For previous generations, the ultimate symbols of success were material objects — owning a new Cadillac, a yacht or high-end fashion, for instance. Then, attitudes started to change, and a different breed of tycoon emerged: people who valued their individuality, and who did not care about material status symbols. When Steve Jobs was building Apple, he rejected Brooks Brothers suits for his own style, and Walmart founder Sam Walton continued to drive his Ford F150 pickup truck long after he became one of the richest people in the world.
After 9/11, the definition of life goals changed for many. Experiences and the opportunity to create memories were what people coveted — a family safari, for example, became a symbol of success.
After such a difficult time — during which we all witnessed so much suffering — travelers want to see their vacations become something positive for the world.
Fast forward to today, as we are all finally starting to emerge out of the COVID-19 crisis, and society’s views are changing once again. A recent survey by Virtuoso shows that nearly 70% of consumers feel that traveling sustainably enhances the vacation experience (see page 6). According to a press release about the survey: “The desire to explore the planet in a way that protects the places they love for future generations to come is strong, particularly among affluent travelers.”
Virtuoso is calling this trend “the conscious comeback,” and adventure travel is particularly well-suited to benefit from this ethos. In general, adventure travel takes us to places where nature is essential to the experience, and it values meaningful encounters with local communities over purely commercial relationships.
After such a difficult time — during which we all witnessed so much suffering — travelers want to see their vacations become something positive for the world. With so much pent-up demand for travel, advisors should have plenty of opportunities to use their expertise to make this new type of luxury a reality for clients.
