This story belongs to the Fortune India Magazine May 2025 issue.
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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.