As global brands continue their expansion programs, a certain “generic luxury” has begun to permeate the market.
From a purely financial perspective, these brands are the winners, cleverly delivering to a demographic where demand and spend are strongest. And truly, who are we to challenge?
Yet, just as certain fashion houses maintain a core clientele of devotees, travel has its own distinct set of followers. There are those who favour the well-established names, while others seek off-the-beaten-track destinations, independent hotels, and the singular restaurant.
Brands, like destinations, drift in and out of fashion. The “cool crowd” subscribes to a name until it becomes too mainstream—too frequently copied and diluted. In travel, while some places remain eternal, others are now considered “off-limits” by those who value true exclusivity.
Consider the Maldives. At the turn of the century, it was the “hot” destination. Today, while still well-subscribed, it is largely off the radar for the Nota Bene traveller. When looking at the Indian Ocean, the discerning eye turns toward the Seychelles, Mozambique, or Madagascar.
Similarly, Mykonos peaked several years ago due to social media hype, price hikes, and mid-summer overcrowding. While we still hold an affection for the island when “done the right way,” many now eschew it in favour of lesser-known Greek islands that have received less exposure. This year, however, we see Crete poised for a sophisticated comeback, anchored by the opening of a significant new luxury brand.
We see this same pattern in dining. Fashionable restaurants, once rolled out by corporate finance teams, have lost their lustre. Travellers now seek under-the-radar, individual dining spots where the element of surprise still exists.
Social media is the catalyst here; the savvy traveller, shopper, or collector must keep their antennae tuned to the zeitgeist to stay ahead of the trend. We are witnessing a definitive reversion to the bespoke—a split between those that favour logos and “bling” versus a demographic that prefers quiet luxury.
In our experience, clients seek what is unknown to the masses. Discovery, uniqueness, and a “special moment in time” are the true components of travel with a difference.
It is the little surprises that help create the distance.
- A carefully considered amenity rather than a standard platter.
- A thoughtful selection of reading material and a well-stocked complimentary mini-bar.
- A great marque house champagne, and full-sized unguents from a niche, considered brand.
- A meaningful art collection with a resident curator and a non-branded spa featuring elite therapists.
- Vehicles at the guest’s disposal and “little touches“—perhaps a gift that is genuinely useful for the specific destination.
Other criteria may include a hidden or utterly mesmerising location; innovative design; freedom and privacy in both space and service; generosity… Above all, it always comes down to passionate people who provide genuine hospitality.
Whether it is a world-class lodge in Chile, New Zealand, British Columbia, or Botswana; a boutique hideaway in Ouarzazate or Kyoto; a chalet in Courchevel or Gstaad; a Grande Dame in Paris or a remote resort in the South Pacific—certain properties simply stand out.
They remain authentic because they understand that in an oversubscribed world, it is the little surprises that define a life well travelled.