Luxury tourism goes beyond just lavish hotels and first-class flights. It’s about crafting unforgettable experiences tailored to discerning travelers. SIXT.VN understands this, offering a range of premium services to elevate your Vietnamese adventure. We provide seamless travel solutions, ensuring every detail is meticulously handled.
Contents
- 1. Defining Luxury Tourism
- 2. Understanding the Luxury Tourist Market
- 3. The European Market for Luxury Tourism
- 4. Key European Markets for Luxury Tourism
- 4.1 Germany
- 4.2 France
- 4.3 United Kingdom
- 4.4 Switzerland
- 4.5 The Netherlands
- 4.6 Italy
- 4.7 Spain
- 5. Emerging Trends in European Luxury Tourism
- 5.1 Bucket-List Travel and Meaningful Experiences
- 5.2 Sustainability
- 5.3 Wellness
1. Defining Luxury Tourism
What exactly is luxury tourism?
Luxury tourism is defined as travel that offers top-tier service, unique experiences, and personalized attention throughout the entire trip. It’s not only about luxurious hotels and first-class travel anymore, but also about extraordinary destinations and authentic, unique experiences. Every element of a luxury trip is delivered with a high level of personalized service and comfort.
What elements are essential for a luxury travel experience?
With the right elements, any tourist trip could be delivered as a luxury experience. Luxury tourism extends into all market niches, including adventure, nature and ecotourism, wellness, wildlife, family holidays, and solo trips. What sets a luxury trip apart are quality of service, personalization, and high-quality accommodation. This often means that luxury holidays are tailor-made by specialist tour operators who build close relationships with their buyers, ensuring a deep understanding of their needs and desires.
Luxury tourism is also characterized by high prices and by wealthy individuals who have big budgets for travel. These “high net worth individuals” (HNWIs) expect to pay more for the quality of travel experience they want. While they are willing to pay a premium, they have very high expectations of service providers and will be dissatisfied if those expectations are not met.
What are some examples of luxury holiday providers?
Table 1: Examples of Luxury Holiday Providers and Their Market Positioning
| Luxury Holiday Providers and Their Unique Selling Points (USPs) | What Makes It Luxury? |
|---|---|
| Royal Chundu Luxury Zambezi Lodge, Zambia “An authentic Zambian experience that uplifts both traveler and community.” | A tranquil hideaway on the banks of the Zambezi River, 30 kilometers from Victoria Falls, with two lodges offering river views and ten river lodge suites set amongst the trees, providing seclusion and peace. Four spacious villas are located on a private island in the middle of the river. Guests can partake in exclusive activities like photographic safaris, helicopter flights, sunset cruises, and canoe rides on the river. The lodge supports local community development programs, and guests are encouraged to visit schools and villages. |
| Fenyan Ecolodge, Dana Biosphere Reserve, Jordan “Authentic Bedouin hospitality and natural beauty.” | An award-winning ecolodge in Wadi Fenyan. This small, solar-powered lodge features peaceful courtyards and terraces. After dark, the lodge is lit by hundreds of candles. Solar power provides hot water. Beds are low and comfortable, draped with luxurious Syrian silk fabric. Complimentary water is provided in elegant clay jars. |
| Limalimo Lodge, Simien Mountains National Park, Ethiopia “A wonderful escape.” | The lodge is perched on the edge of an escarpment with stunning views, combining simple luxury and elegant designs. It promotes sustainable tourism through minimal environmental impact and by supporting local communities. This small boutique hotel offers tranquility, comfort, space, and wildlife watching. There is no internet, encouraging guests to enjoy the mountains and atmosphere. |
| Clouds Mountain Gorilla Lodge, Bwindi Impenetrable Forest, Uganda “It is remote. It is beautiful. It is intimate.” | The lodge is remote, located above the clouds in southwest Uganda. Accommodation is in “cottages,” each with a private living room and wood-burning fireplace. Located near a walking trail in the mountains, it offers views over the Virunga volcanoes. Massage services are available. It is community-owned, supporting local projects. |
| Pikaia Lodge, Santa Cruz Island, Galapagos Islands, Ecuador “Transformative experiences are the new luxury” | Pikaia Lodge features beautifully furnished rooms with panoramic floor-to-ceiling windows and private terraces or balconies with far-reaching views. Rooms have a 40” TV and DVD player, and a Bluetooth soundbar speaker. Activity packages include private transport around the islands, land excursions, and marine excursions on a private yacht. A naturalist guide is available for the entire stay, along with wetsuits, snorkeling equipment, mountain bikes, a Pikaia Lodge rucksack, water bottle, and complimentary satellite Wi-Fi. |
| Nayara Tented Camp, La Fortuna, Costa Rica “A place of nature with unending adventure and relaxation.” | Located in the Arenal National Park, in an area of restored rainforest and a sloth sanctuary. The camp focuses on natural beauty, intimate spaces, and connecting with nature, with a commitment to sustainability. The spacious tents are inspired by African safaris, designed to maximize views and minimize your footprint. Each tent features a plunge pool fed by natural hot springs and a private terrace, complimentary daily yoga, and a weekly bird-watching tour. Voted Central America’s best resort in the 2022 Travel & Leisure Awards. |
