More and more wealthy people are spending millions of dollars to find quiet, secluded tourist destinations and have meaningful experiences.
Quiet luxury is a high-end fashion trend that has now spread to tourism, with the wealthy opting for quiet, luxurious places to reconnect with family or heal instead of flashy destinations.
More and more people are willing to spend $2.2 million to fly to Antarctica to ski or $300,000 to hunt polar bears in the remote Norwegian archipelago of Svalbard. There are also many wealthy tourists willing to spend $100,000 to follow snow leopard footprints in the Himalayas with famous explorers.
Ban Co Peak, where billionaire Bill Gates visited on March 6. Photo: Nguyen Dong
Jaclyn Sienna India, founder of luxury travel company Sienna Charles, is a self-confessed fan of quiet luxury travel. While other travelers want to visit flashy destinations like Paris or Monaco, Jaclyn regularly visits Ho Chi Minh City, Vietnam once a year.
Her clients are similar. Rather than showing off their wealth, they are more focused on trips that connect families with happy experiences and ease their minds. “ The world is a lot more stressful,” Jaclyn explains of the quiet luxury trips the wealthy take.
Remote islands in Brazil and Africa are popular with Jaclyn’s clients for their quiet getaways. Brazil is not usually the first destination that comes to mind for those planning a trip, but these destinations have rich culture, diverse cuisine, and incredible spas. In 2015, Jaclyn accompanied former US President George W. Bush on a trip to Ethiopia.
Wealthy travelers want luxurious and meaningful trips. Photo: Amanoi
Roman & Erica is a luxury lifestyle company run by husband and wife Erica Jackowitz and Roman Chiporukha. The company supports about 30 wealthy families, from politicians to tech CEOs to trust fund managers. For this clientele, quiet luxury travel is synonymous with exclusivity and privacy. But post-pandemic, clients want to add “meaningful experiences” like early morning hikes with loved ones or a tennis match with Roger Federer.
According to the Henley & Partners 2023 report, there are more than 28,000 millionaires in the world, including those with at least $100 million to invest. This is nearly 12% higher than the 2022 estimate.
The Jackowitzs' clients never took a conventional cruise, preferring to stay on a private yacht. Now the private charter market is booming due to high demand, making bookings harder. "There are a lot of people who can afford these kinds of experiences," Jackowitz said.
In addition to remote locations around the world, wealthy travelers are also increasingly interested in space tourism. Many guests are willing to spend millions of dollars to have a seat on a future space tour. The trend of space travel is sought after by many people, so Jackowitz's husband has established a separate department called SpaceVIP to meet the needs of tourists.
Space Perspective plans to launch six-hour flights to the edge of space in its spherical craft next year. So far, the Florida-based company says, the $1 million-a-person trip is 50 percent booked.
In 2023, the keyword "quiet luxury" recorded a growth of up to 614% on the Google search engine. Online travel platform Booking also pointed out that 78% of survey participants said they wanted to be anonymous when traveling so that no one knew who they were and saw it as an opportunity to renew themselves. Meanwhile, 73% of tourists are attracted to accommodations with unique architecture. They value sophistication in design, high aesthetics but at the same time close to nature, sustainable and creating a sense of privacy.
Anh Minh (According to CNBC )
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