More and more wealthy individuals are spending millions of dollars to seek out secluded, quiet travel destinations and have meaningful experiences.
Quiet luxury, or "subtle luxury," is a high-end fashion trend. This trend has now extended to travel, with wealthy individuals opting for quiet, luxurious destinations to connect with family or seek healing instead of glamorous ones.
More and more people are willing to spend $2.2 million to fly to Antarctica for skiing or to hunt polar bears in the remote Svalbard archipelago, Norway, for $300,000. Many wealthy individuals are also willing to spend $100,000 for a tour following snow leopards in the Himalayas with renowned explorers.
Chessboard Peak, where billionaire Bill Gates visited on March 6th. Photo: Nguyen Dong
Jaclyn Sienna India, founder of the ultra-luxury travel company Sienna Charles, describes herself as a fan of quiet luxury travel. While other travelers aspire to visit prominent destinations like Paris or Monaco, Jaclyn regularly visits Ho Chi Minh City, Vietnam, once a year.
Her clients are similar. Instead of showing off their wealth, they focus more on family-connecting trips with happy experiences and a relaxed state of mind. " The world is much more stressful," Jaclyn explains the quiet luxury trips favored by the wealthy.
Remote islands in Brazil or Africa are tranquil destinations favored by many of Jaclyn's clients. Brazil isn't often the first place that comes to mind for prospective travelers. But these destinations boast rich cultures, diverse cuisines, and incredible wellness spas. In 2015, Jaclyn accompanied former U.S. President George W. Bush on a trip to Ethiopia.
Wealthy travelers desire 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 around 30 wealthy families, ranging from politicians to tech CEOs and trust fund managers. For this clientele, quiet luxury travel means exclusivity and privacy. But after the pandemic, clients want more "meaningful experiences," such as hiking with loved ones early in the morning or playing a tennis match with famous tennis player Roger Federer.
According to a 2023 report by Henley & Partners, there are more than 28,000 millionaires worldwide, including those who have invested at least $100 million. This figure is nearly 12% higher than the 2022 estimate.
The Jackowitz couple's clients never opt for conventional cruises because they prefer private yachting. The private yacht rental market is booming due to high demand, making bookings increasingly difficult. "There are a lot of people who can afford these kinds of experiences," Jackowitz says.
Beyond remote destinations around the world, wealthy travelers are increasingly turning to space tourism. Many are willing to spend millions of dollars to secure a seat on a future space trip. With the space travel trend gaining popularity, Jackowitz's husband established a dedicated division called SpaceVIP to cater to this demand.
Space Perspective plans to conduct six-hour flights to the edge of space on its spherical spacecraft next year. According to the Florida-based company, 50% of the bookings have already been made, with each flight priced at $1 million per person.
In 2023, the keyword "quiet luxury" saw a growth of 614% on Google search. The online travel platform Booking also indicated that 78% of survey participants stated they wanted anonymity while traveling, seeing it as an opportunity to reinvent themselves. Meanwhile, 73% of travelers were attracted to accommodations with unique architecture. They valued sophisticated design, high aesthetics, but also closeness to nature, sustainability, and a sense of privacy.
( By Anh Minh , according to CNBC )
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