| Onguma The Fort, Etosha National Park, Namibia “Experience the wildness of the bush in all its splendor… surrounded by raw beauty inside and out.” | The Fort was built to take advantage of spectacular sunset views over an extraordinary landscape, waterholes, and the Etosha Pans. Its raw walls are a defining feature: classic Africa inspired by Moroccan and Indian influences. Activities include game drives, sunset drives, interpretive bush walks, the Onkolo bird hide, and massage therapy. Sustainability and conservation are built into all aspects of the Fort’s activities. |
| Raas Chhatrasagar, Jodhpur, Rajasthan, India “Captures the romance of safaris in luxury tents, homes away from home.” | Inspired by safari campaigns during the Rajput era, when luxury tents became mobile mini-palaces. The luxury camp is situated in a reserve with more than 200 bird species. The experience focuses on bird watching, farming communities, walking, and rewilding. Local organic produce is served whenever possible, with sustainability embedded throughout the property. The resort offers experiences such as a bush lunch, farm visit, private cooking session, and wellness experiences. |
Source: Acorn Tourism Consulting
Is luxury tourism subjective?
Yes, luxury tourism is subjective. What constitutes luxury for one traveler may not meet the needs of another. For example, a five-star safari resort might be luxurious for one person, while another may prefer a private, exclusive safari lodge with a dedicated Michelin-starred chef, helicopter transfers, and private guided game drives.
How does the hierarchy of needs pyramid apply to luxury tourism?
The hierarchy of needs pyramid illustrates the levels of demand in luxury tourism. As a luxury consumer moves higher up the pyramid, they require a higher level of luxury, and the population of luxury tourists becomes smaller.
Source: Acorn Tourism Consulting
Is luxury travel becoming more mainstream?
Yes, luxury travel is becoming more mainstream as more consumers seek unique and authentic experiences. This presents opportunities for local operators to appeal to a luxury market by providing exceptional personal service. SIXT.VN is positioned to provide excellent service to local and international travelers.
2. Understanding the Luxury Tourist Market
What are the different segments of luxury tourists?
Luxury tourists travel for leisure or business, or a mix of both. There are six main types (or “tribes”) of luxury traveler, each with a different level of wealth and travel behavior:
Table 2: Luxury Traveler Types
| Luxury Traveler Type | Market Size (%) | Characteristics |
|---|---|---|
| Always Luxury | 4% | – Money is no object. Luxury is part of their everyday lives. They are either millionaires or billionaires. – Luxury is a minimum requirement. – Luxury is essential for a stress-free, comfortable life. – Travel first class or by private jet and stay in top suites/rooms at the best hotels. – Most likely to use specialist luxury travel experts to plan their trips. Ideal trip: stay in a five-star resort in the south of France, with golf, wellness and gourmet wining and dining. |
| Special Occasion | 20% | – Although they are reasonably wealthy, luxury is a treat. – Look for the “wow factor” in their travel experiences. – Will use loyalty points to upgrade travel class, redeem fine dining options or take spa treatments. – Willing to compromise on comfort levels to have an amazing travel experience. Ideal trip: wellness break at a luxury retreat in Thailand. |
| Bluxury | 31% | – “Bluxury” = business + luxury. – Business is the main purpose of their trip, but they want to make the most of their time when business is done. – Typically have senior roles in a business and so enough income to extend trips for luxury leisure. Ideal trip: fly the family to Vietnam for a luxury trip; or extend their stay in a European city for top-class leisure experiences such as shopping, dining and entertainment. |
| Cash Rich, Time Poor | 24% | – Travel when they are able to. Their plans may change at the last minute, so they value flexibility. – Likely to use specialist tour operators to take care of all the details, and willing to pay for this. – Value privacy in their leisure time so that they can reconnect outside of their busy lives. Ideal trip: two-week luxury safari and beach holiday in Tanzania. |
| Strictly Opulent | 18% | – Seek the best and most glamorous travel experiences. – Like to share their experiences on social media – they want to be seen to be having fun, living life to the full and indulging themselves. – Use influencers to find out how to enhance the luxury on their trips. Ideal trip: rent a luxury yacht for a group of friends. |
| Independent and Affluent | 3% | – Use luxury travel as a way to pamper themselves. – With few ties, they can be spontaneous, travel alone or with friends and like to make their own decisions. – Want their travel provider to “look after” them and help them make the right choices. Ideal trip: luxury yoga retreat in the Himalayas. |
Source: Amadeus, Acorn Tourism Consulting
What motivates luxury travelers to book a trip?
