By Jason Stevens, CEO of Wayfairer Travel.
Catering for HNWI and UHNWIs is quite different from arranging standard package fly-and-flop vacations. The most discerning clients typically have the privilege of experiencing the finest offerings in the travel industry, from the world’s most luxurious hotels to unique and exclusive experiences in off beat destinations. Therefore, a personalized approach is not just preferable but essential.
Whether they’re exploring a new country or seeking a fresh perspective on a beloved city, we’ve identified a few key elements that consistently appeal to affluent travellers.
Exclusivity is key
These guests are looking for something that is not readily available to the masses. While they may still visit popular tourist hot-spots, they are looking for exclusive, “if-you-know-you-know” opportunities within those areas that are almost impossible to replicate. This could include last-minute reservations at Michelin-starred restaurants in Tokyo, private tours of islands in Bora Bora, or rare, one-off encounters, such as invitations to visit the homes of native nomadic tribes in Peru or Oman.
For those who prefer discretion, exclusivity can also mean bringing luxury experiences directly to them. For example, some of our trips costing over £100,000 have included flying in a Michelin-starred chef by private helicopter to prepare Christmas dinner at a mountaintop mansion in New Zealand, or arranging multi-day stays at renowned traditional ryokans in Japan. The more unique and exclusive the better!
Slow Travel
Spending more money secures more time in a destination, infusing the “luxury holiday” experience with integration with locals and culturally enriching experiences. Equally, entrepreneurs and those who have recently sold their businesses often haven’t had the opportunity to take extended breaks from work and want to spend their newfound freedom throwing themselves into new destinations.
These types of trips rarely keep guests in one spot, instead allowing them to explore a range of cities and accommodations within them. In many cases, the extraordinary experiences often sit well off-the-beaten-track, so working with accommodation partners that strike the right balance between luxury and unique experiences is essential.
Argentina has become a particularly sought-after destination for travellers seeking unique and exclusive experiences. This vast country offers a diverse range of luxurious boutique accommodations, from eco-friendly wine lodges to remote glamping domes in national parks and across surreal salt-flat plains. These remote experiences are not only unique but also highly exclusive, appealing to the top 1% who have the means to access them.
Wildlife Discovery
In a time when conservation efforts are crucial for protecting endangered species, the opportunity to see these animals in the wild is becoming increasingly rare. As a result, such experiences are considered the most exclusive from our clients who have the means to travel to these remote locations.
Many wealthy travellers have accumulated their wealth through years of working in bustling metropolitan areas, with little access to wild, remote and natural environments. So when they have the chance to see something unique, like “pink” tigers in India or baby gorillas in Rwanda, they are often among the first to seize it, recognizing the exceptional nature of such experiences.
This summer, we’ve observed a significant rise in guests choosing colder climate wildlife travel, including Arctic and Antarctic cruises. These trips typically start at around £8,000 per person and have limited availability due to the short season in which they operate. However, the cost is justified by the exclusive experiences they offer, including the chance to see wildlife like humpback whales, penguins, and polar bears up close – an experience most people only get through watching a David Attenborough documentary.
One key insight from working with exceptional HNW clients is that no two trips are alike; each client’s demands, motivations, and desires are unique and constantly evolving. Regardless of the budget, the most crucial aspect of crafting a memorable trip is tailoring it to meet the specific needs and preferences of the individual traveller or group.
About the expert
Jason ‘Jay’ Stevens joined Wayfairer Travel as CEO in 2018 with a rich background in operational management, international logistics, network modelling, and ecommerce. Ever since joining, Jason has expanded the business into new destinations worldwide such as French Polynesia, Japan and Antartica and, thanks to his digital first and AI strategies, Wayfairer has seen a significant increase in customer demand from the US market.
Wayfairer Travel is an award-winning luxury travel company founded in 2015 with a core commitment to responsible travel. Specialising in tailor made luxury holidays to the world’s most exciting destinations, Wayfairer’s bespoke itineraries are individually designed by a team of Luxury Travel Specialists and experts in the industry. From trekking holidays and safaris to honeymoons and family adventures, all Wayfairer trips make a positive contribution towards responsible tourism, benefitting local communities and conservation in the destinations they love.
