WHEN IT COMES to holidays, luxury travellers are keener to explore lesser-known places than the usual big, popular cities they are used to visiting. Smaller towns and villages in Europe and Asia offer them a sense of privacy, especially if they are celebrities or well-known businesspersons. They also offer them more niche and refined experiences and a more personalised and unique range of leisure activities. With all these come a sense of peace and relaxation that these travellers, who otherwise lead hectic lives, so keenly look out for.

McKinsey’s latest report on the perceptions of luxury travellers, among other interesting facts, also mentions, “ultra-high-net-worth individuals (UHNIs) prefer quiet luxury with personalised service targeting remote, private destinations, accessible via private airports or helipads, that feature tailored experiences available nowhere else”. The report further states that luxury travellers like to go on exotic and adventure-focussed vacations such as yachting trips and safaris.

When it comes to luxury travel, Gautam Singhania, chairman & MD of diversified business group Raymond Ltd, is someone who loves both the quietness of a remote island and the buzz of a popular holiday destination. And he loves his sailing holidays, as well as the driving ones. Singhania says that the best thing about having a yacht is that one can take it to wherever you want, whenever you want. “When I am in the mood to have a quiet time, I sail to the eastern tip of [the] Maldives which is not frequent ed by many and gives me a sense of privacy and exclusivity,” he says. “Once you get there, you get into a mix of water sports—I love jet-skiing—mingle with the local crowd and understand the place and its culture better.”

Singhania, who is well known for his automobile collection as well as the range of sports cars he owns, also loves to go on driving holidays. “These days, the roads in Mumbai and other parts of the country are very good for driving. Rajasthan, Arunachal Pradesh and the Himalayan region are some of my favourites in India; when in Europe, I love driving in the Alpine region there, and in Mykonos and Saint-Tropez,” he says. Singhania admits that since he is not a foodie, fancy restaurants may not always be a part of his list of places to look out for while travelling. “Luxury travelling itself is an indulgence and I love to mix my business travels with pleasure,” says the billionaire.

In search of peace

Peace and the tranquil nature of destinations are the other factors that business leaders keep in mind while planning their getaways, when they take well-deserved breaks from their hectic schedules that run through weeks and months. Travel experts say that they have observed a shift in how the elite approach their vacations— they choose smaller, lesser-known yet culturally richer locations. “Their aspirations and desires may not have changed but there is a clear shift when it comes to their choice of destinations and dining experiences,” says Mishti Bose, CEO of Quintessentially India, which curates bespoke travel experiences for UHNIs.

As well-known tourist spots become more crowded, the elite crave privacy and head to places where they can escape from the demands of their everyday lives and experience exceptional activities. Increasing interest in cultural journeys where they are not only exposed to unique locales but are also immersed in local traditions and heritage is something that luxury travellers demand today.

In their quest for extraordinary experiences, they may find themselves spending a week with Tibetan monks in the Himalayas, or staying at private conservation areas in the wilderness of Africa. For some, it’s the cultural vibrance and heritage that prompt them to visit lesser-explored locations. For instance, it’s the local culture that attracts billionaire Falguni Nayar to a region. While on holiday, the founder & CEO of beauty, fashion, and wellness brand Nykaa likes to explore the local culture and prefers destinations that calm her mind. “My recent holiday [was] to Blanket Bay—an hour’s drive from Queenstown in New Zealand—a quaint little town with snow-capped mountains and [a] lake that give a sense of tranquillity,” she says. “I love to know the local culture and the ways of life of the people there when I travel to such destinations.”

Nayar says during the trip she also visited Rotorua, on the North Island of New Zealand, where she came face to face with Maori culture. Rotorua, set on the shores of its namesake lake, in addition to Maori, is known for its geothermal activities with bubbling mud pools, and a 30-metre-tall Pohutu Geyser that erupts several times daily. This town is also home to a living Maori village and has the New Zealand Maori Arts and Crafts Institute with displays of traditional wood carvings.