When deciding to book a luxury trip, three main motivations can come into play:
- Reward hunters: Focus on self-indulgent travel that mixes luxury with self-improvement and personal health.
- Simplicity searchers: Look for ease and clarity when they plan and travel, outsourcing decision-making to specialist operators.
- Obligation meeters: Have their travel choices restricted by other obligations in their lives, such as work, religious festivals, weddings, and family gatherings.
To read more about traveler segments and the luxury traveler “tribes” refer to the Amadeus report: Shaping the Future of Luxury Travel – Future Traveller Tribes 2030.
How does international market research segment luxury travelers?
International market research company YouGov segments luxury travelers as follows:
- All affluents: Travelers aged 18-75 with an income more than twice their country’s average.
- Young affluents: Travelers with the same high income, but aged 18-34.
In their latest report, Luxury travel post-pandemic, YouGov analyzes the travel intentions, wishes, and behaviors of these two groups on a global basis. Travel is extremely important for the “all affluents,” with 75% stating that they are “passionate” about travel (compared with a global total of 64%). Moreover, 52% consider travel their number-one topic of interest (global total 42%).
In several niches, “affluents” travel much more than the average global traveler population. They particularly favor multi-centered holidays and safari and wildlife trips.
Figure 2: Holidays Taken by Affluents in the Past 12 Months
Source: Luxury Travel Post-Pandemic, YouGov
What are the luxury travel desires of affluents and young affluents?
The same study also found that “young affluents” (who fall into the Millennial and Gen Z consumer groups) will shape the luxury travel market in the future. Their desire for luxury travel experiences is even stronger than for “affluents” as a whole.
Table 3: Luxury Travel Desires of Affluents and Young Affluents
| Luxury Travel Desires | All Affluents | Young Affluents (Aged 18-34) |
|---|---|---|
| Meaningful travel A unique experience to get close to nature/remote destination Custom tours/tailored experiences to connect with local culture and environment Ecofriendly/sustainable hotels and resorts Expedition cruise to adventurous destinations | 31% 24% 23% 18% | 30% 24% 25% 21% |
| Privacy and seclusion Villas/chalets in secluded and private locations A luxury stay on a private island | 27% 21% | 31% 25% |
| Unique and personalized Unique luxury accommodation in popular city hotspots Unique private excursions | 24% 21% | 27% 25% |
| Food and travel Michelin-star chefs/unique gourmet experiences First class travel A private yacht or luxury cruise experience A private jet/helicopter experience | 23% 21% 16% 10% | 25% 25% 21% 14% |
| Sustainability Willing to pay more for responsible, ecofriendly and sustainable trips Choose travel companies that have a strong sustainability policy | 52% 53% | 57% 57% |
Source: Luxury Travel Post-Pandemic, YouGov
What is accessible tourism, and how does it relate to the European market?
Accessible tourism ensures that tourist destinations, products, and services are accessible to everyone, regardless of their physical limitations, disabilities, or age. These improvements benefit not only those with permanent physical disabilities but also parents with small children, elderly travelers, and people with temporary injuries, as well as their traveling companions.
What are some requirements to attract luxury travelers with accessibility needs?
- Have a dedicated person to be the direct contact for clients looking to buy tourism products for their customers with disabilities.
- Ensure that luxury products for people with disabilities are up to the same high standard as those for customers with no disabilities.
- Be very clear about the facilities you can offer, such as room and bathroom sizes, walking sticks or wheelchairs, and technology for the hard of hearing.
3. The European Market for Luxury Tourism
Why is Europe an interesting market for luxury tourism?
