The ultra rich are changing the way they travel. This class is not just going out for sightseeing, but is also ‘designing’ such experiences where ordinary tourists cannot reach. Whether it’s the unique experience of spending the night in the tanks of an old winery in Greece, to booking the entire National Stadium for a child. The luxury travel market, which is worth Rs 163 lakh crore in 2025, is expected to grow by 3.4% annually to reach Rs 194 lakh crore by 2033. Sila Dali of luxury travel company ‘Avisa Vacations’ says, ‘Travellers are now going to places that make them feel connected to their surroundings. Now luxury does not just mean an expensive room, but a secluded and special experience which is not accessible to ordinary tourists. For the rich, ‘luxury’ now means things that no one else has. Destination Alchemist making the impossible possible. Charges for ‘Destination Alchemist’ or high-end concierge services start from Rs 2.8 lakh. These magicians fulfill the whims of the clients, which even money can hardly buy. For example, getting sea sand washed away during monsoon replaced overnight for a client. Removing specific colors from hotel rooms. Booking the National Stadium on birthdays and organizing matches with legendary footballers. The new address of ‘exclusivity’ – far away from the crowd, the ultra-rich are choosing such places which are on the map but not within reach. From villas in Portofino (Italy) to villas in Seychelles priced at Rs 36 lakh per night, the demand is only for solitude. Bulgari Resort in Bahamas and Rosewood in Maldives are setting new standards in this privacy. Technology has made the rich ‘location independent’. Now they can do digital work from any corner of the world. In the world of tourism, intellectual experiences are now being sold. In the Peloponnese of Greece, people no longer just go to the beach, but also spend time hiking in ancient forests and in quiet places like ‘Manna’. Old 1920s wine tanks in the western Peloponnese are being converted into hotels selling ‘intellectual experiences’. Hotels like ‘Anthology’ in Athens are organizing sessions like Anthology Dialogues, where historians discuss with philosophers.
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Luxury tourism, privacy is the currency: Now not the best destinations, ‘experiences’ are being bought; Rich tourists prefer staying in old wine tanks and having philosophical discussions.
