As demand for meaningful, culturally immersive travel continues to rise among high-end travellers, small group touring company Collette is prioritising an experience-first approach over bells-and-whistles luxury.

In a recent conversation with LATTE, Managing Director Australia Karen Deveson explained that the 107-year-old company prides itself on evolving to the needs and desires of the modern traveller. And so, rather than focusing on flashy amenities or five-star ratings, Collette instead looks for immersive, culturally-rooted experiences that don’t necessarily fall within the traditional parameters of luxury travel.

“We don’t use the word luxury,” she insisted. “We’re very mindful to not actually use that word, because we think there are so many connotations.“However, while some of the accommodation types may not offer the highest thread counts, they still have strong appeal for discerning travellers thanks to the story and sense of place each stay provides, according to Deveson.

“You might sleep in a monastery one night,” she said. “Or when you go to certain parts of Tuscany, the accommodation just isn’t what you would absolutely define as luxury. But I think it gives you a luxury feeling, because it’s unique.”

This ethos extends to every part of the journey, with each method of transportation enhancing the experience in a similar way. “Touring used to be defined by buses, and that is not what we want to be defined by,” Deveson said. “We use whatever transport is relevant to the area.”

So, for example, a visit to Paris will see guests take the metro, while in Sicily, she pointed out that a trip to Mount Etna might involve a 4WD convoy. While buses or coaches will sometimes feature, they will often be combined with a small ship cruise or alternative mode of travel.

Collette began its shift from traditional bus touring in 2008, moving away from large buses and rigid itineraries that could often see trips start and finish in the same location. Now, itineraries offer guests the flexibility they crave, according to Deveson. “You might start in Rome but finish in Milan,” she said.

It’s a proposition designed “by travellers, for travellers,” with the breadth of experiences on offer made possible through deep local expertise rather than reliance on external DMCs.

The company also prioritises service and flexibility, Deveson stressed. “When you book with Collette, you can cancel for any reason, up to 24 hours before and we’ll give you your money back, except for your deposit,” she said. “It’s not just the way you travel with us. It is how we treat you.”

With growing interest from travellers who prioritise connection and storytelling over conventional luxury, Deveson said that Collette’s evolved model positions it well within premium networks like Virtuoso, particularly for clients seeking off-the-beaten path experiences they couldn’t organise on their own.