Europe offers excellent potential for tour operators offering luxury tourism. This is because of its large population of wealthy people who enjoy traveling. Valuations of the global luxury tourism market vary, but one source estimates it at US$1,328.1 billion in 2022, expanding at a compound annual growth rate (CAGR) of 7.8%. Another research organization expects the sector to grow at a CAGR of 8.4% between 2023 and 2032, making it worth US$3.3 trillion (US$3,300 billion) in 2032. The growth rate in outbound luxury trips is projected at 6.2% over the next ten years, higher than overall travel, which is projected to grow by 4.8%.
What factors are driving the growth of luxury tourism in Europe?
This growth is driven by several factors:
- European and North American Baby Boomers have increased their spending on luxury tourism.
- Millennials are becoming increasingly important as a market, with their spending power expected to grow significantly between now and 2032.
- Numbers of younger consumers are growing. The youngest Millennials and Gen Z (aged 13-27 today) are becoming more wealthy as they establish their careers. They are aspirational and put travel and experiences before material possessions.
- The luxury cruise segment is growing. The European subsegment now accounts for 21% of cruise passengers, with half of them being German or British.
- Technological advances are making the booking of luxury holidays easier and more seamless.
How much more do luxury tourists spend compared to average holidaymakers?
It is estimated that luxury tourists spend eight times more than average holidaymakers. They are willing to spend money on the right level of luxury to suit their needs.
How many high-net-worth individuals (HNWIs) live in Europe?
Europe is home to a substantial population of wealthy citizens. In 2021, there were an estimated 5.7 million European HNWIs, which was 6.7% more than in 2020.
Figure 3: Number of HNWIs by Region
Source: World Wealth Report 2022 (Capgemini)
How do HNWIs plan to allocate their wealth?
Travel is important to HNWIs. In research conducted by Knight Frank, almost two in five (39%) stated that they were planning to increase the amount they spend on travel.
Figure 4: How HNWIs Plan to Allocate Their Wealth in 2023
Source: The Wealth Report 2023 (Knight Frank)
What are some tips for serving the luxury market?
- Do not assume luxury travelers only care about privilege and privacy. They are often engaged, visiting local restaurants, enjoying local experiences, and concerned about sustainability, local communities, and the environment.
- Understand that luxury travelers come in many forms, with varying levels of luxury and service requirements.
- Recognize that the need for exceptional personal service is common to all luxury travelers.
4. Key European Markets for Luxury Tourism
Which European countries offer the most opportunities for luxury tourism?
Based on outbound tourism numbers, HNWI numbers, and demand for luxury experiences, the European countries that offer the best opportunities for luxury tourism in developing destinations are Germany, France, the UK, Switzerland, the Netherlands, and Italy.
Figure 5: Top 25 Markets by HNWI Population
Source: World Wealth Report 2022 (Capgemini)
4.1 Germany
How many HNWIs live in Germany?
Germany has the world’s third-largest population of HNWIs, after the US and Japan: 1.6 million in 2021. That was 6.4% more than in the previous year. Germany also ranks third for the number of billionaires, after the US and China. And Germans have generous holiday leave: an average of 30 days a year, plus ten public holidays. That enables luxury travellers to take longer trips.
What are the preferences of German luxury tourists?
German luxury tourists are very keen on five-star hotels and top-level comfort. For them, that is the most important consideration. More than any other Europeans, they like to book luxury villas and holiday homes. They also respond favorably to sustainability efforts.
Germans also value unique experiences and quality time with their families. They like a mix of traditional tourism products and new, modern elements. Luxury cruises are popular with German high-end tourists. Those under the age of 30 prefer leisure cruises, while those under the age of 50 prefer an expedition cruise.
What are the key findings about German luxury travelers?
Research shows that 70% of German luxury travelers are interested in staying in more than one country or destination. Young luxury travelers are more interested in long-haul destinations like the Caribbean. In addition, 72% of Gen Z and Younger Millennials purchase luxury experience products.
What do German luxury travelers value?
Digitalization is important, as is personalization, individual service and comfort. And so too is sustainability: German travel businesses in the luxury sector regularly review their sustainability credentials to check that they meet customer expectations.
Wellness is important, too, so they expect travel advisers to be well informed about wellness services at the destinations they choose.
What types of holidays are German luxury travelers particularly keen on?
Luxury travelers from Germany are particularly keen on:
- Beach-based luxury holidays (56%)
- Learning new things and experiencing something new (36%)
- Improving their health and wellness (27%)
- Specially tailored personal experiences (20%)
4.2 France
How many HNWIs reside in France?
