Travellers ‘willing to pay a higher price-tag’ for special interest holidays

Travel experiences centred around sporting events, wellness travel and themed itineraries are driving higher-value bookings and attracting a new – and often younger – clientele, according to industry leaders.

 

Speaking at Aspire’s Leaders of Luxury conference on June 12, Gary Franklin, senior vice-president of trains and cruises at Belmond, highlighted an “exceptional” increase in demand for rail travel since the pandemic, crediting it to a “dramatic” rise in younger guests travelling for milestone celebrations, anniversaries and proposals.

 

Belmond, which was acquired by luxury goods conglomerate LVMH in 2019, has leaned into the blend of hospitality, travel, fashion and art which, Franklin said, has enabled the brand to “appeal to different interest groups and people wanting to travel for a variety of reasons”.

 

He spoke to the strength of shared passions enhancing travel experiences, recalling some passengers who met onboard Belmond’s The Royal Scotsman and later rebooked together. 

 

Franklin said: “They were already connected through their shared interest and rail travel allowed them to slow down and have those conversations.”

 

Simon Jeffries, director of Elegant Resorts’ new sports division Elegant Sports, echoed this trend for group travel, stating that “people want to celebrate their birthdays or a big family event together, rather than receive gifts”. 

 

The sports travel sector, he added, is particularly profitable when it comes to group bookings, with events such as Formula One and the Olympics often representing “high-ticket items” which are typically paired with extended holidays. 

 

Jeffries also pointed to the complexity involved in planning these trips and securing tickets, which makes clients more inclined to book through an agent or operator. 

 

Caroline Smith, vice-president and chief marketing officer at Regent Seven Seas Cruises, highlighted the power of passion-led travel to reach new customers.

 

She reported that the line’s range of Spotlight Voyages had resulted in a “brilliant” uplift in sales and attracted a wave of new-to-cruise clients. Regent Seven Seas introduced 12 themed sailings for 2025 and 2026, featuring partnerships with Ancestry.com, luxury jewellery house Fabergé and Aston Martin Aramco Formula One. 

 

Smith said: “Often our partners bring in a very dedicated and loyal following who are new-to-cruise guests. People want to immerse themselves in their passions and they’re willing to pay a higher price-tag for that.” 

 

Toby Watfa, director and founder of specialist wellness agency Health Travel, emphasised the demand for wellness-focused holidays, describing the sector as the “fastest-growing segment of luxury travel”, with an annual growth rate of 14%. 

 

The global wellness tourism market is expected to reach $1.35 trillion by 2028, he added.

 

Watfa said expert knowledge was the key to tapping into special interest travel potential, adding agents operating in the wellness travel space must be well-versed in its nuances.

 

He said: “Knowledge is key. There’s a difference between a yoga retreat in the Himalayas and a medical wellness retreat in Spain, so you have to know what you’re talking about.”