THE ENDS OF THE EARTH
Want to hop on a private jet, fly to an exotic destination and have an over-the-top vacation? All it takes these days is a decent credit limit. Thanks to a sort of dumbing down of luxury travel in recent years, what was once reserved for the elite traveller is now accessible to almost anyone, as brands try to appeal to a larger audience and, as a result, end up alienating top -tier clients.
“Luxury brands often miss the opportunities to reach the highest echelon of travellers by serving downmarket experiences,” as Wealth-X, a data company that curates intelligence on wealthy individuals from around the world, notes. “It’s the result of a troubling trend of mass market luxury, standardised luxury travel marketing [that] appeals to both high net worth [HNW] and ultra-high net worth [UHNW] individuals, and the homogenisation of luxury goods and services across these tiers of
