As luxury travel shifts from five-star excess towards privileged access, deeper connections and purpose-led journeys, Charlotte Travel Singapore’s Louen Tang explains what today’s most seasoned travellers really want.
For all the technology that has made travel easier to research and book, deciding where to go has arguably become harder. Social media serves up endless supposedly undiscovered destinations, AI can produce an itinerary in seconds, and the world’s great luxury hotels are rarely more than a few clicks away. Yet for experienced travellers, more choice is beside the point. What matters is knowing which choices are actually worth making.
That distinction sits at the heart of how Louen Tang, Managing Director of Charlotte Travel Singapore, sees luxury travel evolving in 2026. The traditional trappings of five-star hospitality remain important, but today’s affluent travellers are increasingly spending on something harder to commoditise: access. They are travelling for wine, wildlife, gastronomy and wellness, and seeking encounters with people and cultures that cannot simply be booked off the shelf. Ironically, Tang believes this shift makes human expertise more valuable just as AI promises to automate travel planning — an algorithm can recommend a vineyard, after all; knowing the owner well enough to get you behind the cellar door is another matter entirely.
For our latest edition of Movers & Shakers, we spoke with Tang on the sidelines of luxury travel trade show ILTM Asia Pacific about the rise of purpose-led travel, why gastronomy and longevity are increasingly shaping itineraries, where “frontier luxury” goes next, whether AI can ever replace a well-connected travel advisor, and why sometimes the smartest way to experience somewhere extraordinary is simply to arrive when everyone else doesn’t.
Luxury travel has evolved considerably over the past decade. In your view, what does “luxury” actually mean in 2026, and what do you think travellers are increasingly willing to pay a premium for?
You are absolutely right that the definition of luxury has evolved significantly over time. In 2026, luxury is no longer defined solely by tangible assets such as five-star hotels, private transfers, or premium vehicles. While these remain important foundations, today’s luxury traveller is increasingly seeking something far more meaningful: authenticity, exclusivity, and human connection.
The modern luxury guest values experiences that cannot simply be purchased off a shelf. A knowledgeable and engaging guide bringing an archaeological site to life through compelling storytelling; an opportunity to share a conversation with a winemaker who relocated from France to Albania during a time of conflict; a private dinner hosted in a chef’s own apartment; or a sunrise yoga session in a secluded location free from distractions — these are the moments that create lasting memories and emotional resonance.
What travellers are increasingly willing to pay a premium for is privileged access: access to people, places, stories, and experiences that are genuinely rare and difficult to replicate. The true luxury lies not in extravagance, but in exclusivity, personalisation, and authenticity. It is about feeling connected to a destination in a way that most visitors never will.
Ultimately, the highest level of luxury today is not about what money can buy, but about what money alone cannot guarantee. When travellers encounter extraordinary experiences that are limited, deeply personal, and culturally enriching, they recognise their value and are willing to invest in them because they know such opportunities may only come once in a lifetime.
Charlotte Travel talks about “frontier luxury” and destinations beyond the obvious. Why do you think affluent travellers are moving away from traditional luxury destinations towards places like Ningxia, Zambia or Kyushu?
I believe the shift towards destinations such as Ningxia, Zambia, and Kyushu reflects a broader change in the mindset of affluent travellers. Today, luxury is increasingly driven by purpose and deeper connection rather than simply visiting the world’s most established luxury destinations.
Travellers choosing these places are rarely looking for a generic first-time experience. They are seeking authenticity, a richer understanding of local culture, and a different perspective on a destination that goes beyond the obvious. Many have already visited the traditional luxury hotspots and are now looking for stories, insights, and experiences that feel more personal and intellectually rewarding.
Take Ningxia, for example. It has emerged on the global wine map after earning international recognition through prestigious wine competitions. For wine enthusiasts, the appeal lies not only in tasting exceptional wines, but also in understanding how a relatively unknown region in northwestern China has developed a world-class wine industry. The journey itself becomes part of the discovery.
