Adventure is the new luxury: ILTM

ILTM in Asia

Relaxing and tranquil getaways are out for luxury travellers, who are instead opting for adventure and culture filled holidays.

According to International Luxury Travel Market (ILTM) marketing director Simon Mayle, while spa and luxury resorts are still in demand, post GFC the company has seen an incline in people looking for unique and behind the scenes experiences.

“The biggest trend as a direct result of the GFC is that people are evaluating and looking at their values and what they want to get out of a destination,” Mr Mayle told e-Travel Blackboard.

“People want to find out more about local cultures, they want more of an adventure and authentic travel.”

Mr Mayle added that market taking luxury vacation are generally well off in their everyday life and are travelling to destinations that challenge them.

The company’s marketing director said locations appealing to such trips include countries in Asia and South America.

Up and coming destinations such as Cambodia and India are top on the list for luxury travellers because of their rich history and beautiful resorts, while Mexico offers fun and exciting culture as well as a variety of classy boutiques.

“Cambodia covers a range of activities and is a growing destination in terms of luxury,” Mr Mayle said.

“Our buyers are all interested in Asia Pacific as well as South America.

“Brazil, Peru and even Columbia are growing in terms of level of interest.”

Mr Mayle was in Sydney last week to welcome agents and operators to the company’s yearly road show.

ILTM Cannes attracts up to 1200 products as well as 1200 buyers from up to 70 countries, while ILTM in Asia caters to up to 800 buyers and agents.