Opinion / Is Kim Kardashian’s private island birthday the new normal of luxury travel? Covid-19 means the super-rich are turning to private jets and experiences for safety

Nov 7 , 2020

The Bulgari in Dubai – the future of post-pandemic luxury? Photo: Bulgari

As the coronavirus prompts us to increasingly consider wellness and quality of life, consumer demands have shifted towards private jets and travel experiences, touchless technology, and ‘workcations’ – but can luxury travel brands keep up?

This article is part of STYLE’s Inside Luxury column

October saw a grim resurgence of Covid-19 in the USA and Europe. New lockdowns and restrictions in France, the UK and Germany, among other countries, are a precursor of what is to be expected in many places around the world, once hopeful that they had a grip on the pandemic. Much of 2021 will be impacted by coronavirus and this will have significant effects on luxury categories.

Clients queue up in front of Louis Vuitton in May 2020 in Paris as France cautiously lifted its lockdown. Photo: AP Photo

IMS Hong Kong and Équité has been conducting a consumer sentiment study since the end of 2019 through the pandemic. The study aims to track and understand the changes in consumer interests and preferences. One striking change was the desire to improve quality of life. Many of us, for the first time, have experienced the advantages of commuting less while we work increasingly from home. This leads to rethinking life as a whole.

This has far-reaching consequences that can be felt across all luxury categories. In fashion, for instance, we are observing a worldwide tendency to shop for more practical and comfortable, yet ultra-luxurious, clothes. Meanwhile, cross-body bags and tote bags have seen a spike in demand, especially in large cities like New York, Tokyo, Shanghai and Moscow, as people adjust to a lifestyle influenced by the pandemic.

And as people take their quality of lives increasingly seriously around the world, one of the most important aspects of this is being able to spend quality time away from home. While travel was once normal, it has now become a luxury as taking trips potentially exposes us to an increased risk of Covid-19 infection. At the same time, the desire to travel has never been higher. After all, we always want what is difficult to attain.

A picnic arranged by the 14-room Dar Ahlam hotel in Skoura, Morocco. Photo: SCMP Archives

The trend towards private aviation and holidaying at secluded, yet super luxurious private properties and islands around the world has been evolving since the pandemic started. Private jet company Gulfstream outsold Boeing for the first time in the second quarter, becoming the largest US aircraft manufacturer for a short time. The recent, highly controversial birthday party of Kim Kardashian on a private island is another case in point.

The bottom line: people want to travel, and luxury travel brands that can combine the ultimate treat with the ultimate protection are creating extreme value for their customers, and will see their demand surge in a world where people are looking for safe ways to enhance their lives.

Lauren Berger, founder, president and CEO of the Lauren Berger Collection, a pioneer in ultra-exclusive private property rentals for business and leisure travel, said that “the demand for unforgettable luxury holidays at the highest level of service was never higher. What people are looking for is the combination of absolute hospitality, experiences that blow their minds, and peace of mind when it comes to comfort and safety”.

Crystal Cruises’ new VIP jetliner, a Boeing 777-200LR. Photo: Seattle Times/TNS

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