status updates and storytelling
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status updates and storytelling
status updates and storytelling
Travel, and the way the traveller undertakes it, has long been a mark of status where and how one chooses to travel is a statement of identity. Decades ago, flying in itself was a glamorous activity and arriving barefoot at an untouched beach remained a fantasy for many. Exclusivity of travel, set by its high cost, meant that by simply being able to go away the traveller was confirming his success and status.
Since then, the increased wealth of global economies teamed with the exponential growth of the travel industry has created a myriad of holiday categories, choices, tastes and preferences. And as with many other luxury sectors, mass production has broadened the reach of and democratised luxury travel.
However, this new abundance and increased accessibility doesn't mean luxury travellers have stopped seeking experiences that express their interests and affirm their status. Rather, it has changed the metrics with which status and traditional luxury are defined. Nowadays, it is not uncommon to see people expressing their identity through the stories attached to their travels. This is because stories focus on experiences, and these stories are more compelling when those experiences are interesting, obscure, scarce or unique.
Here are just a few examples of how some travel companies are responding to this evolving desire by providing the ingredients for status seeking consumers to tell a wide range of diverse and unconventional stories:
Political Tours is a UK firm that promises to deliver "current affairs at first hand". A tour to Northern Ireland, for example, traced the steps that led to the historic Good Friday Agreement, with two expert BBC correspondents as leaders. The week long tour was priced at about 2,700. Other tours visit Turkey, Georgia, North Korea, Bosnia, Kosovo and Ethiopia; each led by political experts and others with particular insight into the region at hand.
Babylonstoren is a manor house situated on a farm in South Africa where visitors are invited to help pick their own produce. Over eight acres of land, there are more than 300 varieties of edible plants, with ducks, chickens and a vineyard also on site. Guests of the hotel are allowed to make their way around the land, where they can join in the harvesting, pruning, planting or picking of produce including fruit, spices and vegetables.
At the Villa Escudero resort in the Philippines, guests can dine at the Waterfalls Restaurant; a unique dining experience situated next to the Labasin Falls. Visitors to the hotel can enjoy lunch or dinner on bamboo tables installed in running water a few meters from the falls, with a traditional Filipino menu on offer. The experience was launched in January 2011.
Founded by two ex England international rugby players, Austin Healey and Will Greenwood, Super Skills Travel provides sports based family holidays in Italy. Children are coached by retired world class professionals in rugby and, as of April 2012, cricket. A week long package for a family of four, including accommodation and two hours of coaching for the children each day, costs 4,599.
Still, despite these developments 2013 will not deem traditional luxury travel status symbols pass. There are a plethora of travellers who will continue to lap up the idea of travel itineraries based around first class flights and five star destination hotels. However, as these examples highlight, the diversification of holiday experiences today proves that there is no longer a definitive one size fits all 'perfect trip' template. As travel opportunities become more varied, kudos is being awarded to those who stray off the well beaten holiday path and experience something different.
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