Every year, a multitude of individuals venture beyond their comfort zones, exploring new destinations to indulge in novel sights, tastes, and experiences. While luxury hotels and resorts often offer standard amenities like infinity pools and lavish spas, many brands are striving to stand out in this competitive market by offering unique, brag-worthy activities. These experiences, tailored to individual preferences, are the epitome of personalized luxury travel.
With social media platforms showcasing the opulent lifestyles of travelers, there’s a growing desire to outshine others in the digital realm. Janelle Ruhumuliza, a travel advisor with Embark Beyond, aptly noted that ‘experiences have to surpass their previous iterations.’ This trend is not about one-upping others, but about pushing the boundaries of what’s possible in luxury travel.
Philippe Gills, who oversees the concierge team at the Langham, Chicago, shared an interesting insight. He said, “We have guests who are almost aggressive in their pursuit of unique experiences… Even if they’ve done something before, they want a fresh take on it, so we have to be innovative.” This demand for hyper-customization is a key trend in luxury travel, with hotels and resorts offering personalized trips that cater to individual interests and needs.
Travelers are looking for experiences that up the ante on all fronts, from activities and experiences to exclusive access and locations. Whether you can heli-hike on a remote Vancouver Island in Canada or curate your own perfume in southern France, luxury hotels and resorts are ready to help you create a personalized trip that fulfills all your dreams.
Luxury hotels have historically offered a variety of activities and experiences to guests, but many today are setting themselves apart from the pack by offering guests a bit more prestigious trip. Managing director of Aman, Olivier Lordonnois, oversees the luxury resort company’s US properties, saying, “We are constantly trying to find cool things for our guests to do,” which could be an invitation to an artist’s private studio to learn their artistic process ($7,500) or master fish butchery and handmade sushi ($750).
Many resorts across the globe offer a selection of activities included in the room rate, making extra effort to develop additional offerings. “Guests are paying a high room rate, so we need full programming and activities on the calendar,” said Corey Lens, the assistant general manager of Hidden Pond in Kennebunkport, Maine. This means you can vacation with forest bathing sessions, watercolor lessons, and visits to orphaned owls, turtles, and other wildlife with no additional charge while still being able to personalize your trip with extra sessions and add-ons.
Personalizing experiences also include exclusive access and locations. In the Windy City, where the architect Frank Lloyd Wright established himself, travelers staying at the Langham can immerse themselves in an intensive three-hour tour that includes a chauffeured ride to Oak Park, which has the highest concentration of Wright-designed houses in the world, as well as the architect’s home for $1,240. Travelers looking for relaxation in a more natural landscape can head to Alila Hotels and Resorts, which opened in Encinitas, California. “It’s this little beach town that’s always been known as a surf destination, always been known as laid-back and friendly,” said Emily Teachout, marketing director for the 130-room Alia Marea Beach resort.
With travelers wanting to be taken care of and have everything provided and arranged for them, hotels are now seizing every opportunity to deliver personalized experiences with a unique touch.
