Making Dreams Reality How to achieve unparalleled travel experiences Executive Summary
This special report explores how to achieve transformative and experience. Working with agents lacking a comprehensive flawless travel experiences. understanding of the unique wants and needs involved, will also make for a less smooth and definitively more time-consuming While the refined offerings of luxury resorts were once planning process. satisfactory, many, such as yourself, now seek life-changing trips that no other traveller has experienced, and travel adventures that Experiences picked from a limited menu of options will, inevitably, create indelible family memories. There are several approaches to not meet your expectations. There could be unexpected glitches assembling a trip with all the standard luxe offerings - DIY online on the ground, even unacceptable lapses in personal security. research, traditional travel agencies or tour operators, corporate As well as the possibility of missing out on under-the-radar travel departments, concierge services, or special-interest tour destinations and unique experiences, because there was nobody operators. with the in-depth knowledge of global travel options required to challenge and redirect you to the most fitting destinations and But these travel-planning services cannot meet all the challenges experiences, according to your tastes. associated with this level of exacting standards. While these traditional options may work for a simple getaway to relax and The real solution is to seek out a truly bespoke travel advisor with indulge, they will likely fall short when it comes to the extreme a proven track record, who can offer: personalisation that makes for a truly unforgettable travel
☑☑ Extreme customisation ☑☑ Exceptional service from start to finish ☑☑ An extensive network of contacts and local knowledge ☑☑ A proven track record of working with exacting clients
This special report explains these ideas in more detail. 1 The Challenge: How do you plan extraordinary trips?
As you may know, planning truly memorable adventures isn’t always that simple.
The following trends have been reshaping the expectations of travellers and raising the stakes for travel-planning services:
Transformative experiences
Extreme customisation
Unfettered access
Impeccable execution
Transformative experiences Extreme customisation
Typically, travel has been geared towards pleasure and When investing extensive time and money into a trip, you would rejuvenation. But as Vogue magazine predicts in a 2017 travel expect it to be highly customised. But not every travel service trends report: “Transformational travel is the next evolution… has the expertise, creativity, resources, and exacting standards it’s travel motivated and defined by a shift in perspective, self- to deliver. Travel Technology and Solutions (a leader in travel reflection and development, and a deeper communion with industry technology) notes in its 2017 trends analysis: “There nature and culture”. is one thing that technology is still very poor at, and that is the personalised human touch which can enhance travelling”. The more tech gadgets take hold in our lives, the more we all yearn for Unfettered access face-to-face service from someone who is truly listening.
Access to rarely visited places and people should come as a standard offering. “Travellers want to live personalised, out-of-the- ordinary experiences with a wide variety of activities that reflect local cultures and lifestyles”, states brand-ing agency Origin. But this demands a wealth of local knowledge and contacts.
2 Impeccable execution Naturally, you would expect that everything runs flawlessly. “At Accounting for all this means that anyone—no matter how its most basic, travel means never having to deal with the petty experienced—can get overwhelmed trying to plan a travel and not so petty annoyances”, points out luxury travel magazine adventure at this level. Condé Nast Traveller.4 Your trip should afford you absolute privacy and iron-clad security for some uninterrupted time to focus on your loved ones. Your children should cherish memories of their trip for a lifetime.
From Owning to Experiencing: The evolution of travel
Elite travellers collectively spend $45 billion annually on travel, As hyper-connectivity makes the world seem smaller, and its according to a recent Luxury Brands report, by international possibilities broader, profound experiences are more in demand. lifestyle publisher Spafax.5 “Owning specific, expensive products like the Hermès Kelly bag You may lead a demanding life, often in the public eye, so it is doesn’t mean as much anymore”, reports National Geographic in understandable that you want to make your holidays count. its 2017 luxury trends round-up. “Travel experiences—and posting about them—matter more”.7 The world’s foremost political, cultural and economical commentary magazine, The Economist, notes that travellers now place “a high value on doing or feeling something new”. “They gain three times the emotional reward from an experience, compared with owning something with the same price tag”.6
3 Traditional Travel Planning Options
How do they measure up?
In the past, you may have planned trips through one of the following options:
☑☑ DIY online tools ☑☑ Travel agents and tour operators ☑☑ Corporate travel departments ☑☑ Concierge services ☑☑ Special-interest tour operators
We’ve listed these five options from least to most personalised. But how well do these services work for you? Can they truly help you plan unique and memorable travel adventures of the highest order?
Here’s how these five traditional options compare.
