Heli-skiing on virgin snow in Antarctica for a cool $2.2 million. A polar bear safari in an “off-limits” area of Norway’s Svalbard for $300,000. How about tracking snow leopards within the Himalayas with renowned explorers for $100,000?
Big-ticket travel experiences like those are indicative of the “quiet luxury” trend which began on the planet of fashion, with timeless lines trumping brand-blaring outfits.
Now, stealth wealth is spilling into the travel industry, as one-percenters are increasingly forgoing glitzy see-and-be-seen destinations, comparable to Capri, for more discreet getaways.
Less limelight, more connection
Jaclyn Sienna India, the founding father of the ultra-luxury travel company Sienna Charles, said she considers herself a longtime quiet luxury disciple.
While others may prefer the boulevards of Paris or the shores of Monaco, she escapes to Vietnam’s Ho Chi Minh City annually.
Monaco has long been a playground for the elite, but wealthy travelers are increasingly choosing more distant locations, say luxury travel advisors.
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She said her clients are focused greater than ever on their families, well-being and mental health “since the world is so much more stressful.” Consequently, they seek more connection than limelight once they travel.
But one other necessary aspect of the quiet luxury movement concerns security. Since celebrity homes have been a goal for thieves of late, high-profile events just like the Super Bowl are less attractive, India said.
Consequently, clients are in search of distant destinations, often at a moment’s notice, she said.
“We just booked a billionaire family on an island in a villa in Brazil. Brazil will not be a spot that immediately involves mind … But, to me, it’s a spot that also holds authenticity and soul. It’s got great food and an incredible spa and wellness culture,” India said.
Jaclyn Sienna India said she recently booked a “billionaire family” on a visit to a distant Brazilian island, despite Brazil not being “a spot that immediately involves mind.”
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Africa is one other place where clients can seek solitude, she said. It was the alternative of former U.S. President George W. Bush, whom she accompanied on a painstakingly organized personal trip to Ethiopia in 2015, she said.
Exclusivity and privacy
Roman & Erica is a luxury lifestyle company run by husband-and-wife team Erica Jackowitz and Roman Chiporukha. Jackowitz, a Recent York City native, compared quiet luxury to the understated elegance of cashmere, contrasting it with the Noughties trend of “wearing Chanel across your chest.”
Jackowitz manages the approach to life needs of 30 families, from politicians and tech CEOs to hedge fund executives, she said. For them, quiet luxury travel is about exclusivity and privacy, she said.
Africa can also be a well-liked spot for wealthy travelers searching for solitude, said Sienna India.
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However the pandemic accelerated a desire amongst wealthy travelers to have meaningful experiences — which might range from requests for recommendations on where to take a quiet morning hike to organizing a game of tennis with Roger Federer, she said.
The subsequent frontier
Yachts are more popular than ever because “more people … can afford these sorts of experiences,” said Roman & Erica’s Erica Jackowitz.
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Jackowitz said her clients never go for conventional cruises, as they like chartering private yachts. In actual fact, she said the booming charter market recently prevented her from securing a last-minute booking.
“You are now competing with 10 other people traveling with family and friends,” she said. “There are only so many more individuals who can afford these sorts of experiences.”
That is leading moneyed travelers to go looking for brand new places for solitude, she said.
Wealthy clients are focused greater than ever on their families, well-being and mental health “since the world is so much more stressful,” said Sienna India.
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The subsequent frontier? Space, she said.
For a client, Roman & Erica secured a spot on the primary all-private astronaut mission for $50 million, she said. Space travel is so wanted that Chiporukha founded a separate entity, SpaceVIP, to cater to the demand.
Space Perspective plans to begin flying six-hour journeys to the sting of space aboard its spherical capsule next yr. To this point, 50% of bookings are for full capsules that eight people, in response to the Florida-based company. The worth tag: $1 million.