Luxury Isn't What It Used To Be

I've been thinking a lot recently about what luxury actually means.

If you'd asked me years ago, I'd probably have talked about beautiful hotels, iconic destinations and visible wealth. Please don't get me wrong, the Maldives, the Amalfi Coast or a gorgeous safari lodge are all wonderful for a reason.

But I do think luxury is changing. These days, luxury feels much less about showing people where you've been and much more about how a holiday makes you feel.

For me, it's a week where nobody asks me what's for supper! Where I don't have to think about the food shop, the washing, who needs driving where, or what's happening tomorrow. It's uninterrupted time with the people I love. It's coming home feeling refreshed rather than needing another holiday to recover from the first one! And I don't think I'm alone.

More and more, the conversations I have with clients aren't really about finding the biggest suite or the most exclusive hotel (although quality and space is obviously important). But it’s about getting that balance. The conversations are often more about wanting to switch off, to go somewhere special to spend quality time together and make memories as a family. That's why we're seeing such interest in wellness holidays, personalised travel and trips that are all about doing something meaningful.

Of course, a stunning destination matters; but luxury isn't just the destination itself. It’s the feeling of having the time, space and freedom to enjoy it. I'd love to know - what does luxury mean to you?