Zambia is another excellent example. It has long been overshadowed by some of Africa’s more famous safari destinations, yet it offers some of the continent’s most immersive wildlife experiences, including exceptional walking safaris that allow guests to engage with nature at a much more intimate level. Coupled with the magnificence of Victoria Falls, it delivers a sense of adventure and authenticity that many seasoned travellers find increasingly appealing.
Similarly, Kyushu is often recognised for its renowned hot springs, but its appeal extends far beyond wellness. The region offers a fascinating blend of history, culture, and gastronomy. Nagasaki’s centuries of international exchange have left a lasting influence on Japanese cuisine and confectionery traditions, providing culturally curious travellers with a deeper appreciation of Japan beyond the usual Tokyo–Kyoto–Osaka circuit.
At Charlotte Travel, we continue to appreciate the timeless appeal of traditional luxury destinations. However, we believe these emerging and lesser-known regions offer something equally valuable: the opportunity to experience a destination before it becomes mainstream, to connect with people and traditions in a more meaningful way, and to return home with stories that few others can tell.
Frontier luxury is not about going somewhere remote for the sake of being different. It is about discovering places with genuine depth, character, and substance — and matching them with travellers who value those qualities. That is where these destinations truly shine.
What separates a genuinely emerging destination from somewhere that’s simply fashionable for a season?
A genuinely emerging destination is defined by substance, not by trend. What separates it from a destination that is merely fashionable for a season is its depth of culture, authenticity, and long-term appeal.
One of the qualities I admire most about destinations such as Ningxia and Sardinia is that their local character remains largely shaped by the community itself rather than by tourism development. The traditions, lifestyle, gastronomy, and daily rhythms are still authentic and organic, rather than curated specifically for visitors. That authenticity creates a far more meaningful connection between travellers and the destination. A fashionable destination may enjoy a surge in popularity driven by social media exposure or a temporary travel trend, but an emerging destination possesses genuine assets that sustain interest over time — whether that is a distinctive cultural heritage, world-class wine production, exceptional natural landscapes, or unique local experiences. These are the foundations that continue to attract discerning travellers long after the spotlight has moved elsewhere.
For affluent travellers in particular, the appeal lies in discovering a place at a stage where it still feels genuine and relatively untouched. They are not simply looking to visit somewhere new; they are looking to understand a destination on a deeper level and experience it before mass tourism inevitably changes its character.
A truly emerging destination is one that can remain relevant and desirable even after the trend cycle has passed. It offers authenticity, a strong sense of place, and compelling stories that endure far beyond a single season of popularity.
One of the strongest trends we’re seeing is travellers spending longer in fewer destinations. Are there certain destinations that simply reveal themselves better when travellers slow down? Are your clients beginning to prioritise depth over ticking countries off a list?
Travel today is no longer about how many countries someone can visit in a single trip; it is increasingly about how deeply they can engage with a destination. As destinations continue to evolve and expand their offerings, travellers are becoming more sophisticated in what they seek from their journeys. They want experiences that create a genuine connection with a place, its people, and its culture.
At Charlotte Travel, we have been curating immersive, in-depth travel experiences for more than a decade. We have seen a clear shift towards travellers prioritising quality of experience over the number of destinations visited. Rather than rushing through a checklist of landmarks, they want the time and space to uncover the character of a destination and experience it in a more meaningful way.
Some destinations naturally lend themselves to a slower pace of travel. Places such as Japan, Sicily, Bhutan, or South Africa reveal far more when travellers spend time exploring beyond the headline attractions. The deeper one ventures, the more layers of culture, history, cuisine, and local life emerge. These are destinations that reward curiosity and encourage repeat visits.
At the same time, there are many lesser-known destinations whose appeal is not immediately obvious. Their value lies beneath the surface and requires thoughtful curation. This is where expert guidance becomes increasingly important. The role of a travel advisor is not simply to arrange a trip, but to uncover hidden opportunities and match them with the right traveller. What may seem like an ordinary destination to some can become a profoundly enriching experience for those with the right interests and expectations.
