It's a question I was recently asked on a webinar: what is luxury? The truth is, there isn't a single answer.
For some, it’s the car they drive, the watch on their wrist, or the latest handbag. For others, it’s being seen at the newest “must-visit” bar or restaurant, soaking up the admiring glances of those who think, they’re doing alright. For many, it’s about celebrating the success they’ve worked so hard for.
But when it comes to travel, luxury takes on a very different meaning.
Travel and the tradition of luxury
From the golden age of the Orient Express to the timeless elegance of Raffles Hotel, travel has always carried a touch of luxury. For years, experiences like hot air balloon rides over the Serengeti felt almost mythical-something we only glimpsed in documentaries or coffee table books.
Today, times have changed. Travel has become more accessible, and those onceunattainable dreams now feel within reach. Whether it’s a bucket list adventure, a honeymoon, an anniversary, or finally seeing elephants or polar bears in the wild, what was once reserved for a select few has become an experience many of us can aspire to.
Luxury beyond the price tag
Luxury doesn’t always need to be grand, flashy, or expensive.
For some, it’s simply time-being away with the people who matter most. It might be watching the sun melt into the horizon in Santorini, or pausing to take in Hawaii’s golden sunset on Oahu. It’s the joy of switching off, leaving the diary behind, and deciding whether today is a day for the pool, the beach, or a new book.
Sometimes, luxury is as simple as watching your children splash in the pool without a care in the world.
The personal touch
For me, luxury is also about individuality. A trip designed around you-your tastes, your pace, your quirks. It might be staying in a hotel you’ve always dreamed of, or experiencing the indulgence of turning left when you board the plane and being treated like royalty. It’s about escaping the guidebook itinerary and discovering a version of travel that feels effortless, meaningful, and completely personal.
A shared desire
I believe we all crave a little luxury in our lives. Sometimes it’s extravagant-a oncein-a-lifetime trip to see a Wonder of the World. Other times it’s as simple as finding the perfect rooftop bar with the perfect view, cocktail in hand, and the people you love beside you.
In the end, luxury isn’t defined by price or prestige-it’s defined by you.
So let me ask: what’s your luxury? Whether it’s a bucket list adventure, a celebration, or just the joy of slowing down, I’d love to help you find it. After all, creating those seamless, unforgettable, luxury-filled memories is what I do.
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