Destination hotels bring unmatched style and sophistication to every aspect of the tourist experience. Often, however, we've mistakenly assumed that true luxury is only available in select locations or for specific types of travelers. That's beginning to change, however, as vacationers from all walks of life express a clear desire for unique experiences that draw on the power of the unexpected.
This was clearly evident in survey results from Booking.com, which suggest that nearly three-quarters of travelers want to explore beyond their comfort zone — but that the vast majority also crave luxury and rejuvenation. Increasingly, this means seeking out unique destinations and experiences. These are often found stateside, in regions once derisively referred to as 'flyover country.' Others may be found abroad, in nations or cities that were once lost in the shuffle as travelers focused on their better-known neighbors.
These days, travelers recognize that the appeal of a luxury vacation lies in its ability to provide a much-needed escape from the stresses of daily life. This escape doesn't necessarily need to be found on a white sand beach or in a cosmopolitan location. Often, overlooked locations are just as luxurious — and frequently, far more serene.
As tourists express an increased interest in hidden gem destinations, travel businesses are clamoring to accommodate this sudden rise in demand. Many are realizing that the very qualities that make certain markets seem 'tough' actually provide a world of opportunities that would not be available in more conventional locations.
These provide an exciting chance to appeal to often underserved markets, including tourists who have previously been reluctant to treat themselves to luxury experiences. Below, we've highlighted a few intriguing ways that destination hotels and other travel businesses are providing curated experiences that go beyond outdated concepts of luxury.