Creating iconic experiences is essential to build a luxury brand that resonates deeply with clients – and this sense of iconicity is equally crucial in the world of luxury travel, according to experts speaking at the recent Essence of Phuket travel show.
As the theme of the first of three gatherings for Serandipians and Takumians by Traveller Made, iconicity was explored in great depth at the event’s opening session, with Traveller Made Founder and President Quentin Desurmont welcoming speakers including Jean-Noël Kapferer, one of the world’s foremost thought leaders on luxury, to share their ideas.
“There are no luxury brands without icons,” Kapferer declared. “Icons are more than just symbols; they are powerful experiences that evoke admiration and respect. In luxury travel, these icons must go beyond providing services—they must create something extraordinary that clients will cherish and aspire to.”
Icons in luxury travel can take many forms, he said, but they all have one thing in common – they connect with clients on an emotional level. For example, staying in a renowned suite like the Mark’s Penthouse in New York or the Churchill Suite at the Mamounia in Marrakech isn’t just about a luxurious room – it’s about the story and history attached to the experience.
“Luxury brands… want adoration from the clients,” Kapferer said, adding that an iconic travel experience fosters this sense of reverence.
The idea of icons in travel extends to unforgettable journeys or even people, Kapferer noted, ranging from experiences like a visit the sherpas of Nepal to a trip on the Orient Express. This legendary train journey promises not just transportation, but a deeply luxurious, historical experience that resonates with travellers, he explained.
For iconic travel services are about more than just comfort—they involve immersing clients in a story, a tradition, and an elevated lifestyle. As with any iconic luxury product, the goal is not just to meet the client’s needs but to “elevate the client” in an extraordinary way.
The distinction between an icon and a bestseller in the luxury travel industry is clear, in Kapferer’s view. A bestseller might capture the trends of the moment, but “icons are about long term,” he said. A bestseller will come and go, whereas an iconic experience endures through the years.
To remain relevant, however, icons in the travel industry must evolve. As Kapferer explained, “luxury growth is based on new ways of people coming” into the market, and “icons must remain stable” while adapting to the desires of new generations.
Sustainability is one example of how these iconic experiences must evolve. By offering eco-conscious luxury experiences, such as sustainable safaris or eco-friendly resorts, luxury travel agents can ensure that their icons continue to resonate with today’s travellers.
