There used to be a simple way to define luxury travel, honestly.

The best hotel in town. The biggest suite you could book. Somebody idling out front in a black car, waiting on you. A table at whatever restaurant nobody else could get into that month. Luxury used to be something you could point at, and honestly, that was sort of the whole idea other people were supposed to notice.

These days, I think luxury has gotten a lot quieter. I’ve spent something like twenty years watching what travelers actually want shift, and I’ll be honest, some of it still catches me off guard. The real change isn’t where people want to go. It’s how they want to feel once they’re actually there.

Even the small talk sounds different now. Nobody opens with “what’s the best hotel” anymore, and honestly I can’t remember the last time someone did.

Keep reading this article on A Luxury Travel Blog.