This Growing Luxury Travel Trend Offers Tourists A Unique And Bespoke Experience

There is a buzzword on social media at risk of being overused to describe anything that has been made fancier, or more sophisticated — from a hairstyle to a grilled cheese sandwich. When applied to the context of travel, however, the word "elevated" identifies a very specific trend that marks a rising shift in preferences by discerning travelers toward journeys that leave a more lasting effect on the traveler, and a lighter footprint on the destination. According to trade publication Travel and Tour World, "This new wave of [elevated] tourism focuses on offering affluent travelers exclusive, luxury-filled experiences that go beyond traditional vacations."

Another term doing the rounds on social media is "quiet luxury," as in opting for discreet branding that does not flex the designer or the price of an item, but relies on timeless quality and workmanship. This marriage between quiet and elevated luxury is shaping the outline of an emerging tourism trend that is attracting a growing number of travelers.

In its annual Vacation Confidence Index, insurance group Allianz Partners said that "today's travelers are seeking more intentional, enriching experiences. These elevated travel choices reflect a deeper desire for balance, personalization, and meaningful time away." Thankfully, with a little research and advance planning, you too can make sure that your hard-earned travel dollars go toward elevating your experience to another level.

According to a survey by Fortune Business Insights, the global luxury travel market is expected to keep growing by 8.56% per year to reach $4.83 trillion by 2032. The study identifies the rising popularity of personalized experiences as one of the drivers of growth, highlighting: "Travelers are increasingly attracted to authentic experiences, such as engaging with local communities, exploring hidden gems, and participating in cultural festivals." 

With that in mind, personalization in luxury travel can no longer be limited to simply ticking off boxes on a client's wish list or knowing the guest's birthday and how they take their coffee. It is now more about understanding and responding to the intention behind taking a certain trip, and even allowing room for learning and growth along the way. After all, the idea of how a journey begins can develop into an entirely different trip when it turns into reality.

In other words, long after the tan lines have faded and the photos have been pushed down by dozens of new posts on their Instagram feed, it's about travelers coming back with a far more unique and valuable souvenir: self-enrichment.

In the past, travel advisors would match the luxury traveler to the trip — similar to choosing a dish from a preset menu — but the paradigm has shifted. Today, savvy customers are looking for the trip to match the traveler, meaning that the meal is not only created to fit the purpose, but the traveler is right there in the kitchen helping prepare it. Sometimes quite literally, as in learning how to make empanadas alongside a chef during a luxurious stay in a vineyard in the heart of Argentina's wine country. Opulent luxury is out; elevated authenticity is in. 

Tourism professionals and destinations are capitalizing on this shift. For history buffs, Albania offers ​​private archaeology tours of UNESCO sites. If you are interested in wildlife, a stay at an eco-conscious safari lodge in the heart of an African national park could be a dream come true. Elevated travelers also seek to give back to the places they visit where practicing sustainable tourism is important. Travelers can even opt to leave these places better than they found them through "regenerative travel" experiences that engage with local community-driven initiatives or conservation programs, contributing to a cycle where both the visitor and the visited can benefit. 

The trend ultimately appeals to a new echelon of travelers that places a premium on connection, learning, and philanthropy. Elevated travel redefines luxury as something that is designed from the inside out — a lifetime experience that's not influenced by external expectations, and isn't limited to a prescribed set of items to be crossed off a bucket list.