Like so many concepts in today’s global travel industry, the definition of luxury travel has changed. In the last five or so years, travelers - many of which are millennials or even younger - have made the move away from the posh hotels, lavish resorts, and all-inclusive nature of these bookings to a more unique, culturally experience when it comes to luxury travel. Not that long ago, a vacation to Mexico might have meant lazy days by the pool, surf lessons, and perhaps a guided tour of an open-air market not far from the resort. But today, with the rise and proliferation of social media, travel review websites, and mobile apps, luxury travel means leaving the hotel behind and experiencing the heritage and diversity of a destination through unique, individually-curated activities.
While this is an important development for travel agencies, travel management companies, and other major players across the value chain, it’s particularly relevant for tour operators in how they source and position tours and activities.