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Virtuoso Defines Luxury

October 29, 2013 Hotel News No Comments Email Email

THE world-recognised luxury travel association Virtuoso has put a new interpretation on what constitutes luxury travel for people who are looking for authentic and transformative experiences.

At its recent annual symposium in Las Vegas the association came up with seven trends which should be taken into account by institutions courting this market.explora hotel Easter Island

The chief executive of South American  luxury  lodge operator explora, Mr Jesus Parilla reports that the meeting nominated personalised travel as the “new” luxury with operators needing to tailor their products to special interest travel for individuals and small groups.

Mr Parrilla said that the group pointed to health and wellness, first hand cultural experiences and more private experiences for travellers as other key factors in attracting the top end of the market.

He added, “Giving travellers a local experience also comes high on the list of musts.  He pointed to his own companyexplora’s practice of hiring local people as critical in this aspect.  explora’s overland travesias use local Bolivian and Argentinean teams to guide guests and the company’s Easter Island property is staffed by local Rapa Nui to provide a genuine local experience”

Mr Parrilla said that Virtuoso’s highlighting of the key needs of luxury travellers was reflected in all three exploraproperties in Patagonia, Atacama and Easter Island.

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