With luxury travellers slowing the pace of their holidays, many are spending more time in cities like Tokyo to immerse themselves in the culture and cuisine. Japan draws millions of visitors each year to its enchanting temples, curated boutiques and elegant restaurants. The landscape is also varied and breathtaking: There are bustling city centres with secret coffee shops, and remote mountain escapes that provide a refuge from the urban din.
At the same time, luxury travellers are booking trips further out. A Virtuoso study conducted by YouGov found that the average booking window increased by 14 per cent between 2022 and 2023, with holidays being planned 105 days in advance of a trip. They’re doing this to create “whole, immersive opportunities,” says Una O’Leary, general manager of Canada for global luxury travel agency Virtuoso. “Which is why the length of stays are a little bit longer.
Extended trips may also require more spacious accommodation, especially as multigenerational travel remains popular. To that end, Davis says, “the villa market is exploding.” For example, families are renting five-bedroom villas in Italy with separate spaces for cocktail hour and relaxing. For some, this creates an opportunity to interact with locals in a new way. “The chef comes in and they all make the pasta together,” says Davis of a hypothetical scenario.
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