what is luxury travel?

Luxury travel has, arguably, changed in a number of ways. It is no longer so much about 5-star opulence, and instead has become more about authenticity and value. By value, we do not mean how much things cost, but what they are worth.

What has caused this change?

A little thing called Covid-19.

Life after Covid

We don't know if you remember, but we had a little pandemic situation not too long ago. It changed a few things - in fact, it changed everything. Including the very meaning of luxury travel and the value we have now allocated to our time.

Whilst we thought we had a good idea as to what luxury travel is, or at least was pre-pandemic, and even though it still escapes a true definition, we see that some things have fundamentally changed.

When Covid had the world by the throat, it soberly reminded us of many things. We realised the importance and need for family, friends and togetherness after it was simply no longer allowed. Only after it was taken away from us did we truly begin to understand the privilege and the joy of escaping to other places in the world. We didn't know when, or even if, we could travel again like we used to.

So, when the time came that we could once again pack our suitcases, we took what we thought was our revenge on Covid, and we certainly made up for lost time. It is that time that has now become so much more valuable. In many ways it has become a currency, and many of us are now very careful with how we wish to spend it.

Luxury travel has now become so much more about value. Not what things cost, but what they are worth. We have learned to appreciate the moment and not try to do too much. We learned to slow down and to really feel and enjoy every moment, because we don't know if we might wake up tomorrow to find out that the world has stopped once again.

We believe this is what luxury travel is. Understanding that less now truly means more. Opulence is being replaced by honesty and authenticity. This is what more of us are seeking. The moments that you just can't find anywhere else. The rare things. The micro-experiences.

Luxury travel in Iceland

Whilst Iceland is still a developing luxury destination, it is all about authenticity, rare things and micro-experiences. There is nowhere else like it. Iceland is a destination that has also always stayed ahead of trends, and these days are no different.

Moments last longer here. Whatever it is you seek, be it wellness, adventure, nature or just a simple bit of peace and quiet, you will find it here. Call it switching off, unplugging, logging out, re-booting yourself into safe mode, Iceland is, always has been, and always will be a place to escape the noise during a time when it has arguably become so much more important.