The research finds that a number of travel and concierge companies are catering to the growing number of third-stage wealthy Asian travellers who are looking for one-off experiences that set them apart from the rest. It could be that adventure cruise to Antarctica, a hot-air balloon ride over the Serengeti, or a VIP seat at a prestigious sporting event. In India, a number of concierge services are growing, both local and global, offering special services and unique experiences, tailor-made for their interests and the time factor. Quintessentially Lifestyle, one of the bigger concierge companies, reports that travelling has become an increasingly bespoke experience amongst Asias wealthy. Of late, they have found that no travel itinerary they are given by rich clients is the same as another. Members are going beyond wanting to be a spectator, but getting deeply involved whether it be a spiritual experience in India, or training for a special event, or giving more time to a passion project.
Others agree that authenticity is the key when it comes to luxury travel. Khiri Travel is an Asia-based travel agency specialising in unique experiences. The company sees an increasing demand for authentic travel experiences from Singapore, Hong Kong, Beijing, Shanghai and other Asian cities. Asian wealth centres are growing more sophisticated in travel demands, as per the agency. They organise itineraries which include a trip to Myanmar to visit off-the-beaten-track villages, educational tours in historical areas of Thailand or local cooking classes on a remote island resort, or a visit to the tented camp in a remote area in western Cambodia to learn about the traditional lifestyle of the locals.
According to the report in Business Times of Singapores Wealth magazine, for those who still relish their comfort and luxury, there are companies like MVIP. It arranges for groups or individuals to get into major live sports events with a VIP packagefor example, box seats at Wimbledon during the Championship. In fact, the Wealth-X Luxury Sentiment Survey supports this trend. The survey showed that senior executives in the luxury industry found that 90% of respondents said that experiential marketinglike taking clients to sports games or charity auctionsis now crucial to their brands growth. Others in the segment agree that they are seeing a growing number of Asian consumers who no longer want to go to Italy to get fitted for bespoke suits. They now want a combination of amazing landscape, wildlife and conservation. And the next frontier, for rich Asian travellers, is space. Already, a surprising number of Indians have signed up for a seat on the commercial space flights that are due to take off by next year. Thats one experience to be one-up on your peers.