What Is the New Luxury?

Travel is an ever-changing phenomenon; it moves this way and that, tracking the mood of society as a whole. A leading tour operator like Kuoni has a special interest in the developments that are taking place among post-modern target groups. They are the vanguard; their trust and direction really matter.

In 2008 we had monitored that the concept of „luxury“ had been redefined at the high end. The affluent have embraced new values; trendsetters and opinion-formers seem to be looking less at the superficial value of products and services, and thinking in more depth about the realm of individual experience. There is a renaissance in personal values like responsibility, knowledge, trust, sustainability, and time.

Intensity of experience is a growing factor in the premium segment, and that could signify a boost for travel as a luxury industry. That is because a journey is inherently an experience. Unlike the multitude of premium products that remain beholden to fashion, the journey offers a lasting personal memory that satisfies today’s growing desire for enduring values.

With this in mind, Kuoni has formulated a “Manifesto for a new travel culture” as core part of its Brand Report 2008. The document reflects Kuoni’s redefined brand values and outlines the company’s strategy for meeting the changing expectations of today’s most discerning travellers. It is a commitment to further shape the future of travel.