We are seeing a clear move from collecting destinations to collecting meaningful experiences. Affluent travellers are increasingly choosing depth over breadth, favouring longer stays, richer encounters, and a stronger sense of connection. In many ways, this reflects the evolution of luxury itself: less about seeing more, and more about experiencing more.
Your clients are among Asia-Pacific’s most experienced travellers. What shifts in their behaviour have surprised you most over the past year?
One of the most interesting shifts we have observed among our clients over the past year is that travel has become increasingly purpose-led. Rather than choosing a destination first and then deciding what to do, many travellers are starting with a specific interest — whether it is wine, wildlife, gastronomy, wellness, art, or motorsport — and are willing to travel across the world to pursue it. The destination itself has become secondary to the experience.
At the same time, we have noticed a declining emphasis on famous landmarks and “must-see” attractions. Many of our clients have already visited the world’s iconic destinations, and today they are far more interested in what lies beyond the highlights. They seek authentic interactions, local stories, and experiences that provide a deeper understanding of a place rather than simply checking it off a list.
Another notable change is a growing appreciation for seasonality and timing. Travellers are increasingly aware that when they visit can be just as important as where they visit. Whether it is harvest season in a wine region, the migration of wildlife, a culinary festival, or a brief natural phenomenon, they are planning their journeys around moments that cannot be replicated at any other time of the year.
We are also seeing strong growth in multi-generational family travel. Families are investing in meaningful time together and looking for highly personalised itineraries that cater to every generation, from grandparents to young children. The expectation is no longer a one-size-fits-all holiday, but a thoughtfully curated experience where every family member feels engaged and fulfilled.
Finally, we are seeing more travellers embracing small-group journeys with like-minded individuals who share a common interest or passion. Whether it is a wine-focused expedition, a culinary journey, or a specialist cultural experience, these trips offer a sense of community and meaningful connection that many travellers find as valuable as the destination itself.
Taken together, these trends point to a broader evolution in luxury travel. The most experienced travellers are no longer seeking more destinations; they are seeking greater relevance, deeper personal meaning, and experiences that reflect who they are and what they are passionate about. That, in many ways, is the new definition of luxury.
How important has gastronomy become when clients choose a destination today?
Gastronomy has become one of the most influential factors in destination selection today. In the past, food and wine were important components of a holiday; today, they are often the primary reason for travelling. For many affluent travellers, gastronomy is no longer an addition to the journey — it is the journey itself.
We increasingly see clients prioritising culinary experiences before arranging the rest of their itinerary. Securing a table at a sought-after restaurant, meeting a renowned winemaker, participating in a destination dining experience, or gaining access to a private culinary event often becomes the anchor around which the entire trip is built.
At Charlotte Travel, we have curated journeys where a destination is experienced through its cuisine, wine, and local food culture. Regions such as Sicily and the Basque Country are excellent examples. While both are rich in history and natural beauty, it is often through their gastronomy that travellers develop the strongest emotional connection to the destination. Food tells the story of a place—its people, traditions, geography, and heritage—in a way that few other experiences can.
What is particularly interesting is the growing demand for immersive and educational culinary experiences. In Nagano, for example, one sake brewery offers hands-on sake-making programmes that allow guests to participate for several days or even a full week. These experiences provide a much deeper understanding of local culture than simply tasting the finished product.
The same trend can be seen globally in the rising popularity of vineyard harvest experiences, winemaking workshops, truffle hunting, artisanal food production, and farm-to-table programmes. Travellers increasingly want to understand not only what they are consuming, but also the craftsmanship, traditions, and stories behind it.
Gastronomy has evolved from a supporting element of tourism into a powerful driver of travel decisions. The most memorable meals are often about much more than food — they create cultural connections, meaningful encounters, and lasting memories. For many of today’s luxury travellers, experiencing a destination through its cuisine is one of the most authentic and rewarding ways to understand its identity.
