Audley Travel, a tailor-made travel specialist, recently conducted research to determine what constitutes a luxury holiday experience. The study revealed that individuals have varying preferences when it comes to defining luxury, with many highlighting the importance of spending time in nature and with family.
According to the findings, almost a third of respondents (29%) felt a sense of opulence when spending time in nature. Additionally, 38% of participants stated that time spent with family on holiday was the ultimate luxury for them. These results highlight the personal nature of luxury, with different individuals finding value in different experiences.
The research also explored what activities and amenities people associate with luxury during their holidays. For 60% of respondents, the classic combination of indulging in delicious food and relaxing by the pool was a key aspect of luxury. Exploring new places and immersing themselves in different cultures was also important for 46% of participants. Additionally, 18% of respondents considered indulging in a good book and meeting local people as aspects of luxury. Furthermore, being away from crowds and spending time alone were deemed luxurious by 31% and 14% of individuals, respectively.
Despite these personal preferences, the study found that planning a trip to please others can often diminish the feeling of luxury. For example, deciding on a destination that satisfies everyone’s desires can be challenging, with 35% of participants stating that they struggled to fulfill their companions’ wishes. Moreover, 21% of respondents attributed this challenge to the differing interests of family and friends, while 20% found it difficult to identify a destination that meets everyone’s needs. To overcome this issue, 34% of people expressed interest in seeking advice from someone who had previously visited the destination to better plan their trip and avoid conflicts among the group.
Nick Longman, the CEO of Audley Travel, emphasized the importance of personalization in creating a luxurious experience. He noted that designing a trip with an Audley expert allows individual and group preferences to be taken into account. Longman gave the example of Cape Town, where some visitors prefer to hike up Table Mountain, while others opt for the cable car or enjoy the view from the base. By catering to different preferences, Audley Travel ensures that every traveler has their “wow” moment.
When it comes to selecting holiday destinations, the research discovered that 43% of respondents searched online for inspiration, while 35% preferred to revisit familiar destinations. Recommendations from friends and family also played a significant role, influencing the decision-making process for 31% of participants. Additionally, 19% of respondents were drawn to far-flung, exotic locations, and 18% specifically sought out unusual destinations. However, an equal number of participants preferred to stay within a short flight of the UK.
In conclusion, the luxury holiday experience is subjective and varies from person to person. Spending time in nature and with family were highlighted as being particularly luxurious. Indulging in delicious food, exploring new places and cultures, and enjoying personal moments of solitude were also deemed luxurious by respondents. However, planning a trip to please others can be challenging, leading to potential conflicts. To ensure a truly luxurious experience, personalized itineraries and expert advice can play a crucial role in meeting individual and group preferences.