Interesting Green: First class isn’t good enough

Today on sunday, Sunday May 29, 2011, Page 6
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Source Website: http://www.todayonline.com/Columns/TheFinerLife/EDC110529-0000006/First-class-isnt-good-enough
By chan seet fun, todayonsunday@mediacorp.com.sg, Updated 08:40 AM May 29, 2011

PHOTO: TODAY's luxury traveller wants to customise his own off-the-beaten-track itinerary
Photo courtesy of LEADING HOTELS OF THE WORLD
Copyright © MediaCorp Press Ltd
Today on sunday, Sunday May 29, 2011, Page 6

Today’s luxury traveller wants to customise his own off-the-beaten-track itinerary.

A holiday in Italy can be a lot more memorable if you have an audience with the Pope and maybe a personalised cooking lesson by an Italian chef at his own Tuscan villa. Fifty-three-year-old director of IT service delivery Charles Samuel managed to do both.

When Mr Samuel and his family decided to spend two weeks in Italy last year, he made sure that their itinerary included all the things they wanted to do - including indulging his passion for fast cars andmotorcycles, with visits to the factories of Ferrari, Lamborghini and Ducati.

"It's not about wanting to be different just for the sake of it. It's about doing what really interests you," he said.

"You enjoy a genuine cultural experience at your own pace and you can visit locations that are off the beaten track."

PHOTO: It's not about wanting to be different just for the sake of it. It's about doing what really interests you.
Photo courtesy of LEADING HOTELS OF THE WORLD
Copyright © MediaCorp Press Ltd
Today on sunday, Sunday May 29, 2011, Page 6

Mr Rufus Tan, head of media and marketing at Quotient Travel Planner, which helped Mr Samuel organise his trip, says that many business owners and well-heeled professionals "are now looking for these self actualisation-type holidays".

"It's not enough to stay in the best suites or fly first class. Anyone with money can do that. What luxury travellers value is exercising their individuality and being able to boast about doing things that others have not.

"Apart from the usual good hotels, good food etc, they want to experience things that aren't easily available. So, they may want to tour the Gobi desert, but with luxury tents and a crew of porters and cooks," says Mr Tan. And gourmands might decide to trace the origins of foods they love, say, to where their favourite exclusive balsamic vinegar in Modena or French cheese is made.

PHOTO: Apart from the usual good hotels, good food etc, they want to experience things that aren't easily available. Photo courtesy of LEADING HOTELS OF THE WORLD
Copyright © MediaCorp Press Ltd
Today on sunday, Sunday May 29, 2011, Page 6

Mr Tan says that the essentials such as flights, hotel rooms and ground transport cost "anywhere from S$15,000 and up" and it's also "not unusual" to spend six figures on food, entertainment and shopping.

Those for whom self actualisation means spending serious cash on shopping go on sprees at top fashion houses in Milan or Paris; some fly to Switzerland for watch factory tours-cum-shopping expeditions.

PHOTO: Seefeld, Austria & the Alps © Olympiaregion Seefeld
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Others visit Carrara in Italy to source for marble for their home renovations - Carrara marble being what many famous sculptures including Michelangelo's "David" were carved from.

And yes, a private viewing of "David" can be arranged - Mr Philip Ho, vice-president for Asia Pacific at The Leading Hotels of the World (LHW), says they've pulled that off before.

PHOTO: Ettal town and abbey
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They've also engineered other bespoke itineraries that included private tours of Coco Chanel's apartment above her very first shop in Paris, and private tours of the Vatican.

Based on market research that LHW commissioned in 2009, Mr Ho says that there's been a shift from simply wanting to be "pampered", to wanting to be "entertained", "excited" and "inspired".

PHOTO: Oberammergau
Oberammergau, Photo by David Edgar
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"Luxury consumers are looking to pursue their lifestyle interests through travel. This could mean culinary classes from a Michelin-starred chef, truffle hunting, playing golf at St Andrews or learning about Inca culture in Machu Picchu."

PHOTO: Machu Picchu
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It appears that he really knows what travellers want. At the top of Mr Samuel's list of dream destinations is Machu Picchu. After that, he might head to the Arctic Circle. To each his own or, as Mr Ho put it: "Bespoke is certainly the only way to go for the luxury traveller."

By chan seet fun, todayonsunday@mediacorp.com.sg, Updated 08:40 AM May 29, 2011