Wellness travel has matured considerably. It’s no longer just spa retreats and yoga holidays. What does modern wellness actually look like among your clientele?
Wellness travel has undergone a fundamental transformation over the past few years. Among our clientele, wellness is no longer viewed as something reactive — a short escape to recover from stress or burnout. Instead, it has become a proactive investment in long-term health, performance, and quality of life.
Today’s travellers are increasingly focused on measurable outcomes rather than simple pampering. While spa treatments and relaxation still have their place, many clients are seeking programmes that deliver tangible benefits, whether that is improved sleep, better nutrition, enhanced fitness, stress management, longevity, or overall wellbeing. They want to return home feeling genuinely healthier, not just temporarily refreshed.
We are also seeing wellness become seamlessly integrated into broader travel experiences rather than being the sole purpose of a trip. A client may spend several days exploring a destination while incorporating personalised wellness elements such as guided mindfulness sessions, nutrition-focused dining, sleep optimisation, nature immersion, or access to leading health specialists. Wellness is becoming part of a lifestyle rather than a standalone holiday category.
Another significant trend is the convergence of upscale hospitality and medical expertise. Some of the most sought-after wellness experiences today combine world-class accommodations and service with evidence-based health assessments, preventative medicine, longevity programmes, and specialist consultations. Travellers increasingly expect both scientific credibility and exceptional comfort.
Modern wellness is highly personalised. It is no longer about following a standard retreat programme, but about understanding an individual’s goals and creating experiences that support their physical, mental, and emotional wellbeing. For many affluent travellers, the ultimate luxury today is not simply indulgence — it is investing in their health, vitality, and longevity while enjoying meaningful travel experiences.
Charlotte Travel has developed programmes specifically for women navigating different life stages. Do you think wellness travel is becoming more personalised and medically informed rather than purely indulgent?
Absolutely. One of the most significant developments in wellness travel is the shift from generic wellness experiences to highly personalised, and as you say, ‘medically informed’ programmes. Travellers are increasingly recognising that wellness is not a one-size-fits-all concept, particularly for women whose health and wellbeing needs evolve considerably throughout different stages of life.
We have seen growing demand from women seeking programmes tailored to specific priorities, whether that relates to stress management, hormonal health, fertility, pregnancy, postpartum recovery, menopause, longevity, or healthy ageing. Rather than simply looking for relaxation, many travellers want a deeper understanding of their health and practical strategies they can integrate into their daily lives long after they return home.
There is also a clear move towards evidence-based wellness. Clients are becoming more informed and discerning, and they increasingly seek programmes designed and led by qualified medical professionals, nutritionists, longevity specialists, and wellness experts. They want credible guidance supported by science, alongside measurable outcomes that contribute to their long-term wellbeing.
At the same time, luxury remains an important part of the experience. The most successful wellness journeys combine clinical expertise with exceptional hospitality, privacy, and comfort. Travellers no longer see these elements as mutually exclusive — they expect both.
Personalisation is replacing the traditional one-size-fits-all wellness retreat. The future of wellness travel is about understanding the individual, where they are in life, and what they hope to achieve. For many women today, true luxury is not simply taking time away; it is investing in their health with programmes that are relevant, meaningful, and tailored to their unique needs and life stage.
With AI, social media and countless travel apps, people have never had more information. Yet travel advisors seem to be experiencing something of a renaissance. Why do you think this is the case?
The rise of AI, social media, and travel technology has undoubtedly transformed how people research and plan their travels. Today, travellers have access to more information than ever before, and AI can help narrow thousands of options down to a shortlist in seconds. Yet, rather than diminishing the role of travel advisors, this abundance of information has made expert guidance even more valuable.
The challenge for today’s traveller is no longer access to information — it is knowing which information to trust, what is genuinely relevant, and how to turn it into a meaningful and seamless experience. Information can tell you where to go; experience and expertise can tell you why, when, and how to experience a destination in the most rewarding way.
