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What Is Luxury Without Longing? New Insights From TravMedia's Luxury Summit
From Gen Alpha's growing influence to the changing expectations of the ultrawealthy, the future of luxury travel is less about excess and more about experience, connection and ease.
What do you offer travelers who can afford absolutely anything? And how do you inspire a generation that has grown up seeing luxury everywhere, whether or not they can afford it?
Those two questions kept coming back to me at the inaugural IMM LUX UK, held October 12–13 at the Sofitel London St James. TravMedia has been bringing travel brands and journalists together through its International Media Marketplace events for more than a decade, but this was the UK debut of its luxury-focused format, following its launch in Las Vegas.
And they certainly pulled out all the stops. The first day brought together an impressive lineup of thought leaders and top travel editors from Condé Nast Traveller, The Times, The Sunday Times, Elite Traveler and Country & Town House, alongside executives from WGSN, VistaJet, Abercrombie & Kent and other luxury industry leaders.
The conversations ranged from Gen Alpha and the ultra-high-net-worth traveler to the changing definition of luxury itself. There were fascinating statistics, a few disagreements and even a few laughs. But one theme emerged again and again: luxury is moving away from what you have toward what you experience, who you connect with and how something makes you feel.
Day two was devoted to 15-minute meetings with luxury hotels, destinations and travel companies, offering a glimpse of what's coming next across the industry.
Here are seven takeaways from the discussions, followed by eight developments that caught my attention during those meetings.
One other conversation deserves its own spotlight: how AI is changing the way travelers discover and choose luxury hotels. The panel offered so many practical insights that we're giving it a separate deep dive on hertelier. Stay tuned!
1. What Is Luxury Without Longing?
Carla Buzasi, CEO of trend forecasting company WGSN Group, opened with a provocative question: "What is luxury without longing?"
For Generation Alpha (born between 2010 and 2024, with the oldest now 16), luxury is everywhere. They've grown up watching extraordinary hotels, private jets and lavish experiences on their screens. They may not have experienced these things themselves, but they're familiar with them.
So how do you create aspiration when the imagery of luxury has become so commonplace?
Buzasi suggested that Gen Alpha is developing a different relationship with brands. Where Gen Z emphasized authenticity, Gen Alpha is moving toward discernment. Yes, these kids are discerning. They're increasingly sophisticated about what they consume and expect brands to take them seriously.
And they're already influencing family travel decisions. Buzasi cited research suggesting that 70% of parents say their children influence holiday choices, rising to 90% in India.
Her message to luxury brands was to "guide, not gatekeep." Rather than telling this generation what luxury should look like, hotels need to understand what young travelers actually value. And that has some interesting implications for one of hospitality's most traditional offerings: the kids' club.”
2. The Traditional Kids' Club Needs a Rethink
One of Buzasi's most practical observations concerned hotel kids' clubs, many of which, she suggested, have barely evolved in years. Hadn't thought about that before, and it is really so true!
A colorful playroom and a few organized activities might work for a six-year-old. But what about a sophisticated 12-year-old who has grown up with access to an entire world of culture, entertainment and information?
Her challenge to hoteliers was simple: create a kids' club that a 12-year-old would actually choose to visit.
That might mean more independent experiences, creative programming, cultural immersion, wellness (yes, apparently kids need wellness now, too) or opportunities to develop genuine skills.
The point isn't to turn children into miniature adults. It's to respect their growing independence while protecting what makes childhood special.
And with multigenerational travel continuing to grow, hotels need to think beyond activities designed to keep children occupied while their parents relax.
Families increasingly want shared experiences, but they also need the freedom to move at different speeds. A grandmother, teenager and working parent may all be on the same holiday without wanting to spend every minute doing the same thing.
For families juggling different ages, interests and expectations, thoughtful programming and seamless logistics can make an enormous difference.
3. For the Ultrawealthy, Access Matters More Than Excess
If Gen Alpha is growing up surrounded by images of luxury, ultra-high-net-worth travelers have a different problem: they can already buy almost anything, and likely have.
During a panel moderated by Paul Croughton, Editor-in-Chief of Elite Traveler, Ed Hooper, Group CEO of LQA Group, described "access rather than excess" as an increasingly important differentiator. As Croughton pointed out, some of his readers own three to five homes worth $30–40 million each. Even the finest hotel suite, he observed, can feel like a downgrade. So how do you impress someone who already has everything?