4 DIY online tools Pros:
The internet is available 24/7 and a simple web search can yield that may appeal to you, away from the crowds. And without insider seemingly limitless possibilities. Online booking sites and room- knowledge and a network on the ground, no one can orchestrate service apps are user-friendly and reviews can inform decisions. the one-off experiences that guarantee you your bragging rights.
Cons: As the World Travel Market 2017 Luxury Travel Trends Report notes: “The most elite of travellers want more than just a luxurious Running web searches, aka disappearing down a rabbit hole, can experience. They want to experience something that none of be incredibly time-consuming. Contradictory, dated or downright their friends and counterparts have done before, and also live to incorrect information may come up. The internet is particularly tell the world about it”.8 poor for researching remote destinations without existing tourism infrastructure or a developed online culture—the types of places There is not an app for that.
Travel agents and tour operators Pros:
These professionals save time by planning itineraries and making Luxury women’s fashion and lifestyle magazine Elle UK notes bookings, with elements of customisation. growing enthusiasm for extreme travel, and cites wilderness experiences such as Porsche ice rally driving in Sweden and Cons: sea kayaking to spot Komodo dragons in Indonesia.9 And in its 2017 luxury travel trends round-up, Global Traveller USA Traditional high-end agents simply retail pre-existing products magazine points to “a rise in luxury travel to places with a sense from a list of approved vendors. But these packages are very of urgency, such as destinations undergoing rapid changes or that generic. And a conventional travel agent’s knowledge is never may become off limits due to natural or political limitations”.10 specific enough to tailor the rare and insider experiences that If something goes wrong, not having the option to call in the you undoubtedly crave. On top of that, agents seldom assign middle of the night could be worse than inconvenient—it could a personal contact available 24/7 to provide total, personalised be catastrophic. continuity and peace of mind. Does that matter after the reservations are made? Absolutely! A responsive service and glitch-free travel, from start to finish, will save you precious time and angst. 5 Corporate travel departments Pros:
These on-staff bookers are experienced in arranging flights, Child. But do they know anyone in a village in Northern India hotels, ground travel and classic business leisure such as spa who can arrange for the you to be a guest at a colourful Hindu treatments and golf. They may even be familiar enough from wedding? Can they set up afternoon tea with Nobel Prize winner previous business trips to arrange details such as special diets and Archbishop Desmond Tutu? Since everyone in these corporate seating preferences. departments is busy organising trips for an entire company, they face competing priorities. Throughout the day, they are driven Cons: by relentless demands. That means they often interrupt their planning for phone calls, emails and queries on mundane changes A corporate travel department knows how to organise business to bookings. travel, not life-changing experiences. The internet is their biggest resource for researching anything out of the ordinary, and we’ve So when you need to get through to these harried staff members already seen the limits of that approach. with urgent matters, you shouldn’t be surprised to hear, “Please hold the line for the next available agent”. Yes, corporate bookers can secure the best seats in business class or score last-minute tickets to Harry Potter and the Cursed
Concierge services Pros:
With their insider knowledge and high-level lifestyle management travel required to foster relationships with local people in specific capabilities, concierge services will be able to cater to your desires. destinations to create and implement your dream itinerary. The most high-end concierge companies will be exclusively available and extremely familiar with your needs, tastes and wants. For example, no concierge has the extensive network needed to plan a weekend for a fashionista to shop with a fashion TV Cons: presenter in Milan, try on clothes from the collections of Parisian style magazines or go backstage at a shoot in Cannes. The definition of a concierge is someone who can arrange third- party services on behalf of a client. While a concierge may have contacts for renting luxury villas and private jets, they often outsource to larger chains. Without a firm grasp of the details, they are not well placed to create big experiences from scratch. Beyond travel, many concierges take care of other services such as home management and dry cleaning. They lack the laser-focus on
6 Special-interest tour operators Pros:
These offer travel experiences for specific interests, such as The difference will be noticeable if you go from skiing with an cycling or gastronomy, or in specific destinations, like Mexico or Olympian one day, to touring the city with a generic guide-for- Tuscany. They devote substantial time and care to plan and create hire the next. itineraries beyond industry-standard offerings. Some special-interest tour operators offer multiple levels of Cons: service to cater to a wider range of clients.
While special-interest tour operators can create excellent But even if they include a premium service, many have too experiences, they rarely approach the extraordinary. They often little experience at this level. These operators can fall short on focus on one type of activity, which limits their capacity to put specialised planning for essential elements like private-jet travel together a full and rounded experience with consistently top-tier and round-the-clock security. standards. They’re more inclined to sell packages and less inclined to assign you a dedicated consultant. This means details can And they often lack the ability to meet your more exacting easily get lost between team members. requests.