Bespoke travel, in particular, is deeply personal. The most memorable journeys are rarely built from online recommendations alone. They are shaped by an understanding of a traveller’s interests, preferences, travel history, and aspirations. This level of personalisation requires human insight, empathy, and conversation — qualities that technology can support but not fully replace.
There is also another critical element: access. Many of the experiences that affluent travellers seek today are based on relationships and local connections. Whether it is a private meeting with a winemaker, access to a family-run estate, a chef-hosted dining experience, or an introduction to local experts and personalities, these opportunities often exist because one trusted person knows another. Authentic experiences are built on human networks, not algorithms.
At Charlotte Travel, we see our role evolving from booking travel to curating experiences and providing trusted counsel. Clients increasingly value having someone who understands them, can challenge their assumptions, uncover opportunities they may never have discovered themselves, and advocate for them when plans need to change.
In many ways, the more digital the travel landscape becomes, the more valuable the human element becomes. AI can provide answers, but meaningful travel is ultimately about people, relationships, stories, and experiences. That is why we believe travel advisors are not becoming less relevant — they are becoming more important than ever.
Why was now the right time for Charlotte Travel to establish a presence in Singapore? What makes Singaporean travellers distinctive? And compared with clients elsewhere in Asia, what do Singapore travellers value most when designing a bespoke itinerary?
Establishing a presence in Singapore was a natural evolution for Charlotte Travel. Over the years, we have built a loyal client base in Singapore, and we have also seen many of our existing clients relocate there for both business and personal reasons. As demand from the market continued to grow, it became increasingly important for us to have a local presence and be closer to the clients we serve. It was not so much a strategic leap as a natural business progression driven by our clients’ needs and the strength of the relationships we have developed in the region.
What makes Singaporean travellers particularly distinctive is their strong emphasis on experiences and value of time. They are highly international, exceptionally well-travelled, and often very informed before they begin planning a trip. Rather than being impressed by luxury for luxury’s sake, they tend to focus on the quality, uniqueness, and authenticity of the experience itself.
Compared with some other markets in Asia, we find that Singaporean travellers are often more willing to prioritise meaningful experiences over ultra-luxury accommodation. While they certainly appreciate excellent hotels and service, what excites them most is access to experiences that are memorable, exclusive, and enriching. It could be a private culinary experience, a behind-the-scenes cultural encounter, an immersive wine journey, or access to local experts and personalities who can bring a destination to life.
By comparison, travellers from markets such as Hong Kong often place a greater emphasis on comfort, convenience, and the quality of accommodation as part of the overall luxury experience. Both markets value bespoke travel, but their priorities can differ.
Singaporean travellers are highly sophisticated and curious. They value authenticity, efficiency, and experiences that offer depth and personal meaning. They are less interested in simply visiting a destination and more interested in understanding it. That mindset aligns very closely with Charlotte Travel’s philosophy of creating deeply personalised journeys that go beyond the conventional luxury travel experience.
If you had to identify one luxury travel trend that everyone is talking about but you believe is overrated, what would it be?
If I had to identify one luxury travel trend that is perhaps overrated, it would be travelling purely for social media moments. Social media has undoubtedly inspired people to discover destinations they might never have considered before, which is a positive development. However, it has also created a tendency for travellers to pursue the same photo opportunities, visit the same locations, and follow increasingly identical itineraries. As a result, some destinations become overcrowded, while the experience itself can feel surprisingly superficial.
I believe true travel should not be about replicating someone else’s journey. It should be about creating experiences that are personal, meaningful, and relevant to the individual traveller. The most memorable moments often happen away from the spotlight — during an unexpected conversation with a local, a private visit that few people know about, or a quiet experience that cannot be captured fully by a photograph.
In fact, many of the experiences our clients treasure most are often the least photographed. They are valued not because they generate social media engagement, but because they create genuine emotional connections and lasting memories.
We are also seeing a shift in mindset among experienced travellers. Increasingly, they are seeking personal fulfilment rather than social validation. They are less interested in travelling somewhere because it is trending online and more interested in travelling somewhere that aligns with their passions, whether that is wine, wildlife, gastronomy, history, wellness, or cultural discovery.
