTION.COM X GLOBETRENDER.COM 19
Rosewood LondonHYPER PERSONALISATION
P
hilippe Brown, Cookson Adventures candle and artwork personalised itinerary. On
Cookson Adventures
founder of tour lunch party, pictured proclivities. Managing one occasion, the owner
operator Brown + right, in Svalbard, partner Michala Chatel arranged for a local artist
Hudson, has seen his an archipelago in says: “We have a really to sketch guests from a
clients increasingly come the Arctic Ocean.) good idea of what our distance throughout their
to the same realisation. Personalisation done guests like and what stay and then presented
“People are becoming properly reaps huge they like to do.” Once them with a series of
more interested in their rewards for everybody. embedded, unlike in a portraits upon check-out.
inner wellbeing: happiness, hotel, guests staying
fulfilment, connection,” he Showing just how far you in Ultima Collection On a recent visit to the
says. For his company that can take this premise, residences have the JW Marriott Maldives
means there is a growing Untold Story Travel’s staff all to themselves I was impressed
emphasis not on where “Journey to Yourself” so they get their full when restaurant staff
they should travel, but why. maps a client’s DNA attention. The company unilaterally listed my
so the tour operator can stock wardrobes dietary requirements –
To better understand the can create an intimate with clothes and ski I had provided them to
motivations of individual journey into their own gear ready to wear and sister Marriott property
clients and recommend ancestry. Still, little even organise bespoke the St Regis Maldives
trips accordingly, in 2021 gestures can also have medical procedures Vommuli Resort on a
the company will ask them a big impact – the such as DNA testing and visit a year earlier.
to take a new online VIP company might consult illness screening.
test devised by two travel- a client’s staff to have a Another agreeable
focused psychologists. favourite type of pillow Hotels that build culinary approach is
It will analyse “values”, waiting in their suite. up detailed guest taken at Twin Farms in
“interests” and “personality” As co-founder Chris profiles have endless Vermont, where there
to underpin truly bespoke Brunning says: “Small opportunities to are no menus. Instead,
trips far removed from personal touches make a personalise their chefs create dishes
those listed in mass- lasting impression.” experiences. With stays for every guest based
market holiday brochures. only offered to a select on a consultation form
Jamsheed Pocha, few club members, “the they fill in prior to arrival.
When it comes to the co-founder of travel about leaving his familiar Ultima Collection also world’s first itinerant In Kenya, Roar Africa
elite travel sector, it’s an and lifestyle agency the office behind on an takes personalisation hotel”, 700,000 Heures gifted one client her
approach that makes Pelican Club, believes extended Caribbean extremely seriously. – which moves to a dream birthday bash by
sense – if the traveller has that “there are some “workation”, Pocha’s The company begins by different location every organising a Downton
the means to pay for it, things you can only team contacted his PA sending out preference six months – essentially Abbey-themed party
why wouldn’t you delight understand by knowing to replicate the setting sheets to guests 30 days caters to friends and at Finch Hattons luxury
them with an experience someone personally”. in his new seaside before arrival, asking for family, meaning there’s camp. Incongruous?
that is completely made When one client hideaway – he settled everything from food and scope to provide Certainly, but it was just
to measure? (Consider this expressed hesitation into island life nicely. pillow choices to scented every guest with a what the woman wanted.
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Globetrender, the UK’s leading travel trend
forecasting agency, is helping travel and
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coming next through bespoke consultancy
If you would like individual guidance on how to
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