Consider the challenge of finding a personal chef who can cater to the dietary needs of everyone in your party, ensure that special items are shipped in advance of the trip, adapt to local ingredients in a remote destination, and procure items for special requests at a moment’s notice.
Can they create a custom pop-up book of the itinerary to enchant your children before the journey even begins?
And what happens if your schedule changes and you no longer have time to take the trip. Can a tour operator execute an elab- orate Plan B—namely bringing key experiences to your hometown or city to be experienced there instead?
In short: no. a once-in-a-decade ceremony in a remote Arctic village? How could you know a bird thought to be extinct had just been spotted Many who describe their services as “luxury” and “bespoke” offer nesting at the lodge five miles away from the one you chose? a surprisingly limited range of destinations. Many work mostly with off-the-shelf activities from preferred partners. To create a suitably remarkable trip, an advisor must be intimately familiar with every up-to-the-minute detail about a vast array of But no one wants to feel that their needs come second to an destinations and know exactly what makes you tick. advisor’s loyalty to third-party service providers. You may find yourself building your own adventure from a catalogue of offerings on the websites of special-interest travel advisors.
But how could you possibly know that your jungle destination for a photography masterclass was surpassed in natural beauty by a little-known Eden on another continent? How could you know that by moving your booking just two days you would witness
7 The traditional options at a glance As shown in Table 1, none of these traditional travel planning services are ideally suited to meet the four criteria for success.
So where else can you turn? Fortunately, there is a better option: a bespoke travel advisor.
Table 1: Summary of Travel Planning Options
CRITERIA FOR SUCCESS OPTION Extreme Extensive contacts and Exceptional Track record customisation local knowledge service with elite travellers
DIY online tools NO NO NO NO
Travel agents, tour operators NO NO NO NO
Corporate travel departments SOME NO NO SOME
Concierge services NO NO SOME YES
Special-interest tour operators SOME SOME SOME SOME
8 YOU’RE THE DESTINATION, YOUR JOURNEY IS WITHIN YOU
9 A Better Option: A bespoke Travel Advisor
To understand the difference between traditional travel services and get to know you and everyone in your travel party on a deeper level, bespoke travel advisors, consider buying a new suit. You could go then apply this intimate knowledge to finding the ultimate travel to a clothing store, pick something off-the-rack, and have it altered adventures, tailored to your needs. to fit. The result could be quite nice. But it would never be a peak, life-changing experience discussed for years by family members. While they carefully prepare an itinerary, they will cheerfully depart A bespoke travel advisor can provide you with this kind of highly- from it, responding minute-by-minute to meet the ever-evolving interests and whims of you, as travellers, in a new environment. personalised and fabulous travel adventure. Instead of selling a package and then moving on to the next project, What is a bespoke travel advisor? a bespoke travel advisor commits to a longer-term relationship, so they are there in the wings—or on the ground at the destination, if you A bespoke travel advisor serves as a specialised PA to guide you prefer—during each journey, making sure everything is extraordinary. through the world of travel. They take full responsibility for the project: They can suggest an unimaginable range of possibilities, assess the If we added a line for Bespoke Travel Advisors to Table 1, it would show risks and rewards of any destination or activity, and work tirelessly to “YES” across the board, showing that they meet every key criteria. increase your comfort and enjoyment of the final selection. Bespoke travel advisors take the time to ask intelligent questions and
10 What to Look for in a Bespoke Travel Advisor
The Holy Grail is a Bespoke 2.0 travel advisor who can go beyond the ‘where’ to focus on the ‘why’ and ‘how’. To succeed in creating the experience of a lifetime, a bespoke travel advisor should offer a proven track record on all four criteria shown in Table 1:
Extreme customisation
An extensive network of contacts and local knowledge
Exceptional service from start to finish
A proven track record working with elite travellers
Fortunately, there is one bespoke travel advisor that meets all four of these criteria: Brown + Hudson.