France is home to 775,000 HNWIs, an increase of 8.5% since 2020. They are avid travelers and enjoy taking many different types of holidays, including cultural, wellness and extended family trips. However, the local political situation is an important factor for them when choosing a destination. They also like the personal touch, so they value booking with a travel adviser (39%).
What factors deter French luxury travelers from visiting a destination?
An unfavorable climate and temperatures can be a deterrent for this group.
What types of holidays are French luxury travelers interested in?
They often show an interest in multidestination holidays, like Sri Lanka and the Maldives or, in Thailand, Bangkok’s culture combined with Phuket’s beaches.
What are the key findings about French luxury travelers?
Following the pandemic, they plan to spend more on travel experiences (63%).
What do French luxury travelers value?
French luxury travelers are particular keen on:
- Having a wide range of activities available (21%)
- Visiting remote destinations (21%)
- Doing things that few other people can do (10%)
4.3 United Kingdom
How many HNWIs are there in the United Kingdom?
The UK’s HNWI population grew by 6.3% in 2021, to 609,000 individuals. And their total wealth grew by 7.4%.
What are the spending habits of British luxury travelers?
British luxury travelers are big spenders on their holidays. Almost seven out of ten now intend to spend more on these trips than before the pandemic (69%). That is the highest figure in Europe. Only 3% intend to spend less. These travelers state that they prefer to spend their money on experiences rather than luxury goods (71%). That is also the highest rate in the countries we are profiling.
What types of destinations are popular among British luxury travelers?
Beach, city and rural/countryside destinations are popular with British luxury travelers.
What factors are important to British luxury travelers when choosing a destination?
They are very concerned about their personal safety on holiday, and about local politics and customs. As well as favoring less crowded destinations, they value local attractions and good facilities (35%).
4.4 Switzerland
How many HNWIs live in Switzerland?
Switzerland was home to 479,000 HNWIs in 2021, 4.3% more than in 2020.
What are the travel preferences of Swiss luxury travelers?
Most Swiss luxury travelers plan to spend as much on their holidays now as before the pandemic (57%), while 35% intend to spend more. They are keen on activities when they travel and prefer customized itineraries. Generally, they favor short-haul destinations. These include Egypt and Turkey.
How important is sustainability to Swiss luxury travelers?
Sustainability is also important. This group is highly likely to state that poor sustainability credentials will deter them from visiting a destination.
4.5 The Netherlands
How many HNWIs are there in the Netherlands?
The Netherlands is home to 328,000 HNWIs. Their number rose by 9.4% from 2020 to 2021, the highest growth rate of any of our profiled countries.
What are the general travel preferences of Dutch people?
Little specific information is available about the Dutch luxury tourist. In general, however, Dutch people are very keen on travel – 85% of them take tourist trips for personal reasons. They are keen on developing destinations like Turkey, Thailand, Malaysia and India.
What languages do Dutch people typically speak?
Many Dutch people speak several languages quite well, particularly English.
What factors are important to Dutch travelers when planning their holidays?
They are interested in other cultures and are careful with their money, so they look for good value. They are well-organized when it comes to planning their holidays, often researching trips up to six months in advance. And they are very comfortable using the internet to book; relatively few Dutch people use traditional travel agents these days.
4.6 Italy
How many HNWIs reside in Italy?
Italy’s HNWI population was 322,000 in 2021, an increase of 7.1% compared with 2020.
What types of holidays are popular among Italian luxury travelers?
Italian luxury travelers are keen on beach holidays and cruises. They are also like wellness breaks, which are a growing trend in Italy.
What factors can deter Italian travelers from visiting a destination?
Poor food and “unfamiliar” local cuisine can be a deterrent for the Italian market. This group is health and safety conscious and expects travel advisers to be fully up to date on issues like Covid-19 at a destination.
What are the key findings about Italian luxury travelers?
More than half (57%) of luxury travelers from Italy plan to spend more on their holidays now that the pandemic is over.
What do Italian luxury travelers value?
Italian luxury travelers particularly value:
- Experiencing different cultures (33%)
- Learning new things and experiencing something new (34%)
- High-quality services (26%)
- Improving their health and wellness (29%)
- Visiting remote destinations (21%)
4.7 Spain
How many HNWIs are there in Spain?
Spain had almost 250,000 HNWIs in 2021, 4.4% more than in 2020. Spanish luxury travelers enjoy a variety of destinations. In Asia, Singapore, Thailand and the Philippines are popular.
