With all the advancements in technology and transportation, there are very few places left in the world today that would be considered unreachable. There is, however, a destination that a limited number of travellers have had the privilege to explore, which is about as close to unreachable as one can get these days. A destination considered to be one of the world’s last frontiers. That destination is the North Pole. 

The expectation of luxury and prestige and what it means has experienced an evolution, as consumers now desire hard-to-access and more immersive experiences where they can really feel, see, taste and touch a destination. As expense no longer exudes status, according to a report by the Global Wellness Institute, ‘Having the best used to mean seven-star service. Now, status-hungry consumers seek off-the-grid experiences that convey prestigebecause they are unique and in contrast to traditional luxury.’

Travellers are by and large adventurous people, always dreaming about and planning the next big trip. The constant desire to visit new and far-flung. Once the well-worn tourist trail has been explored, the focus shifts, and the desire to discover new frontiers and destinations that seem a little more off-the-beaten track begins to take hold. What we are seeing is more and more travellers going in search of adventures to places where it feels as though they’re breaking new ground – a first… amongst their friends and peers if nothing else! But they’re also looking for safety and peace of mind while there, and an important aspect is that comfort is key.

Seabourn Pursuit, the second of two luxury, purpose-built expedition ships to be operated by Seabourn, has been confirmed to sail the Kimberley coastline in mid-2024.

   It’s no secret that since the pandemic, the demand for travel has reached exceptionally high levels. What has taken many forecasters by surprise, however, is the rise in popularity of the luxury travel market. Not only is demand surpassing pre-pandemic levels but, in many instances, so too is average spend.

 Welcome to the first of my regular columns with LATTE. I look forward over this time to sharing with you thoughts on the new era of travel we find ourselves in, current market and customer trends in the luxury space and insights to grow your luxury market.