Kate Thompson, Senior Vice President of Marketing at Abercrombie & Kent, agreed that the challenge isn't necessarily what wealthy travelers can afford. It's understanding what each individual values.
For A&K, that means trusted advisors, deep personal relationships and a global network capable of making complicated travel arrangements feel effortless.
Francesca Swan, Chief Strategy Officer at VistaJet, described a similar shift toward access and flexibility rather than ownership.
Interestingly, these travelers are booking at opposite extremes. Thompson said cruise bookings are stretching as far as four years ahead, while Swan reported that VistaJet's summer booking window had almost halved as clients embraced more spontaneous travel.
Scarcity still requires advance planning. But flexibility, it seems, has become a luxury in its own right.
4. The Human Touch Is the Ultimate Luxury
This was the most interesting recurring theme of the day, particularly for those of us who believe hospitality is fundamentally a people business.
Hooper described the increasingly meaningful relationships that can develop between wealthy hotel guests and employees. These travelers may fiercely protect their privacy, but that doesn't mean they don't crave genuine human connection.
He shared the story of a guest who had become so close to the team at his regular London hotel that he commissioned bespoke trainers (sneakers) for everyone as Christmas gifts.
It's a lovely example of how relationships can transcend the usual guest-employee dynamic. Hooper also emphasized that these connections give greater meaning to the work of hotel teams.
Later, during the editors' roundtable, Lucy Cleland, Co-founder and Editorial Director of Country & Town House, made an important distinction between personal service and excessive personalization.
She described the rather strange experience of arriving at a hotel to find a photograph of your family already displayed in the bedroom. Agree, that is creepy.
Far better, she suggested, for someone to remember how you like your tea.
Paul Croughton offered two words to describe what his wealthy readers really want: "ease" and "delight."
Ultimately, what can still impress someone who has everything is a genuinely surprising experience or an exceptional personal interaction. That's something money alone can't guarantee.
5. Wellness Is Becoming Less About Treatments and More About Peace of Mind
Wellness was everywhere in the discussions, but the definition is evolving.
Swan explained that VistaJet is placing greater emphasis on sleep, recovery and reducing jet lag, recognizing that arriving rested can matter more to passengers than traditional private aviation indulgences.
Thompson offered an even broader interpretation. Wellness, she argued, doesn't necessarily mean a Swiss clinic or an IV drip. Sometimes it's simply knowing that someone else is taking care of everything.
For Abercrombie & Kent's clients, having trusted people on the ground to handle unexpected problems can be as restorative as any spa treatment.
Hooper made a related point about hotels accommodating guests who need to work during their holidays. Rather than insisting they disconnect, the best properties create an environment where guests can move between professional obligations and family time without unnecessary stress or guilt.
Perhaps the ultimate luxury isn't switching off completely. It's having the freedom to choose when to switch on.
6. Responsible Luxury Should Be Meaningful, Not Wasteful
Sometimes luxury can be a little too much of a good thing. Lucy Cleland recalled arriving at an elaborate safari picnic in Botswana, prepared for just two people, and wondering what would happen to the enormous quantity of uneaten food. It just felt so wasteful, and for what? The gesture was undoubtedly intended to impress, but for Cleland, responsibility has become an essential part of luxury, alongside time, rarity, feeling, personal attention and human connection.
She also described a five-day journey with Shakti Himalaya, walking through the lower Himalayas, staying in beautifully restored homes and spending time with local families.
There were no crowds, no extravagant displays and no need to prove how exclusive the experience was. Its value came from cultural connection, thoughtful hospitality and a genuine sense of place.
Hooper echoed this sentiment, suggesting that wealthy travelers increasingly want to understand how their spending benefits the communities and environments they visit.
And Thompson described how multigenerational families are using travel to pass on values, not simply wealth, sometimes engaging with philanthropic projects together.
7. The Future of Luxury Travel Is About Depth, Not Distance
The editors' roundtable, moderated by TravMedia Founder and CEO Nick Wayland, offered a glimpse of where luxury travel may be heading.
Claire Irvin, Head of Travel at The Times and The Sunday Times, identified South America as a destination to watch. Croughton added Central America, particularly Panama, while Cleland highlighted the Nordics and the growing appeal of sports-related travel.
Sarah Allard, Digital Director at Condé Nast Traveller, pointed to Belmond and Orient Express as brands creating exceptional experiences through cultural programming and privileged access. She also highlighted the growing sophistication of smaller luxury ships.
But the most interesting shift wasn't geographic.