What do Spanish luxury travelers value?
Luxury travelers from Spain particularly value:
- Experiencing different cultures (33%)
- Once-in-a lifetime experiences (28%)
- High-quality services (27%)
- Visiting remote destinations (29%)
5. Emerging Trends in European Luxury Tourism
Which trends offer the most opportunities in the European market?
The key trends currently shaping the luxury tourism segment include “bucket-list travel” and “meaningful experiences”. Sustainability and conservation are also more and more important. Wealthy travelers like to know that their travel habits will not harm the environment. Today, most luxury hotels and resorts are sustainable to a high level. Wellness is another major trend for affluent consumers, who want to refresh mind and body while traveling. In the future, wealthy young consumers will drive the growth of luxury travel.
5.1 Bucket-List Travel and Meaningful Experiences
What are the changing motivations and behaviors of luxury travelers?
In the past, luxury travel largely centered on high-quality hotels and resorts that offered privacy and luxury. But motivations and behaviors are changing. Experiences and activities that are local, authentic and immersive are now highly sought-after. Luxury travelers are also looking for unspoilt destinations.
Why are luxury travelers willing to pay for personalized experiences?
As a selective group with defined needs, these tourists are particularly willing to pay for experiences that can be personalized to their needs.
What are young luxury travelers looking for?
Young luxury travelers (Millennials and Gen Z), in particular, are in search of authentic and immersive experiences. This is in line with general tourism trends. Tailor-made experiences and personal touches like a dedicated contact person or a private transfer are good services to offer them.
What is the importance of enrichment for older luxury travelers?
As the traditional luxury traveler matures and ages, their needs become more about enrichment and less about materialism. Older luxury consumers (Baby Boomers, Gen X) can buy anything they want and need. What they cannot buy in the shops is the feeling you get from doing something different, or learning something new. But they can get this from immersive, authentic luxury travel.
What is bucket-list travel?
Bucket-list travel is particularly popular with older travelers, and is often linked to meaningful travel. The name refers to things people want to do “before they kick the bucket” – a phrase often used in Europe and North America, meaning “before they die”. Bucket-list experiences tend to be more adventurous than most and involve travel to more remote places.
What are examples of bucket-list experiences?
They are also experiences that have a personal meaning to the individual traveler. That makes it hard to name “typical” examples. One person’s bucket list might include exploring Angkor Wat in Cambodia or the temples of Bagan in Myanmar. Another might dream of climbing Mount Kilimanjaro in Africa.
5.2 Sustainability
How important is sustainability to European consumers?
These days, sustainability in tourism is a must for the European consumer. And luxury travelers are no exception. In Booking.com’s Sustainable Travel Report 2023, 80% of respondents state that traveling more sustainably is important to them. And 76% agree that there is an urgent need to act now to save the planet for future generations.
Are luxury travelers committed to sustainability?
Luxury travelers are committed to sustainability, too, and are prepared to pay more to reduce their impact on the planet and people.
How are luxury hotels and resorts incorporating sustainability?
Almost all luxury hotels and resorts have made sustainability part of their business philosophy. In general, their websites very clearly state what they are doing. In fact, many put sustainability at the forefront of their credentials. Six Senses Bhutan, for instance, claims on its home page that it “preserves and protects the world’s only carbon negative country” – a very bold statement indeed.
Why is wildlife and habitat conservation important in many African countries?
In many African countries, wildlife and habitat conservation are important local issues. On its website, Mfuwe Lodge in Zambia promotes its 27 years supporting conservation and working to empower communities. Images of elephants passing through the reception area on their way to mango trees show a natural interaction between wildlife and humans.
Figure 6: Elephants at Reception – Conservation at Mfuwe Lodge, Zambia
Source: Mfuwe Lodge
How can businesses gain a competitive edge by embedding sustainability?
Embedding sustainability and publicizing your activities in this area will give you a competitive edge when targeting the luxury traveler.
5.3 Wellness
How important is wellness to the luxury market?
Wellness is a major global trend, and highly sought-after by the luxury market. Luxury travelers often seek to rejuvenate mind and body whilst on their travels. Many choose to stay in health and wellness retreats, and take part in a wide range of wellness activities. In a survey conducted by American Express in 2021, [76% of respondents said that they would spend more on travel to improve their well-being](https://about.americanexpress.com/newsroom/press-releases/news-details/2021/Amex-Trendex
