Travel’s Place in the Quiet Luxury Movement
Insights by Matthew Levison, Senior Vice President
As far as recent buzzwords go, “quiet luxury” might be right up there with “quiet quitting.” But what does it really mean? Simply put, it’s the art of understated elegance and refined experiences. It’s where wealth whispers, finding luxury in subtlety. While quiet luxury in fashion has been topical thanks to Succession and other media, it’s been an emerging trend in travel and hospitality for years now. Considering the ostentation often associated with high-end travel, quiet luxury’s rise in the space may seem surprising. However, the industry is uniquely positioned to thrive through this transition. Moving from singular, unattainable excursions to local, little-known gems, the current prize in travel is “anti-tourism” – the appeal of destinations unshaped by the gimmicks of traditional tourism. Let’s take a closer look at travel’s place in the quiet luxury movement.
“The luxury travel industry has long been shifting from prizing ubiquitous expressions of wealth — caviar, champagne, marble, cut crystal and the like — to authentic experiences with a sense of place. However, the educational and immersive opportunities that come naturally with most travel offer an organic pivot to a more subdued expression of luxury.” - Matt Levison
The Emergence of Quiet Luxury in Travel
Even pre-pandemic, travel and hospitality were ahead of the curve with quiet luxury. Travel preferences have been shifting over the past decade, with high-net-worth travelers increasingly valuing experiences over opulence.
Some of These Educational Experiences Include:
Cultural Workshops: Whether it's a traditional pottery class in a historic town or a cooking workshop with a local chef, these immersive activities showcase the true essence of a destination.
Historical Tours: Guided walks through ancient streets, visits to historical landmarks and conversations with locals contribute to a richer understanding of the cultural tapestry.
Local Immersion: Rather than remaining within the confines of luxury resorts, travelers are immersing themselves in local communities. Experiences like language learning can contribute to a more profound connection with the destination.
However, quiet luxury does have some limits in travel. Namely, based on the remoteness or exclusivity of a destination, there may be limited ability to downplay the expense associated with rarefied moments shared on social media.
Diving into the Data
After a challenging couple of years, the travel industry is ready for a new era. The data from Skift’s State of Travel 2023 Report paints an interesting picture:
In April 2023, global travel surpassed 2019 levels for the first time since the pandemic's onset. This stunning swing back was a testament to the industry's unwavering ability to reinvent itself and meet the evolving needs of travelers seeking something beyond the traditional.
While international travel is finding its footing, domestic travel is the star of the show. Bouncing back to pre-pandemic performance levels, this speaks to the growing preference for inconspicuous, closer-to-home travel experiences.
Vacation rentals emerge as the unsung heroes, outshining other sectors by standing 22% above pre-pandemic levels. This performance surge shows the increased interest in subdued stays.
Data from AirDNA shows that rentals in small cities and rural areas weathered the pandemic with resilience and continue to experience robust growth. The enduring strength of rural rentals underscores the collective desire for anti-tourism.
60% of consumers acknowledge that inflation impacts their travel plans, yet travel spending prevails over other indulgences such as dining out, home improvements and electronics.
For the affluent, unique accommodations take center stage, with sustainability playing a pivotal role in their decision-making. This reflects a conscientious choice to engage with destinations in a meaningful way, in tandem with the tenets of quiet luxury.
How Brands Can Meet the Moment
Quiet luxury in travel presents a unique opportunity for brands. As high-net-worth individuals increasingly prioritize understated experiences, there are several strategies that brands can employ to meet the moment and cater to evolving tastes.
Curate Authentic Experiences: Travel and hospitality brands can set themselves apart by curating experiences that go beyond the typical, appealing to the growing demand for intellectual and cultural luxury.
Utilize Technology Thoughtfully: Leverage technology to enhance the travel experience without compromising on the quiet luxury ethos. The key is to integrate technology in a way that enhances the overall experience without detracting from the subtlety.
Create Local Partnerships: Through partnerships in the community, brands can become an integral part of the destinations they operate in. This approach adds depth and authenticity to the overall brand narrative, resonating with travelers seeking more than just a lavish getaway.
As the industry at large continues to rebound and evolve, quiet luxury is more than a fad — it’s the future. Brands shouldn’t sit this one out; there’s no better time than now to start strategizing.
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