11 Extreme customisation To grasp the difference between a trip assembled by another Their elite tailors take the time for an in-depth conversation bespoke travel advisor and an experience created with Brown + about your lifestyle, tastes and needs. They propose fabrics from Hudson, let’s return to the analogy of buying a suit. the world’s finest mills, working with them to find a material you will absolutely adore. They measure you with the utmost care, Any tailor can claim to produce a bespoke suit. And they all follow analysing build, posture and stance before drawing numerous the same steps: taking your measurements, flipping through sketches to help them visualise the final results. The garment fabric samples, and calling you back for a fitting. The results— is created completely by hand, tailored through at least three while “bespoke”—may not be memorable. Compare that to the fittings, and then pressed to perfection. Every tiny detail is industry-leading experience you can receive at Gieves & Hawkes present, down to the genuine horn buttons. The only possible on London’s world-famous Savile Row. outcome is the suit of your dreams.
1. Moving up to Bespoke 2.0 The origins of the word ‘bespoke’ lies in Savile Row. Yet even this starting point for a journey, but what you want to achieve is world-renowned service has limitations. While a bespoke suit will intense flexibility and unprecedented personalisation. fit you perfectly the first time you wear it, it cannot evolve with you. What if you buy a bigger watch? Lose weight? Or take a Brown + Hudson will employ in-country guides, leaders, docents, fancy to a different fabric? fixers, butlers, and experts, smart enough to throw out the rule book and knowledgeable enough to turn on a dime to satisfy your To meet the trend towards ultra-personalisation in luxury travel, evolving needs. Brown + Hudson conceived something more: The only possible outcome of working with Brown + Hudson Bespoke 2.0. This provides the highest possible quality of travel is the travel adventure of a lifetime. The company’s elite travel experience, as organic and ever-changing as each traveller. planners take the time to learn your deepest needs. Then they go Bespoke 2.0 travel experiences allow minute-by-minute flexibility beyond fulfilling your every desire; they actually challenge you to to reflect your evolving needs, interests, or whims as you react to think bigger and to explore fabulous options you would otherwise a new environment. Programs or itineraries may be an acceptable never imagine.
2. An extensive network of contacts and local knowledge Brown + Hudson has friends in high, low and remote places, with a team of biological researchers. At the peak, they collected in regions around the world, including Borneo, the Amazon samples of the unique fauna that had evolved for centuries in this Rainforest and Mongolia. And if you want to explore uncharted secluded ecological niche. territory? Their advisors, and researchers, are ready to pack a bag, grab a GPS, and go scout a location in person. Just like the time This adventure, which will stay with these clients for life, was only clients asked them to find a tepui (table-top mountain) that had possible thanks to Brown + Hudson’s deep contacts in regions and never been summited. specialties the world over.
After Brown + Hudson found the perfect peak, they went one step further: arranging for the travellers to climb to the summit
12 3. Exceptional service from start to finish
Brown + Hudson only works with the world’s most exacting weren’t ready for their adventure to end. Any other travel company travellers. Even after spending a minimum of 30 hours crafting a would have scrambled to secure the best available suite at some program of experiences and activities to your precise needs, they luxury resort. Instead, Brown + Hudson called their logistics team recognise that those needs can change once a trip is underway. to the Grenadines, where they set up an elaborate desert-island Dedicated advisors, or specially selected in-country butlers, staff escape on an isolated sand bar. The traveller uncovered a buried and “fixers,” are on hand day and night to make any adjustments barrel of goodies complete with a map leading to the hidden requested by you, as the trip unfolds. camp and the gift of extra days of relaxation. Brown + Hudson never rests until you have been delighted by an experience so Here’s one example: Towards the end of an expedition in the memorable it will be vividly recalled by everyone present for a Amazon Rainforest, one traveller informed Brown + Hudson they lifetime.
