‘Chip luxury’ was once about fashion – but now it explains how even the top 1% travel

Heli-skiing on virgin ice in Antarctica For a cool $2.2 million. A $300,000 polar bear safari in an “off-limits” area of ​​Svalbard, Norway. About how Tracking snow leopards in the Himalayas With famous explorers for $100,000?

Such big-ticket travel experiences are indicative of a “quiet luxury” trend that has begun in the fashion world, with timeless lines eclipsing the brand’s colorful outfits.

Now, stealth wealth is pervading the travel industry, as the one-percenters increasingly abandon glitzy and watched destinations like Capri for more discreet travel.

Jacqueline Sena is the founder of India, an ultra-luxury travel company Cena Charlessaid she considers herself a longtime silent luxury disciple.

While others may prefer the boulevards of Paris or the beaches of Monaco, she escapes to Ho Chi Minh City in Vietnam once a year.

She said her clients are more focused on their families, wellness and mental health than ever before “because the world is so stressful.” As a result, they seek connections beyond the limelight when they travel.

But another important aspect of quiet luxury mobility is related to security. Since celebrity homes have been a target for burglars of late, high-profile events like the Super Bowl are less attractive, India said.

As a result, customers have to find remote locations, often at a moment’s notice, he said.

“We just booked a billionaire family on an island in a villa in Brazil. Brazil isn’t a place that immediately comes to mind … but, to me, it’s a place that still has authenticity and spirit. It has great food and an incredible spa and wellness culture,” said India.

Africa is another place where clients can find solitude, he said. She said it was the choice of former US President George W. Bush, whom she accompanied on a painstakingly organized personal visit to Ethiopia in 2015.

Roman and Erica is a luxury lifestyle company run by husband and wife team Erika Jackowitz and Roman Chaporukha. Jackowitz, a New York City native, compares the quiet luxury to the understated beauty of cashmere and contrasts it with the noughties trend of “wearing Chanel on your chest.”

Jackowitz manages the lifestyle needs of 30 families, ranging from politicians and tech CEOs to hedge fund executives, he said. He said that for him, quiet luxury travel is about exclusivity and privacy.

But the pandemic has fueled a desire among affluent travelers for meaningful experiences — from requests for recommendations to a quiet morning commute to arrange a tennis match with Roger Federer. Can be done.

Jackowitz said his clients never opt for traditional cruises, preferring private yacht charters. Actually, he said The booming charter market prevents many last-minute bookings.

“Now you’re competing with 10 other people who are traveling with friends and family,” he said. “There are only so many people who can afford these kinds of experiences.”

He said this drives money-making travelers to seek out new places for solitude.

The next frontier? Space, he said.

For one client, Roman and Erica secured a spot on the first all-private astronaut mission for $50 million, she said. Space travel is in such demand that Chaporokha founded a separate entity, Space VIP, to meet the demand.

Space Vision plans to begin a six-hour journey to the edge of space on its spherical capsule next year. So far, 50% of bookings are for full capsules that seat eight people, according to the Florida-based company. Price tag: $1 million.