Bespoke travel should be measured by the depth of the experience rather than the number of photographs shared. The most rewarding journeys are not necessarily the most visible ones — they are the ones that leave a lasting impact long after the trip is over.
Conversely, what’s a trend that isn’t getting enough attention but you believe will define luxury travel over the next decade?
If I had to identify one underappreciated trend that I believe will shape luxury travel over the next decade, it would be purpose-led travel among small groups of like-minded individuals.
Traditionally, luxury travel has focused on couples, families, or private journeys. However, we are seeing growing demand from travellers who want to explore the world alongside others who share a common passion, whether that is wine, gastronomy, wildlife, wellness, photography, history, or adventure. The destination becomes only part of the experience; equally important is the opportunity to engage with people who have similar interests and perspectives.
Another trend that deserves more attention is the rise of solo travel. More affluent travellers are becoming comfortable travelling independently, not because they want to be alone, but because they want the freedom to pursue their interests without compromise. Solo travellers today are increasingly confident, sophisticated, and experience-driven. They often seek highly personalised itineraries, meaningful local connections, and opportunities for self-discovery rather than traditional sightseeing.
A third trend that I believe will become increasingly influential is the convergence of travel, wellness, and healthcare. Medical and health-focused travel is evolving far beyond the traditional concept of travelling abroad for treatment. We are seeing growing interest in preventative healthcare, longevity programmes, advanced diagnostics, sleep optimisation, nutrition, and personalised wellness plans delivered in luxury hospitality environments. As populations age and people become more proactive about their long-term health, this segment has significant growth potential.
What connects all three trends is a shift away from status-driven travel towards purpose-driven travel. Increasingly, affluent travellers are not asking, “Where should I go?” They are asking, “What do I want to learn, improve, experience, or achieve?” The destinations, experiences, and travel formats are then built around those objectives.
I believe the next decade of luxury travel will be defined less by extravagance and more by relevance. The most successful travel experiences will be those that align closely with an individual’s passions, wellbeing, and personal aspirations. That evolution is already underway, but it is still receiving far less attention than it deserves.
Finally, if you could give affluent travellers just one piece of advice before planning their next big journey, what would it be?
If I could give affluent travellers one piece of advice before planning their next major journey, it would be this: don’t automatically travel during the peak season.
The best time to visit a destination is not always the most popular time. In fact, some of the most memorable travel experiences happen when there are fewer visitors, greater opportunities for authentic interaction, and a stronger sense of place. Travelling outside the peak season often allows guests to experience a destination as it truly is, rather than as it is presented to the masses.
I experienced this personally in Uzbekistan during winter. It was certainly cold, but with the right preparation it was entirely manageable. What made the journey exceptional was seeing Samarkand covered in snow, witnessing local life unfold without large tourist crowds, and having the opportunity to spend time in workshops and markets where daily life continued naturally. Conversations felt more genuine, interactions were less rushed, and the destination revealed a side of itself that many visitors never get to see.
These are often the moments that stay with you long after a trip has ended. They may not be the experiences featured in guidebooks or social media, but they provide a much deeper connection to a place and its people.
That said, every destination is different. An off-season visit can be magical in one destination and less rewarding in another. Understanding weather patterns, seasonal highlights, local events, and operational realities requires expertise and local knowledge.
Which is why my second piece of advice — closely related to the first — is to seek guidance from a trusted travel advisor. A good advisor does more than arrange logistics; they help travellers identify the right destination, the right timing, and the right experiences based on their individual interests and objectives.
The most rewarding journeys are often those that step slightly away from the obvious. Luxury travel is not about following the crowd—it is about discovering experiences that feel uniquely personal, meaningful, and memorable. Sometimes, simply choosing a different season can completely transform the way a destination reveals itself.
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Learn more about Charlotte Travel and its programmes at: www.charlottetravel.com.
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