Sharlafied is back in Cannes for ILTM, the luxury travel fair
Sharlafied returns to ILTM, the International Luxury Travel Market in glamorous Cannes on the French Riviera where she will take the pulse of the luxury travel scene for this year and next.
Icons Made Here. Sharlafied will be attending the ILTM- International Luxury Travel Market in Cannes on the French Riviera. The event takes place from 5 - 8 December and it is the biggest hospitality luxury fair in the world. Last year it was mask-on, this year we will be able to see some smiling faces.
1850 global luxury brands are represented from 96 countries in this edition. Among new exhibitors are three from Saudia Arabia, one from Sri Lanka, one from Macao and one from the USA.
To sum up ILTM in one word: Splendid!
Party on a yacht for Bulgari in 2021
Trends for this year
Extreme & Off Grid, A new entry from the USA is Eleven Experience , “a collection of off-grid properties hidden at the world’s most pristine junctions of adventure and refinement.” Sharlafied will certainly sniff out others.
Bucket list trips. Travelers are back and the numbers show a surge in travel as never before. People have pulled out their dusty bucket lists and are hitting the road (and sky).
Boomers have hit retirement age and are ready to spend their children’s inheritance. They are taking care of their health and are able to travel for many years to come.
Digital Nomads. Whether they are well-established GenXers, Millenials, or financially independent Gen Zs, they all have to work, but don’t necessarily have to do it in a physical office. Many of these are opting to become digital nomads, either for extended periods of time or even permanently. A number of countries offer concessions for this new category and offer ease of entry, visas and tax breaks. The luxury category is gearing up with long term accommodations for them.
Wellness has long been on trend and its popularity is still growing. Post pandemic, health, nutrition and fitness have taken on a starring role.
Personal growth. Travelers are looking to delve into the local culture more deeply, lean a language, a craft, cooking, craft, music, philosophy, the list is endless.
Splurge. There is still a real desire to splash out, to offer a trip-of-a-lifetime to celebrate a milestone, to propose marriage, for a honeymoon, or to reunite.
Eco-sustainability is a buzzword, but savvy travelers want to hold travel companies accountable. How do they dispose of waste? What is their carbon footprint? What are hotels doing to save electricity and water, without causing a negative impact on comfort?
Philanthropy Many wealthy individuals want to give back in some way, whether by contributing to the building of a school, improving local living and working conditions, or donating to a foundation or cause.
Masks on in 2021
We asked some people from the hospitality industry this question: What is luxury to you?
Fabio Toffanello TED Travel Emotion Design Travel Atelier, “Luxury is not simply expensive hotels, it’s a feeling. People are looking for a different kind of luxury. For example, eco resorts, where they can get close to nature, and have a more private experience. They want something unique. Covid had a lot to do with this change in attitude.”
Kurt Macher General manager of the Shangri La at the Shard London. “To really connect with our customers and look after them like a family member
Meredith O’Shaughnessy, Award winning Immersive Experience Designer. “Luxury is freedom. The freedom to be able to do what you want, when you want, with whom you want. Experiencing something that was never there before…created for you.”
Meredith at her London creation, Reverie, 2021: A Savoy Christmas, which was billed as the “world’s first immersive champagne forest”. Photo by Jeremy Selwyn.
Extra: Calling all Japan lovers! Anyone attending ILTM is invited to the JNTO booth on Dec 7 at 6:00 pm for complimentary SAKE, and other Japanese refreshments. They are waiting for you at stand J130. See you there!
So, what is YOUR definition of luxury? Sharlafied would love to hear from you!
With Emanuele Balestra.
PS: If you are attending ILTM or happen to be in Cannes, be sure to stop in and say hello to Head Bartender Emanuele Balestra at the fabulous Hotel Barriere le Majestic… Tell him Sharlafied sent you.