The Luxury You Define

Luxury travel can have a deeper significance. Think of a bespoke vacation, one that aligns with your personal passions, dreams and aspirations. A trip designed to fulfil your tastes and interests. Sounds good? Once we begin to view the idea of a dream holiday as a boundless adventure refractured through this lens, all manner of exciting possibilities will come to mind.

If the key to appreciating luxury is understanding what we each desire and cherish above all and focusing on achieving it, why shouldn’t that apply to travel as well? For the most memorable and fulfilling experiences are the ones only we can dream up for ourselves.

What is the essence of luxury travel?

Luxury doesn’t need to be passive – as pleasant as fine dining, percale cotton and mimosas by the pool are, will you tell your grandchildren about them? But instead, imagine for example, a special holiday of a lifetime designed by nostalgia and personal history, It could be revisiting a favourite childhood neighbourhood, special journey or destination that holds special significance for you. Revisiting sunlit, fun-filled days when life seemed easier, with own partner or family, can forge a new set of memories to be treasured in the future. 

Or perhaps you yearn to shake things up and challenge yourself to an adventure holiday, tailored to your own personal ambitions. A safari, a desert trek, an expedition through the ice and snow – losing yourself in the heart of the natural world can be a profound and life-changing experience. Setting a challenge and achieving it – nothing beats that sense of deep inner satisfaction and self-esteem. Add in a renewed sense of wonder and awe at the sheer diversity and scale of our planet and we’re talking about a truly transformative vacation.

Today’s smart travellers seek out authenticity, experience and connection, as opposed to passive tourism. It’s all about centering oneself at the heart of an itinerary, to engage with people and communities on a real, everyday level, all the better to nourish the soul. Whether it be delving into local history, cuisine, community and heritage, real luxury is found in the smaller moments and interactions. 

And this leads into another reason to travel mindfully – being aware of one’s well-being and spiritual renewal. Weary holidaymakers know only too well the pressures of following a pre-oriented tourist itinerary, being whisked through a whirled wind of sightseeing, frantically snapping blurred photos on the way. It doesn’t need to be like this and indeed, for increasing numbers of travellers it isn’t good enough. Instead, those in the know eschew material comforts and instead seek out journeys rituals and beliefs to soothe, nurture and inspire. Whether you dream of a tranquil yoga or meditation retreat or health spa tailored to your needs, there’s a world of possibilities out there. 

Today, we travel with unprecedented awareness of our impact on the planet, on our destinations, on our comfort. From eco-friendly accommodation to supporting local conservation effort, engaging in development initiatives and making a positive benefit to local economies, there is much we can do to voyage mindfully.

So, as means and modes of travel grow ever faster, we invite you to pause with us and reflect on what it means to journey mindfully, to create a wealth of memories and stories that can be told for a lifetime. For this is the fundamental meaning of luxury travel – the privilege of broadening the mind, nourishing the senses and ultimately, flourishing with our loved ones – and ourselves.