On Sunday, I woke up with the intention of reinforcing one of those habits that no longer exist for my generation (Gen Z): reading the newspaper in print… or sitting down to read at all. As one traverses the almost infinite pages, they encounter pieces from different voices, minds, and nuances. And sometimes, so much information can become a source of inspiration for those who undertake the journey.
While reading an article by Argentine economist Claudio Zuchovicki, a phrase of his caught my attention:
“Prices are a language that reflects different moods.”
Relating this to my field of interest and where I work daily, this phrase wonderfully describes what Luxury Tourism currently represents. I have had countless conversations about what it means for a passenger to seek luxury services today.
If we consult the meaning of “luxury” according to the Royal Spanish Academy, we find that it refers to abundance and high-quality products or services. If we ask an average person what it means to take a luxury trip, they will first describe the services included: private jet flights, five-star hotels, luxurious suites, and limousine transfers, among others. But is luxury tourism simply the sum of the services that make it up?
We have become accustomed to associating luxury trips with those made by people with high purchasing power, automatically linked to a specific social class. However, this approach is superficial, cold, and outdated. It is time to redefine luxury travel because traveling goes far beyond consuming services. Nowadays, people seek to have a more authentic connection, which includes more interaction with the destination they visit, closer contact with local communities, and a greater appreciation for the nature of the place. Compared to the routine of every day, isn’t this a luxury?
Luxury tourism has evolved to encompass emotional, cultural, and spiritual aspects. It’s about immersing yourself in the history and culture of a place, getting involved with local communities, and positively impacting the visited destination. Luxury allows you to create lasting memories and establish deep connections with the world around you, escaping the transience of just being in a specific place.
Luxury is subjective, and each person sets their own standard. Just like each individual determines the price of a product or service according to their mood. Therefore, one can undertake a luxury trip by enjoying a night camping at the top of Fitz Roy or staying in a five-star hotel overlooking the Caribbean Sea. Spending a certain amount per night to have “luxury experiences” is no longer necessary because these are not limited only to the services included but go far beyond that. It’s about transcending the material and delving into a transformative journey that enriches the spirit and mind.
If, as Claudio Zuchovicky claims, the price reflects the mood of the payer, could we then say that luxury travelers are the most optimistic?
Translated by the We Are Innovation Team
* Camila García Carou holds a degree in Tourism Management and is an Associated Researcher at Fundación Internacional Bases
Source: We Are Innovation
