The changing definition of luxury travel in the post COVID world

Following a full moon’s trajectory across a star-bedazzled Gunehar sky has been just as enjoyable as bobbing around in an infinity pool with the customary Daiquiri balanced on its edge. After decades of similar outings, however, I have begun to relish the star-gazing at 4Tables Café far more. That it usually includes animated conversation over a pint or two with its multifaceted owner, Frank Schlichtmann, may have something to do with this informed choice. The art curator-cum-chef’s remarkable stories are just as delicious as his wood-fired pizzas. To me, this is luxury, the personal connect.

It is evident, our perception of what luxurious travel entails has undergone a visible sea change. It has come to mean different things to different people. While comfortable accommodation and quality dining still hover at the top of the priority list, it is no longer about thread count and exquisite meals alone. Access to local culture, acquiring a deeper understanding of it through immersive activities, is an equally important component. Industry insiders find that a growing eco-consciousness among travellers, their desire for wide open natural spaces and eco-friendly practices, are other key aspects that drive luxury travel; more so amid an ongoing pandemic.

There is little doubt that people’s approach to travel, and hospitality, has altered dramatically over the last year. Himmat Anand, Founder – Tree of Life Resorts, has noticed several distinct changes in consumer habits over this period. “Our Luxury Pool & Spa Villas in Jaipur, for example, are the ones to be sold out first. Guests are willing to pay the asking price, but want accommodation which offers them inclusive levels of high comfort. Another change we have seen is the desire of guests to involve themselves with the Special Activities offered in-house across our resorts. Sightseeing is no longer a priority. The third change we saw was an increase in driving time. While earlier 5 to 6 hours was the acceptable driving time to reach a destination, this has now stretched to 8 hours.”

For avid traveler Arti Jain, Storyteller & Podcaster at Story Jam, it isn’t just about breaking up a routine, but also a way to find creative replenishment. She heads over to places that have a distinct personality and a cultural mooring. “One such place I have found myself returning to is Himalayan Orchard, a tasteful farm stay in Rukhla, Kotkhai. The village is remote enough to feel cut off from the mundane but the hosts, Devanshe & Michael Lidgley, are well traveled and well read, the two qualities that make for interesting chats in the evenings, by the fireside, when you’re done roaming the apple orchards or foraging for mushrooms. To me that is luxury; the luxury to be myself.” The appearance of Covid-19 has, it seems, merely heightened our existing appreciation for travel focused on personal preferences.

This has meant steering away from urban clusters and hotels with large inventories, while actively seeking exclusivity and solitude in pristine environs. A sentiment that was echoed by several guests at Chambal Safari Lodge – Mela Kothi, the family-run heritage property I chose for my own escape from madding crowds a couple of months ago. Set in the midst of rewilded acreage, with musters of peahen, a family of nilgai, and countless birds and butterflies for company, it checks all the right boxes. The owners, Anu Dhillon and Ram Pratap Singh, have also observed this trend among their discriminating guests. “Increasingly we find, for the discerning traveler, experience trumps all. It is more about personalized care, attention to detail, authenticity & genuine interaction, rather than mindless bling & fancy gadgetry.”

Experience curator Shilpa Sharma shares a similar outlook. She believes that luxury is all about savoring everyday things differently. Breakaway, her experiential travel company, specializes in interest-focused bespoke tours. Their enormously popular Beyond the Brochure offerings feature a host of activities that showcase pan-Indian textiles, little known festivals, regional cuisine, and the performing arts. “Price is seldom the differentiator. Just as plush accommodation is not necessarily overly expensive; all things expensive are not necessarily luxury.” Travellers in the know, she says, have an evolved sensibility, and are able to appreciate a nuanced experience of a place, property, or destination.

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