4. A proven track record of working with the world’s most elite clients
Brown + Hudson founder Philippe Brown understands how to Archipelago where they dove beneath the waves to see the rich meet the most exacting demands, from direct experience. He marine diversity—in a submarine brought in from the Philippines. understands the subtle art and science of travelling. He and his team of hand-picked advisors are well-versed in security protocol, Meeting an isolated tribe: When a client travelling in the Amazon the essential role of the PA, and the finer details of private jet Rainforest wanted to meet a remote native community, Brown + travel. They can turn big ideas into once-in-a-lifetime experiences Hudson enlisted their contacts to reach the top echelons of the that truly turn dreams into reality. You would be hard-pushed to Brazilian government and gain the necessary permits. find any other team that could execute what Brown + Hudson has done, time and time again, in the most diverse and unique Then the company sent an advance party on a perilous three-day locations. Here are just a few examples: journey to meet with elders and win their approval for the visit. Next a dirt airstrip was created—designed to minimise ecological Biking through the desert: Brown + Hudson arranged for a impact and prevent the unmapped region from becoming ‘too client to bike through the Gobi Desert for two days on a Harley accessible’. An advance team transformed several abandoned Davidson. In the desert, the client stayed in a traditional nomadic traditional thatched homes into a luxurious safari-style camp. ger (yurt) camp custom-built with en-suite bathrooms, plush camel-hair blankets, and aromatherapy. As well, a small clinic was set up to ensure any emergency could be treated immediately. This clinic was left in place long after the Diving in a submarine: On a trip in Borneo, every comfort the client departed—one of the many ways Brown + Hudson thinks client requested was provided in their lodge by the Kinabatangan outside the box when it comes to sustainability and ethical travel. River, from hypo-allergenic pillows to their favourite Champagne and Scotch. Then the client travelled to the Semporna
13 Conclusions
Today, travellers such as yourself, are seek life-changing travel But all these have shortcomings that can compromise your experiences, extreme customisation, unfettered access, and travel experience. An ideal travel partner must offer four key impeccable execution. Traditional travel planning services include prerequisites: extreme tailoring, an extensive network of contacts DIY online tools, travel agents and tour operators, corporate and local knowledge, exceptional service from start to finish, and travel departments, concierge services, and special-interest travel a track record of working with elite travellers. advisors.
Fortunately, there is one bespoke travel advisor that meets all these criteria: Brown + Hudson:
This boutique company sets a new standard in customised travel planning that you can consider Bespoke 2.0
They have an unmatched and constantly expanding contact book of insiders around the world
A personal advisor works one-on-one with you, getting to the heart of your desires, and then making swift changes on demand, as the trip unfolds
After more than two decades planning and taking part in bespoke trips, Brown + Hudson knows the finer details of how to plan extraordinary travel experiences
To find out more about how you can benefit from Brown + Hudson’s unique travel planning services, contact Philippe Brown: Phone: +44 203 358 0110 Email: [email protected] Website: www.brownandhudson.com
© 2018 Brown + Hudson. All rights reserved. 14 About Brown + Hudson Brown + Hudson redefines what travel can be by curating transformative experiences in regions where they have rich one-of-a-kind experiences in every corner of the globe. Their local networks and unparalleled access to some of the world’s guiding principle: Any journey worth taking should be a rich, most inspiring and insightful individuals. personal story set within the larger narrative of a person’s life. There are other ways to visit exotic destinations in luxury, but For more information, visit www.brownandhudson.com with Brown + Hudson there’s far more to the journey than what to see and where to stay. The company offers rare and Sources
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3: Camille Dumont-Masson, “The Rise of Experiential Travel”, Origin, July 27, 2016. Retrieved April 30, 2017 from http://www.origindesign.ca/the-rise-of-experiential-travel
4: Laura Liption, “All that Money Can Buy”, CN Traveller, February 12, 2013. Retrieved April 30, 2017 from http://www.cntraveller.com/stories/2013-02-12/how-the-one-percent-travels-luxury-vacations
5: Natasha Mekhail, “Spafax High Net Worth Brands”, Spafax, 2016. Retrieved April 30, 2017 from http://www.bombardierexperiencemagazine.com/images/luxury-brands-media-kit.pdf
6: The Economist staff, “A Place to Lay Your Bread: The way that rich travel is changing”, The Economist, August 2015. Retrieved April 30, 2017 from http://www.economist.com/news/international/21662558-way-rich-travel-changing-place-lay-your-bread
7: Annie Fitzsimons, “7 Luxury Trends for 2017”, National Geographic, January 2017. Retrieved April 30, 2017 from http://www.nationalgeographic.com/travel/top-10/seven-luxury-travel-trends-hotel/
8: Jean Carmela, “5 Luxury Travel Trends for 2017”, World Travel Market, February 2017. Retrieved April 30, 2017 from http://news.wtm.com/5-luxury-travel-trends-for-2017/
9: Susan Ward Davies, “These Are 2017’s Best Travel Trends”, Elle UK, Feb 2017. Retrieved April 30, 2017 from http://www.elleuk.com/life-and-culture/travel/longform/a33717/booking-by-emoji-extreme-stargazing-oh-and-the- secret-unspoilt-beaches-of-india/
10: Nicole Quast, “Luxury Travel Trends 2017”, Global Traveler USA, January 2017. Retrieved April 30, 2017 from http://www.globaltravellerusa.com/luxury-travel-trends-2017/
16 CONTACT US
Brown + Hudson 85 Barlby Road, London, W10 6BN, United Kingdom
+44 203 358 0110