Lying on the same beach for two weeks? Time is too precious for that these days. “Travel has definitely shifted from status to substance.” MASTERS spoke with exhibitor Travel Legends. Owner Rob van Helvoort shares what is trending in high-end travel and gives a sneak peek of what visitors can expect from them at MASTERS SUMMER EXPO.
Looking at the coming period: what are the three most visible trends?
Travel has definitively shifted from status to substance. There are three things that are visibly changing. Personalization: we design our trips so that every journey becomes a unique experience. Everyone has unique wishes, and through the application of our knowledge, experience, and innovative online environment, these can be perfectly combined into a special experience. Additionally, we see a strong need for meaning. Travel must add something, whether cultural, personal, or societal. Pure luxury without a story is simply no longer sufficient. For instance, people are traveling more for events, such as the Olympic Games, Carnival in Rio, or unique events with depth in the fields of art or culture. And finally, time has become the most scarce commodity. Our travelers no longer want to make compromises: everything must be organized seamlessly, efficiently, and at the highest level.
How does that need translate into practice at the moment?
It is about access. Not necessarily more expensive, but more exclusive in the true sense of the word. Access to places you normally wouldn't go, to people you wouldn't otherwise meet, and to experiences that cannot be booked through traditional channels. Think of an exclusive opening of the Vatican, a sunrise balloon safari in Tanzania, or unique cultural experiences in Japan. Additionally, customers seek authenticity. They don't want a 'nice trip'; they want an experience that moves them. That requires depth and an extremely good understanding of who your customer is.
We have few customers who lie on the beach for two weeks and do nothing.
What is absolutely no longer acceptable within the high-end travel segment this summer, and what actually is?
“What no longer works is interchangeable luxury. Hotels and trips that feel the same all over the world quickly lose their appeal. We have few clients who lie on the beach for two weeks and do nothing while traveling. What does work is distinct character. Destinations and experiences with a clear identity, combined with a high level of service. Today, luxury lies not in excess, but in precision and relevance.”
Because MASTERS SUMMER EXPO is taking place in Brabant: what does Brabant actually mean to you?
“As a native of Den Bosch, Brabant means coming home to me. Furthermore, for me, Brabant represents hospitality as a matter of course and no-nonsense entrepreneurship. Exactly how we treat our travelers: direct, transparent, and with a sense of hospitality.”
What are you personally looking forward to the most this summer?
To a wonderful, busy summer with two weddings of good friends, a week in New York with my husband, and to many beautiful tours we organized for our clients, from Botswana and Zimbabwe to Japan and South Korea.
What do you hope visitors to MASTERS SUMMER EXPO will come to discover or experience at your venue?
At the MASTERS SUMMER EXPO, we want to show what happens when you take travel truly seriously. No standard proposals, but ideas you wouldn't have come up with yourself that perfectly suit who you are. We want people to walk away from Travel Legends with one feeling: this is a level of travel I didn't know existed, but want to experience. That is where the relationship begins for us.
In addition, we have organized many fun activities in our suite. For instance, Sunday is entirely dedicated to Japan. The Netherlands plays football against Japan that day, and on Friday we are organizing a padel tournament for our business associates. So, plenty to do during these days.”
MASTERS SUMMER EXPO
MASTERS SUMMER EXPO is the summer sister of MASTERS EXPO. In June, The Duke Business Club in Nistelrode transforms into an exclusive summer paradise. Amidst the lush Brabant countryside, golf, gastronomy, and good times come together for four days. Inside the stylish clubhouse and outside on the sun-drenched terraces, grounds, and the beautiful golf course, a unique atmosphere of relaxation and inspiration emerges. An environment where entrepreneurship and Brabant conviviality effortlessly blend with sport, where wonderful encounters are formed at the table, in the suites, lounges, at the bar, on the green, and over a drink. Where you come not just to network, but to experience. By invitation only.