Travel has become central to many people's lives and a major
influence on today's lifestyles.
Travel intersects with nearly every major lifestyle trend of
2026: wellness, mindfulness, sustainability, personal expression,
experience-led living, deeper connections, and intentional living.
That brings us to bespoke travel, with its emphasis on
personalization, customization, exclusivity, VIP access, privacy, and
one-of-a-kind experiences. Is bespoke travel elitist? Is it a sign of
privilege?
After all, bespoke experiences often take place in places
where the local population cannot afford them and does not have the opportunity
to live like that. How are the people delivering these exceptional experiences
treated: as servants or as respected hosts and professionals? Are they
subjected to disrespectful behavior or abusive language?
Bespoke travel doesn't have to be elitist. Much depends on
how we travel.
I believe we in the travel industry share responsibility
here, including travel advisors, travel suppliers, and those in hospitality,
activities, and entertainment. We can guide clients and travelers to embrace
the idea that their personal journey or the simple pleasure of a break from the
ordinary makes an impact on the people and places they visit.
I know this may sound like lofty, bigger picture thinking.
But consider how travel connects us. It is our opportunity to share what is
common among all of us. To celebrate our differences. To make friends along the
way. The personal stories we bring home are often about the people we meet—the
people who made us feel special.
As we travel, we have a responsibility to protect and
respect the lands and the communities we are privileged to enjoy.
Bespoke travel will remain the standout marketing message
for travel sellers next year. Let's pair the message: the reasons we travel for
our well-being with the well-being of the people we meet along the way.
That is
what it means to travel as a citizen ambassador.
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