Six top-tier 'covert journey' luxury European locations, including Menorca and Slovenia
Luxury Travel Shifts Towards Privacy and Exclusivity in 2023
In the world of high-end travel, a notable shift has emerged. Jaclyn Sienna India, CEO of Sienna Charles, a travel consultant for billionaires and the global 1%, has observed a trend towards more private and exclusive travel destinations. This trend is echoed by Melissa Biggs Bradley, founder of Indagare, a high-end travel company.
Traditional luxury hotspots such as Le Club 55 near St Tropez, Cala Jondal in Ibiza, and Nammos Beach in Mykonos have taken a backseat to destinations that offer privacy and exclusivity. Luxury travelers are now favoring lesser-known, remote locations that offer seclusion and upscale amenities.
Notable destinations include Lake Orta in Italy, Corsica in France, Patmos in Greece, Menorca in Spain, Slovenia, the Dolomites in Italy, and private Caribbean islands like Como Parrot Cay and Jumby Bay Island. These places are preferred over traditional luxury hotspots such as Lake Como, Cannes, Mykonos, Mallorca, and Saint Barth’s, reflecting a strong trend in "stealth travel" where anonymity and exclusivity are the primary desires of wealthy travelers.
Luxury hospitality brands are responding by offering villa-style resorts and experiences that emphasize privacy and exclusivity. These destinations require effort to reach and are less accessible to the masses, catering to clients who seek seclusion and intimacy. This shift marks a move away from the ostentatious displays of wealth towards more understated, private luxury experiences.
Hotels are also creating more stand-alone accommodation, like cottages, to provide the privacy of a villa rental within a resort. Legacy hospitality brands are building resorts in next-great destinations and designing them with privacy-first blueprints.
In Europe, travelers are avoiding crowded tourist hotspots and preferring tranquil lakes and secluded retreats. This reflects a broader demand for experiences that combine nature, exclusivity, and culture.
Some themed luxury travel experiences, like exclusive James Bond-inspired tours, provide VIP access and high-adrenaline activities while maintaining privacy for elite travelers.
In summary, luxury travelers in 2023 prioritize privacy and exclusivity by choosing lesser-known, remote destinations offering seclusion and upscale amenities, a trend firmly rooted in stealth travel preferences. This shift towards privacy-focused travel destinations is affecting the expansion strategies of legacy hospitality brands. Anonymity is a key aspect of luxury travel for many affluent travelers, with influencers now taking over the role of showcasing status in travel. Stealth wealth has given way to stealth travel as a trend among the most affluent travelers.
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- The arts, lifestyle, and home-and-garden sectors are anticipated to adopt a trend similar to luxury travel, emphasizing secluded destinations and private experiences, aligning with the growing preference for stealth travel among the affluent.
- Amidst the rush of travel to traditional luxury hotspots, the demand for travel experiences that blend exclusivity, nature, and cultural exploration in lesser-known locales like Lake Orta, Corsica, or Patmos is on the rise for travel admirers of the arts, lifestyle, home-and-garden, and travel enthusiasts alike.