Cleland suggested that experienced luxury travelers increasingly want depth rather than breadth. Instead of ticking off destinations, they're following personal passions, whether that's food, art, fragrance, wildlife or a particular culture.
Irvin also identified another important audience: women in their 50s and 60s seeking luxurious solo travel experiences. These travelers want independence, safety, comfort and community without necessarily joining a conventional group tour.
Her description of what they're looking for was wonderfully straightforward: "niggle-free."
And perhaps that captures the broader direction of luxury travel rather neatly.
After all the discussions about generational change, extraordinary wealth and once-in-a-lifetime experiences, the most compelling definition of luxury turned out to be surprisingly simple.
It's being understood. It's having choices. It's discovering something genuinely extraordinary. And it's knowing that someone has taken care of the details so you can enjoy the moment.
What’s New and Next in Luxury Travel? 8 Developments You Should Know About
Day two of IMM LUX was a different experience altogether: a series of 15-minute "speed date" meetings with hotels, destinations and luxury travel companies. Here are eight developments that caught my attention.
1. Queensland's luxury comeback. Australia's tropical north is getting two intriguing additions. Ever Bloomfield, an intimate wilderness lodge where the Daintree Rainforest meets the Great Barrier Reef, is scheduled to open in December 2026 with 13 bungalows initially and a fourteenth planned for 2027. Meanwhile, Lindeman Island in the Whitsundays is preparing for a late-2027 revival as a Le Méridien resort, following an AU$60 million redevelopment.
2. COMO is making moves in France. The group's newly reopened COMO Le Beauvallon brings 42 rooms, Yannick Alléno's culinary direction and a practical eight-minute boat transfer to the center of Saint-Tropez, avoiding the notorious summer traffic. COMO is so cool, they turned down the opportunity to be in the upcoming The White Lotus filmed in the South of France. Meanwhile, in Bordeaux, COMO Cordeillan-Bages has also reopened in partnership with the Cazes family, owners of the renowned Château Lynch-Bages. The collaboration gives guests access to exclusive wine tastings and experiences.
3. Megève is moving further upmarket. The French Alpine village is now part of the Ikon Pass network, but the bigger story is its increasingly sophisticated hotel scene. Lodge Park, part of the family-owned Maisons & Hôtels Sibuet collection, has transformed its 49 rooms into just 29 more spacious rooms and suites ahead of its centenary in 2027. Marie Sibuet, who leads the group alongside her brother Nicolas and oversees much of its distinctive design aesthetic, was described to me as something of a French Martha Stewart. A new private chalet is also planned for this winter. Fewer rooms, more space and greater exclusivity. Très bon!
4. Egypt's luxury renaissance is gathering momentum. Mandarin Oriental is preparing three historic Egyptian hotels for 2027: Shepheard in Cairo, Winter Palace in Luxor and Old Cataract in Aswan. The group is also developing a luxury Nile cruise experience, creating the possibility of a connected journey through some of the country's most remarkable destinations.
5. Emblems Collection is betting on individuality. Accor's Emblems Collection is a new luxury soft brand that brings distinctive hotels together while preserving their individual character. Its first two properties, Lucknam Park in England and Rimrock Banff in Canada, illustrate the concept. Each hotel celebrates a locally inspired signature ingredient, from apples to alpine honey, through food, amenities and experiences. With 13 properties in the announced pipeline and a target of 60 worldwide by 2032, Emblems is another addition to Accor's already sprawling portfolio of more than 45 hotel brands.
6. Superyachts are heading into uncharted territory. Fraser is seeing growing interest in wellness-focused charters and expedition experiences in remote destinations, including Antarctica. Privacy, freedom and access to places few people can reach are becoming as important as the yacht itself. Another example of the shift from conspicuous luxury toward meaningful experiences.
7. Raffles Singapore has two reasons to celebrate. At Raffles Singapore, the new 1887 by André, led by chef André Chiang, has earned two Michelin stars in the 2026 Singapore guide. And at the hotel's legendary Long Bar, the iconic Singapore Sling now comes in a zero-alcohol version, introduced in June. Proof that even the most storied luxury traditions can evolve with the times.
8. Game, set, Maldives! Padel is having a moment in luxury hospitality, and Finolhu, a Seaside Collection Resort in the Maldives, is embracing the trend with a padel court and visiting tennis and padel stars. Former world No. 1 doubles player Jamie Murray and former world No. 1 padel player Sebastián Nerone are among the big names associated with professional coaching at this 125-villa island resort. Tennis whites, turquoise water and top teachers? Count me in!