Mixing business with pleasure Sometimes, work schedules could keep industry captains or celebs from planning a holiday. Or maybe their work takes them to fascinating locations around the world. For example, renowned artist Subodh Gupta travels the world frequently for his exhibitions. “Work takes me to various places and there was this time when it took me to Malaga in Spain [for an exhibition of my work],” says Gupta, adding that he made it a point to explore the location then.

“When I travel, I love to move around mixing with the local people and exploring the local cuisine… For me, this city was fascinating because Pablo Picasso was born there,” he says. Celebrity fashion designer Manish Malhotra echoes the same sentiment.

Work takes him to exotic locations, and he sometimes makes it a point to stay back for a few more days to understand and explore these places. “Versailles is one of my most favourite places… I visited the place on an invitation from Moët & Chandon and… I fell in love with the city with so much history and creative spirit. Walking around the city is the best way to know the place, its people, and culture and that’s what I do all the time,” says Malhotra. “In fact, on another work trip, I was in Mykonos to shoot for a song sequence for Chalte Chalte with Shah Rukh Khan and Rani Mukerji. Since it was a song, it got over in two days. Shah Rukh told me to hang back for a couple of days to explore the city. Every night, after dinner… I set [out] on foot to experience the city. I find that city so liberating.”

There are also some UHNIs who get their travel itineraries prepared by professional agencies that are equipped to handle all their needs. These agencies, armed with the tastes and preferences of their members in their data banks, come out with tailor-made holiday options for them to choose from. “When it comes to their holidays, they definitely want a far more exclusive experience,” says Bose of Quintessentially India, which handles such needs of their elite clientele. She explains that the shift in UHNIs’ preference for exclusive destinations and bespoke experiences can be attributed to the wealth of information they have access to now. With the touch of a button, the internet throws up so many exclusive, high-end choices, that all today’s luxury traveller has to do is pick up their phones and speak to their favourite concierge. “It could be a small village in Spain or an eight-seater exclusive dining place, most high-end travel lers today choose not to go to places where the herds head. They don’t go there because many people talk about it… it’s just the opposite,” says Bose. For example, private islands in the Maldives, the Seychelles, or Fiji are not just about beaches and sun; they offer seclusion, a sense of exclusivity, and the opportunity to enjoy a fully customised experience.

Curated experiences

Manoj Adlakha, former CEO of American Express India, feels that affluent clients now are not only aware of what exactly they want; they are also very particular about the kind of services they want to experience during their holidays. “There has been a rise in the demand for personalised services in India and people are willing to shell out that extra buck for the unique experiences,” says Adlakha, who is founder & CEO of RedBeryl Lifestyle Services, an agency that creates custom-made travel experiences for their elite clients. “Based on our interactions with them where we understand their needs—the occasion, the kind of indulgences they require, etc.—we give them a few options in different budget slots, and they choose how much they want to spend on their private times.” Adlakha says depending on the tastes and preferences of clients, his agency offers them the best possible on-ground experiences in areas around the world that offer them privacy and exclusivity.

Whether it’s the Galapagos Islands in the Pacific Ocean, the African savannah, the wilderness of New Zealand, or adventurous options that the otherwise peaceful Bhutan offers, the luxury traveller of today wants something out of the ordinary. Away from the big cities and the buzzing life that they offer, discerning travellers are more interested in exploring peaceful and calmer locations such as Greenland’s icy landscapes, kayaking or watching the Northern Lights in total seclusion. Or, some take their vacations several notches higher, such as hiring and island—for instance, Richard Branson’s Necker Island in the British Virgin Islands or Laucala Island in Fiji—for a never-before kind of experience; pick one, and the rarest of rare options will begin to unfold. Want a relaxing break? Board your private jet with its customised gourmet meals, massages, and entertainment, head to the airport nearest to your dream destination, and choppers will be waiting to whisk you away to your favourite island, and private villas (with butlers and personal chefs) will envelop you in the lap of luxury as you enjoy the pristine beaches, take part in water sports, and experience fine dining. These incredible experiences will rejuvenate you for a better tomorrow.

Go ahead. You truly deserve this.