As the travel and tourism landscape resettles after the seismic shifts and disruptions caused by the pandemic, a new trend has emerged, signalling a new era of travel offerings geared specifically towards the luxury travel market.
Concierge travel services are in growing demand globally and locally, with global luxury travel valued at $1.2 trillion in 2021 and projected to grow at a compound annual growth rate (CAGR) of 7.2% from 2021 to 2028.
Lisa Sebogodi, a travel industry expert and MD of Batsumi Travel, explains, “We’ve noticed a significant change in what clients want. It’s no longer just about booking a five-star hotel. They want travel experiences that reflect their specific tastes, whether that’s a private vineyard tour or a luxury safari with behind-the-scenes access.”
Concierge travel services – anything is possible
With a growing population of high-net-worth individuals with a clear appetite for personalised travel experiences, there is an increasing demand, particularly among ‘affluent’ South African travellers for exclusive offerings. These types of experiences, be it a private safari, a secluded coastal retreat, or a curated cultural journey, require a level of customisation that only concierge services can provide, making personalised travel more attractive than ever.
“Our clients expect more than just luxury – they want unique, intimate experiences that are designed specifically for them,” says Sebogodi. “I’ve facilitated a variety of personalised services for my concierge clients, including butler services on arrival at their destinations and even securing a Lamborghini in a foreign country for another client.”
Sebogodi adds that the festive season and year-end holidays see a notable rise in requests for tailored travel experiences, as families seek memorable ways to spend time together. Concierge services often assist with the meticulous planning required for complex multi-stop itineraries, festive celebrations, and securing exclusive venues during this high-demand period.
The C-word
The COVID-19 pandemic has also played a pivotal role in shaping travel preferences, with safety and privacy becoming top priorities. South African travellers, like their global counterparts, who have the means to afford it have become more cautious about the safety of them and their loved ones and colleagues while travelling, leading to a surge in demand for private accommodations, secluded destinations, and flexible travel arrangements. The desire for exclusive, safe travel options—such as private villas and chartered flights—has made concierge services an ideal solution for those seeking both luxury and peace of mind.
Sebogodi adds, “Privacy and safety are now key concerns for many travellers. They want to avoid crowded spaces, which is why private accommodations and exclusive experiences have become so popular. Tailored travel solutions offer that reassurance.”
The growing appeal of experience-driven travel
Experience-driven travel has gained significant momentum in recent years, with younger affluent travellers, particularly millennials, leading the charge. This demographic values unique, immersive experiences over material goods, favouring travel that allows them to engage deeply with local culture, history, and nature. In line with this, South African travellers are increasingly opting for meaningful adventures, from guided hikes in the Drakensberg to luxury culinary tours through the Cape Winelands.
Concierge services cater to this shift by offering curated experiences that go beyond traditional itineraries. Whether it’s organising an intimate dinner with a top local chef or securing exclusive access to cultural events, these services enable travellers to create unforgettable memories.
What’s more, South Africa, with its world-class wellness retreats, is attracting more and more travellers looking for experiences that combine luxury with rejuvenation. Exclusive wellness getaways at spas in the mountains and holistic health retreats on the coast, for example, are becoming increasingly popular among those seeking both relaxation and personal enrichment.
“Wellness travel has become a major focus, particularly for those looking to disconnect from their hectic lives and focus on self-care. Bespoke wellness journeys, tailored to individual needs, are exactly what many travellers are looking for right now,” adds Sebogodi. “During the holiday season, many families opt for wellness retreats to unwind and recharge. This trend, as people look to start the new year feeling revitalised.”
This shift toward concierge services reflects broader global trends, as travellers increasingly seek out customised, high-end journeys that align with their specific desires and preferences. Whether it’s wellness retreats, luxury safaris or curated culinary tours, concierge travel is fast becoming the preferred choice for those who want unique, memorable travel experiences and journeys.