Upscale experiences are shaping up to be increasingly popular in 2023.

By understanding who luxury customers are and what they’re looking for in a vacation experience, you can better market your tours and activities to this group—even if you don’t offer “luxury” experiences in the traditional sense. 

Private adventures, exclusive settings, and thoughtful details and add-ons create a feeling of luxury that is attainable for many operators. And with luxury travel positioned to be a big trend in 2023, there’s no time like the present to shake up your activities. 

Who Are Luxury Travelers?

Luxury travelers come from various ages and backgrounds, though many of them are part of the Baby Boomer generation, people who are now retired and have more time to travel. 

With that said, there are plenty of opportunities for luxury experiences among different demographics. For example, a young couple traveling for their honeymoon or anniversary will spend more than the average traveler. 

Coming out of the pandemic, people in general are spending more on travel. 

Travel sales are on track to be 47% higher in 2023 than in 2019 (Virtuoso, global travel agency). 

On a similar note, almost three quarters of Virtuoso travelers say that creating a travel experience that fits their desires is more important to them than price. 

What Constitutes a Luxury Experience?

What comes to mind when you think of luxury travel? It might mean five-star accommodations, spa packages, personal chefs, the highest rated restaurants…

While these can certainly be part of the luxury travel experience, there are other ways people seek out luxury adventures. 

Some travelers hope to fill their vacation with activities like scuba diving, horseback riding, and food tastings. Others are looking for off-the-beaten-path experiences that might cost a little more, but are considered once-in-a-lifetime activities, like a helicopter tour over Hawaii’s Big Island or a multi-day trek through New Zealand. 

Some tour and activity types lend themselves better to luxury customers, like wine tours, private boat rentals, and higher-cost adventures. But there are always ways to create a feeling of luxury or offer a special experience if that’s something you’re interested in exploring.

Take Advantage of The Luxury Travel Trend

Considering the varied nature of luxury travelers, it’s easier than you might think to tailor and market your activities with this trend in mind. 

From customized itineraries to small touches like souvenirs, creating unique guest experiences is the perfect way to take advantage of this trend and deliver unforgettable customer service.

In our next guide on this subject, we cover how to incorporate a few strategies to amp up the feeling of luxury in your experiences and marketing materials.